User research: How to face the qualitative and quantitative analysis of products

Because work needs, often do risk analysis and effectiveness evaluation, for users to study students may be more professional knowledge of qualitative analysis and quantitative analysis, the same, product managers, interactive design, user research three students on this topic should also be sensitive. But they are in different stages of the product focused attention and concern about the qualitative and quantitative analysis of products.

Our product manager, interactive design or user research and other students often debate about a problem, the reason is nothing but we look at the visual angle of the product is different, in fact, to say the truth, there is no absolute right and wrong, is not it? In particular, as a product manager, in the project should not be the defenders of the posture, but should be a business-driven balance of control.

Today, a simple talk about how to face the product qualitative analysis and quantitative analysis, to say the truth, these I do not have a clear and complete conclusion, is only my recent thinking and understanding, including some of the questions raised to join with you prawns to study.

Let me first list some nouns and subjects and see what you know.

Vector machine, graph theory, decision tree, neural network, metrology, Measurement economics, Information economics, game theory, linear algebra, social statistics, information statistics, cognitive psychology, organizational behavior, ergonomics, measurement models, mathematical modelling, phenomenology, hermeneutics, structural caves, co-ordination, systematics, etc.

If more than half of the students have heard or understand the above nouns and disciplines, then congratulations, your insight and vision is very good, if all know and part of the understanding, then you are very bull, if all know and about half have research, then you can be an expert.

In fact, a lot of us don't know much about this, how much do we know about half of them? To be honest, the above books I have only read are in the 15, some of which are largely understood, neural networks, metrology and information statistics I am basically blind. Today Xiao Wen recommended a book for me to see-"tipping point", probably read a very good, but with the above relationship? This book has a lot to do with the above disciplinary background.

But all this is to answer or study two propositions-qualitative or quantitative!

For qualitative and quantitative, we have a lot of things to learn and accumulate, we are also limited, to do a omnipotent person is happy but impossible. So how does product manager, interactive design, and user research understand and deal with the qualitative and quantitative analysis and research of products?

I did three kinds of induction, the product manager is concerned about the planning and co-ordination of the product strategy layer and needs to pay attention to the attribute data level, while the interactive design focuses on the planning and co-ordination of the product tactical layer, which needs to be concerned with the emotional data level, while the user research concerns the planning and integration of the product homogeneity competition level.

The analysis type of attribute data is variable analysis, and the corresponding analysis type of affective data is situational analysis, and the corresponding analysis type of relational data is network analysis. Variable analysis is suitable for questionnaire interview, situational analysis is suitable for observation and experience, and network analysis is suitable for model simulation.

Product Manager biased qualitative analysis, user research bias quantitative analysis, and interactive design is the most painful and the most plentiful, part of qualitative analysis of quantitative, is the so-called taste of the world sad tears, harvest the earth Flowers love. Qualitative analysis is more standardized and standardized, and the quantitative analysis is more and more complex, many new methods, new technologies are emerging, please see the quantitative analysis of recent developments and new features:

• Missing value processing • Measurement level • Nonlinear relationship • Measurement model • Latent variable model • Sequence of analytic units · Social network Model · System Dynamics · Prediction Model • Computer simulation • Project Reflection theory, etc.

These are not in the concrete project and the data is unable to understand and intuitive feeling, and qualitative aspects, the same, and homogeneous competition, especially in today's highly developed environment of the Internet, information asymmetry barriers have become more and more insipid, the same product manager, in Baidu to do paste may be strong, But doing e-commerce may not be strong; another example is a good product manager, in Tencent to do im may be strong, but to Taobao do E-commerce may not be strong.

So, is not its ability is not strong? I don't think so. Product managers can be less difficult than interactive design to do different types of projects, but the product managers need to integrate social resources, access to social information and the handling of the team and interpersonal relationships may vary. So what's the situation?

In fact we all know that any of us under specific circumstances, will or overestimate their own knowledge of congenital experience or in a blind area and vacuum, so the results often do not fully play or play excessive, not grasp, force too fierce, like medicine, not much can not be too late can not be too early, The delicate balance of the period is the most sensitive. Finally to a problem, that is, IQ homogeneity, emotional quotient differentiation. Therefore, qualitative analysis and quantitative analysis is the first bottleneck and competition point, sublimation to the next stage is the IQ-homogeneity under the emotional quotient competition, in the next bottleneck is the personal Charisma show leadership stage, this time the winning node lies in your value judgment and industrial value matching and leading.

Corresponding to the three stages, the product manager has three kinds of realm: product function design, product performance design and product service design, interactive design is: Interactive function design, interactive experience design, interactive culture design, user research is: User attribute research, user situation Research, user relationship research. The final focus of the three identities is the most complex and difficult to deal with, that is, he is a more important part of the art level. Many of our past conclusions of applied science have been invalidated, and the people who are in the lead are not more rational but more sensitive, and the perceptual users or clients need us to satisfy their delicate perceptual needs with rational thinking and cognition. In fact, the same, the emotional exit is rational, rational entrance is also perceptual.

If we are not able to meet the new situation with more perceptual attitude and attitude, we may lose the advantage of competition in the homogeneity of rationality. The perceptual world is a necessary stage of multicultural development and competition, and it is also an era of cultural diversity and prosperity.