A preliminary exploration of SNS: a correlative model of non-loss users and lost users

Article Description: User Research Ideas Overview: Taobao SNS "sharing" as an example.

Sudden incident:

This August, crazy in micro-blogging on the point opened an advertising link, found that some beauty brand of things cost-effective, so the successful purchase. This is my first deal on SNS website, get the favorite skin care products, suddenly found: I actually did not "my Taobao" "friend Dynamic" in the click of someone to share things, let alone buy. So, with this research.

First, the project:

Based on the above ideas, this is intended to study SNS user habits and motivations (not limited to Taobao), hope to be able to through the photo log (Photo Dairy) method, from the qualitative point of view active in the major SNS site user characteristics, so as to help Taobao positioning their target crowd. However, later found that: in the Taobao shopping crowd itself has its own characteristics, and my research more value points should be placed in the "How to let these online users become Taobao SNS users."

With this goal, understand the second half of SNS business planning, in order to better enable the business to get inspiration and guidance, more to enhance research value, the product positioning in the "Taobao sharing", the use of Taobao to share the use of habits and driving factors.

Second, the determination of the research idea:

A rigorous, complete study, I think, qualitative and quantitative combination is essential. Therefore, the project took the first quantitative, qualitative, and final quantitative research process. See Figure 1.

Figure 1

1, quantitative--Determine the target users:

Determine the product to be studied, the most important thing is to identify the target user.

To make my target audience more "targeted", I chose to collaborate with BI (business intelligence) colleagues. I hope that Bi's colleagues will be able to use the whole network SNS share user (then August, our ' share ' product June on-line) feature data extraction, analysis, help us select qualitative research samples.

In this process, we found that the July use of large share 1-2 users, 8 September Gmv① = 3 or more, but 8 September no further sharing of users accounted for all SNS large share users of 76.2%, we think, Why this part of the user no longer use SNS sharing is a valuable mining point. According to this idea, we divide the user into three layers: see Figure 2

Figure 2

New users: From August 1 to August 17, for the first time sharing, and at least a network of users bound to the SNS website.

Active Users: June, July, August have been shared, and at least the binding of an extranet SNS website users.

Lost users: June share, but July, August are not shared users, and at least the binding of a extranet SNS website. (BI suggests: When researching, you can choose to share days, =2 users, because most users who share the number of days to 1 May just try.) Note: The loss is not defined here by the number of shares. Because a user sharing 10 times a day, the next day no longer share, also counted as the loss of users.

But the problem came out. If we all three levels of users to do research, may appear each type of user research is not thorough, so, after discussion, discharged the priority: Lost users "new users" active users.

So, finally, the target user identified as: the use of Taobao SNS share the loss of users.

2, qualitative--guided by the research purpose, digging into the qualitative problem

User hierarchy ended, identified target users--lost users. Next, is the user's star, in Taobao transactions, demographic characteristics and other factors to make analysis, and then qualitative study before the sampling. The specific sampling method does not repeat itself, which is another aspect of the problem.

Next, according to the outline, the telephone deeply visited 16 buyers, of which 10 lost users and 6 active users, got a lot of qualitative problems, after finishing, to carry out quantitative verification.

Why do you want to make a deep visit to active users? In the next quantitative phase, I will make a specific explanation.

3, quantitative--quantification of qualitative results

From the data extracted from the BI, the final sample of the lost user only has more than 30,000 users, according to our usual questionnaire recovery estimates, sample size is too low, so that the resulting error will be relatively large. In order to ensure the reliability and richness of the final experimental results, added "non-loss users", that is, 7、8、9月份 GMV = more than 3 Amoy Baoqing buyers (except the loss of users). Because this part of the effective sample can be guaranteed, but also covers the new users and active users, can and the loss of users in demographic characteristics, habits, motivations, use drivers to do in contrast.

And for that reason, we've added 6 active users to the phone survey process.

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