Large data Age: how enterprises should grasp the trend of consumption

We are in the big data age today, some people say, big Data age, we click a mouse, look at computer, play data model, can perceive consumer, really is this? Others say, whether it is large data, in fact, it is difficult to understand consumers, especially to understand the trend of consumption, it is even more difficult. How do we capture future consumer trends? I think some of the experience can be shared with you.

Consumers ' minds are sometimes hard to figure out, especially in areas that need to lead fashion and are closely related to people's lifestyles. However, so far, consumer research is still the best way to obtain product innovation. The key is to be able to have good ways and means, because consumer demand is often difficult to say clearly, is hidden, more indirect way of research in order to thoroughly comb the target consumer's motives, needs and desires, which are related to the question of the right, And in a certain amount of information accumulation on the basis of the integration of consumers a lot of behavior and lifestyle understanding.

The key to getting good product concepts and ideas is how we collect consumer-related information, how to get the trend, and what product concepts people might consume in their minds in the future. Using innovative methods to deconstruct the consumer's lifestyle and analyze the consumer's life code, the product development that matches the consumer's future lifestyle is no longer a problem, because you solve the consumer's password and know the real need behind it.

Many companies tend to believe that insights only come from consumers, and that information comes from many places. Many companies often believe that consumption behavior can only be measured by quantitative data, in fact, consumer behavior is often presented in the consumer life scene. The key is whether you actually walk in and watch them.

Here's what I think is the way to capture consumer trends:

Observation。 Most of the time, our judgments come from our observations, and keen observation captures wonderful information, and observation is the most basic means of acquiring information when we do not understand what a consumer is thinking. For example, we can choose to spend a day in life with consumers, to see how they spend, this can be vivid to find a lot of information. We can also use anthropological methods of research.

Consumer Records. When it's hard to make judgments about a consumer group, let consumers in the most natural way to participate in the study of lifestyle, such as to keep their diary, to take some of their favorite digital photos, researchers and consumers to organize some group activities, and consumers to have a discussion, Can discover the real life performance of a crowd, which is the source of the new product concept.

The content of the consumer's language, share and expression. The reason why a product can be sought after by a group is that the language of the product is the language of this group. Collecting and analyzing these languages, understanding the language that consumers use in specific contexts can help product ideas and concepts to find elements that can be bbs/through the content structure and analysis of popular languages such as SNS, microblogs, BBS, blog posts, etc. on the Internet. Look at the Millet forum of Millet mobile phone, you will know, the original consumer's expression and record for product and service improvement is how valuable.

Social trends. Social trends tend to affect people's consumption and life changes, and the integration of social trends around the world is also significant for the formation of product concepts, because these trends can often be seen in many future new concepts and new directions, while the social trends brought about by the potential consumer demand for product development is valuable information. The study of social trends can be reported by a number of research institutions around the world, reporting on the consumption trends of target groups.

The market where the products are. Many enterprises have been doing for many years, but for their products in the consumer trend in the location is not very clear, so that the new product should be hit to which segment of the market, in the product's creativity and concept to do what kind of innovation is difficult to form judgments. According to the trend of fashion and consumption to understand their products in the market position, for enterprise product development is also essential.

Products associated with the market. The trend of the product concept is consistent with the trend of the related industry, and the change of the concept of product popularity follows the change of the whole popular concept. Therefore, in the study of a product concept of the trend of fashion, we also have to understand the relevant product trends, such as the change in clothing for many products, the appearance of the impact of the watch and the car's instrument of the trend is also related to the style of decoration and architectural style also has a high degree of correlation, These associated market trends can be a new concept that is unique.

The future trend is in the consumer's life fragment, therefore the product concept development is not only the product development idea innovation, also lies in captures the information way the innovation.