Product operations: continuous and accurate understanding of user needs

Article Description: how to accurately see the user needs?

Marketing, is "through the change affects the user product purchase decision the various factors, realizes competes for the user or stimulates the user to consume the goal", to the product operation, is nothing but solves "attracts the new user, robs the competition product user, retains the existing user, impels the user to buy, urges the user to buy more" So the product operation needs to keep abreast of user needs, improve market strategy, and market research is the most common way to understand user needs.

Ø Product Operation Most hope we can tell them "how to do?" Why? ”

The data needed for product operations is often straightforward, and he needs us to tell him directly "what to do to capture the user?" "and market research mining user needs a lot of angles, a lot of ways, in the face of a large number of data results, product operations sometimes will not touch the mind, do not know how to do."

First of all, to explore a [group buying user needs] of the actual case:

It uses the most commonly used "direct questioning method, results the derivation of the" understanding of user needs, however, there are some differences in the results, such as: Direct query users, merchandise discounts, quality, after-sales service is the most important factor to consider; when the user actually chooses, these three factors are obviously reduced, but the website popularity, the user reputation, All around the friends to buy and other factors trigger more power, as a product operation, these data in the end how to use? What factors can have a significant effect on "competing for users and achieving profits"? "Merchandise discounts, quality, after-sales service" is the need to focus on?

In other non-Internet industry products, this situation often occurs. For example: Ask the user to choose a certain type of product considerations, quality, price is often inevitable high demand factors, in the actual choice, channels, promotions, Word-of-mouth has become the key to the impact of user choice, why this phenomenon? The reasons are manifold, such as:

1, the user statement of factors, the difference between the different brands (such as: The price of different brands are not large), in the actual choice of purchase, does not affect the role

2, some categories of products, the user impulse to buy a strong preference

3, compare the differences between the objects (such as: directly to ask buy considerations, the user subconscious will refer to the ordinary online shopping, the actual purchase considerations are often turned into each group to compare the net)

4, the user statement of factors, measured or not difficult (such as: "Quality" users can not be measured, will be converted into "user Word-of-mouth" considerations)

5, the user statement of factors, lack of actual purchase scene sense, consumers themselves may not be able to speak clearly

6. Other ...

So, how do we use these research data?

Ø Factor Analysis method of "consideration factor and trigger factor"

The first step: to refine and classify the factors that affect user selection decision

It needs to synthesize the 4P (price, product, place,promotion) factors which affect the user selection decision, and get 2 kinds of indexes through different questionnaire test methods:

1, consider the factors easy to understand the operation, however, the results generally have 2 main points: a. Users often respond to factors that are considered important, but not necessarily factors that affect his actual choice; B. Sometimes the user himself may not be able to say clearly what factors will be considered when choosing a product

2, product homogeneity of the era of competition, the impact of factors can reveal the key to purchase decisions

The second step: cross-classify the two types of indicators

Step three: 4 kinds of different factors to dig up the point

[Core elements]:

How do the brands differ on these elements? Compared with our competitors, what are the main advantages and disadvantages? What other points do we have that can be used?

[Fundamentals]: Why do users think they are important, but the actual choice has little impact?

1, the basic elements-----meet the basic needs of users can be, otherwise it may cause a lot of shopping barriers to users, such as: Pay more

2, the purchase of factors, but the different brands are not-----at least to maintain the average level above the brand; If each brand performance is poor, it may be a force opportunity point; For example: Sometimes, in the early stage of market development, the quality of all brand products are very poor, "quality" may be a "basic element", And which brand has a breakthrough in quality is likely to occupy the user priority

3, other .....

[Subconscious elements]: Why users think it is unimportant, the actual choice of the impact is relatively large?

1, the homogeneity of the product market/core elements of the difference is not obvious-----such as: Pepsi Cola, Coca-Cola in the brand, products, prices, channel occupation, such as the core factors of the difference is getting smaller, the store display position, display form, promotion of the impact on user choice will gradually increase, especially "Brand free users"

In view of the above, in order to deepen the understanding of the reasons for the 4P factors falling in 4 different kinds of quadrants, we need to carry out in-depth insights from the aspects of market development stage, the situation of commodities and the influence of factors on each other.

Ø Case Study

The user needs of the purchase of data processing, interpretation:

[Core elements]:

1, users think "discount, quality, service, word of mouth" in its choice of the most important, and in the actual choice when the site visibility, user Word-of-mouth role More prominent, this actually reflects: the initial development of group buying market, users lack of confidence in the market, the credibility of the business lack of confidence; " Products "" service is guaranteed, in essence, users of "quality" and "service" needs, while discounts, promotions clearly reflect the user on the "buy preferential benefits" demand;

2, from the market development at that time, the quality of goods, service is the biggest concern of the user to buy the market, and handle network by virtue of its website visibility/good product quality, the public comment on the quality of their products to win the reputation of users, two sites in the group buying market has a certain influence

[Basic elements]:

1, the payment method is many, returns the goods convenient, the order convenient belongs to the basic factor, satisfies the user basic demand, however the user also explicitly mentions QQ buys the payment way to be few, has the certain purchase obstruction;

2, users believe that "business services, business supervision" in its choice is very important, but at present all brand sites have a certain defect, the role of the decision has not yet been shown, belong to the opportunity point;

[Subconscious elements]:

1, "Around the friends to buy" essentially or users from the user's entire market sense of the "quality" "service" to judge a bit difficult;

To sum up, after in-depth analysis of various factors, product operators will get a lot of inspiration, for example:

Ø Extended Use value

[1] The "touch factor" value extends

"Touch factor" value has not only remained in the "brand Choice", but to a broader scene, such as: Brand switching, impulse purchase, brand evaluation reasons, loss and so on all and user use of the brand behavior changes, what is the contact force?

[2] Breakdown of the group of concern differences

When the product is in the market development stage, the competitive environment is different, the product operations focus on the core groups are often different, such as: New users/Old users/Lost users, high-frequency/common use, high consumption/ordinary consumer, high-end users/ordinary users, etc., the use of this method of analysis, It makes it easy to see different segmentation requirements, and it's also a handy way to help us find the core factors that drive a class of users to another group.

Ø Other

Finally, it is necessary to remind that the factors that belong to each factor type are not the same, continuous tracking of the changes in the types of factors, as well as to explore the reasons for the changes, the product personnel to grasp the user needs is also critical.