How to accurately see the user needs?

How to accurately see the user needs?

Marketing is "by changing the factors that affect the purchasing decision of a user's product, to achieve the goal of competing for the user or stimulating the user's consumption," for the product operators, it is to solve the "attract new users, predatory competition users, retain existing users, prompting users to buy, to promote users to buy more" and other practical issues, so, Product operators need to constantly understand the needs of users, improve market strategy, and market research is the most common way to understand the needs of users.

The data that the product operator needs is often straightforward, and we need to tell him "what to do to capture the user?" , and the market research mining user needs many methods, in the face of a pile of data results, product operators often feel confused, do not know how to do.

Take a look at a real case of mining user group purchase demand:

Using direct query and result derivation two different methods to excavate user's demand, the result has certain difference. When asked directly, merchandise discounts, quality, after-sales service is the most important factor to consider the user, the actual choice, the importance of these three factors is significantly reduced, instead, the site visibility, user reputation, the surrounding friends have to buy and other factors more impact, as the product operators, these data in the end how to use? What factors play a significant role in "competing for users and achieving profits"? "Merchandise discount, quality, after-sales service" is the core factor?

In other non-Internet industry products, this situation often occurs. Such as: Ask users to choose a certain type of product considerations, quality, price is often inevitable high demand factors, and 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:

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

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

3, compare the object difference (such as: direct ask group to consider factors, the user subconscious will refer to ordinary online shopping, the actual purchase considerations often become a comparison between each group);

4, user statement factors, measuring differences are difficult (such as: "Quality" users can not be measured, will be translated into the "user Word-of-mouth" considerations);

5, the user statement factors, the lack of actual purchase scene, the user is not necessarily able to speak clearly;

6. Other

So how do we interpret these research data?

The first step: the factors that influence the decision making of user choice are detailed and classified

The 4P (price, product, place,promotion) factors that affect user selection decision are refined, and 2 kinds of indexes are obtained through questionnaire test:

1, consider the factors easy to understand the operation, but its results generally exist 2 main points:

A. Users often respond to factors that are considered important, but not necessarily factors that affect the actual choice;

B. Sometimes, users themselves may not be able to say clearly, the choice of products in the end will take into account what factors;

2, the product homogeneity competition time, the touch factor can reveal the key which affects the user purchase decision.

Step Two: 2 categories of index Cross classification

Step three: In-depth analysis of 4 types of elements

[Core elements]

How do the brands differ on these elements? Compared with competitors, what is the advantage and disadvantage of the product? What can be the point of exerting force?

[Basic elements]

Why does the user think it's important, but the actual choice has a small impact?

1, the basic elements-to meet the basic needs of users can be, otherwise it may cause great obstacles to the user, such as: payment;

2, the user is very concerned about, however, each brand difference is small--at least to maintain the average level of each brand, if the brand performance is poor, it may be a force opportunity point; For example: Sometimes, in the early stage of market development, the quality of each brand is very poor, "quality" may degenerate into a "basic factor", And which brand has a breakthrough in quality may be the priority to occupy users;

3, other ....

[Subconscious elements]

Why do users think it is not important, the actual choice of the impact is relatively large?

1, homogenization of product markets, the difference between the core elements is not obvious-such as: Pepsi, Coca-Cola in the brand, products, prices, channel occupation and other core factors are less and less, in-store display position, display form, promotion of user choice will gradually enhance the impact, especially "non-brand loyal users";

In view of the above, from the market development stage, the product, the factors affect each other angle, deepen to 4P each factor belongs to 4 kinds of different factor reason understanding, can catch influence user decision key.

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

[Core elements]

1, users think discounts, quality, service, Word-of-mouth in its choice of the most important, the actual choice of site visibility, the user's word-of-mouth role more prominent, which in fact reflects: the initial development of group buying market, users lack of confidence in the market, the credibility of the business lack of confidence; For users, the site is well-known, users good reputation means products Services are guaranteed, in essence, users of quality, service needs, and discounts, promotions clearly reflect the user to buy preferential benefits of the essential needs;

2, from the current situation of the market development, commodity quality, service is the biggest concern of the user to buy the market, and handle network by virtue of its web site visibility, good product quality, the public comment on the network by virtue of its quality of goods to win the reputation of users in the group buying market has a certain influence

[Basic elements]

1, the payment method is many, returns the goods convenient, the order convenience belongs to the basic factor, at least 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, the user thinks the merchant service, the Merchant supervises in its choice is very important, but at present each brand website has certain flaw, touches the user to choose the decision-making function not to show, belongs to the opportunity point;

[Subconscious elements]

1, around the friends are bought in essence or users from the user's entire market sense of the quality of service evaluation a bit difficult;

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

[1] Touch factor value Extension

The touch factor value has not only stayed in the brand choice, but is facing the broader scene, for example: The brand transformation, the impulse purchase, the brand appraisal reason, the loss and so on user brand usage behavior changes, what is the touch power?

[2] Breakdown of group concerns

When the product is in the market development stage, when the competitive environment is different, the core groups that focus on product operation are often different, such as: New user/old user/lost user, High frequency/common use, higher consumption/ordinary consume, high-end users/ordinary users, etc., this method of analysis is easy to detect the difference can also find the core factors that motivate a class of users to transform to another group of people.

Finally, we need to remind that the factors are different types of factors are not immutable, continuous tracking of the changes in the types of factors, as well as to explore the reasons for the changes, the product staff to grasp the needs of users is also critical.