Divide users into five types

Former Yahoo President Jeff Bonfford, according to the consumer's emotional characteristics, the user is divided into technology enthusiasts, irrational consumers, rational consumers, irrational consumers and the wait-and-see.

Technology enthusiasts (i.e., technology innovators) buy products simply because the products adopt new technologies. Such consumers tend to mislead product managers because their needs are different from those of the general public. They are obsessed with technology itself.

The emotional needs of irrational consumers (i.e., the adopters) are the same as those of the public, but more intense. Negative emotions such as anger, fear and loneliness can be amplified, leading to irrational consumer behavior. In life, irrational consumers, in order to meet emotional needs, will pay far more than the energy and cost to solve the problem itself.

The general public has the same emotional needs as irrational consumers, but not so strongly in degree. As products improve, they will gradually join the consumer team.

Rational consumers (ie, early consumers) will only buy products that they think are practical and mature. They are more pragmatic and will only buy products that are cost-effective and appropriate.

Ultra-rational consumers (that is, the latter consumer, but also Yahoo's core user group), the emotional demand is weaker, even if the product has a bit undesirable, they will not pay.

While the Watchers (ie followers) account for about 15% of the total, they have the same demand, but only buy products that are generally accepted.

Among these categories, irrational consumers are most deserving of attention by product managers.

Traditional technology acceptance curves imply that technology enthusiasts and irrational consumers buy products in succession, but in reality they may buy products at the same time. Although they will be the first time to buy products, but for product managers, technology enthusiasts are the most valuable people. Because they buy products just because of the creation of a new technology, with the love of curiosity and technology.

Product managers should pay attention to the behavior of irrational consumers and avoid being misled by technology enthusiasts. Irrational consumption is an overreaction to dissatisfaction, which is the emotional demand after amplification. Irrational consumers exaggerate the value of products, and product managers can grasp the emotional needs if they understand their thoughts and feelings.

Excerpt from the 35th chapter of the Book of Revelation. This chapter in-depth introduction of the user needs to grasp, should pay more attention to the user anger, dissatisfaction, from the lowest end of Maslow's needs, the top of the demand if not reached a point, users will not feel is necessary.