Methods of market research and data analysis

Absrtact: Product Manager, what do you know about the needs of users? Do you have any idea what the user wants? Do you want to know what the user will think of your product? Do you want to know the reputation of the product you designed? Yes. Every product manager

Product Manager, what do you know about the needs of users? Do you have any idea what the user wants? Do you want to know what the user will think of your product? Do you want to know the reputation of the product you designed?

Yes. Every product manager wants to design the product before the beginning, get the user the most real demand, for their own product design to provide a good support; Every product manager wants their design products to be approved by the user and pro-Lai; Each product manager wants users to be able to keep feedback on product improvement comments and suggestions in the process of using the product ... So, how can we get the user's early comments and late feedback?

This time we need to support the data, only the data to make everything more convincing (the premise is real, effective data), only the data can let us more clearly understand the feasibility of our ideas ...

In that case, where did the data come from? This is the nature of market research, only through the user's investigation to collect the user's most basic user data, from the most basic data analysis, so as to understand the real needs of users. So, as a product manager, how do we conduct research on the market or the user? What are the ways and means of research? How do we analyze data for research? What are the methods and ways of data analysis?

Methods of market research and data analysis

Why does the product manager do market research? What is the purpose of the research?

PS: Before we do market research, we must have a research idea: we want to investigate the object, need to collect data, need to achieve the effect. More effective data can be obtained only with clear objectives.

1, through research to understand market demand, identify target users, determine the product core, in order to better develop MRD;

2, for the leadership in the meeting PK provide arguments;

3, improve product sales decision-making quality, solve problems existing in product sales or look for opportunities, and systematically, objectively identify, collect, analyze and disseminate marketing information, timely grasp of the resources;

4, verify that we set the target customer is not what we want, the target users want what kind of products or services;

5, to understand whether we can meet the needs of target users and happy to meet the needs of target users;

6, find the right product opportunity gap, and then measure a variety of factors, the development of product strategic lines;

7, research to the end, the more clear the goal, the demand is clear, it will feel that the more difficult to do the product, it is difficult to open the market;

8, for a new product, the research before the PM must have a mind of their own, and then through research to verify the feasibility of their own ideas.

Ii. What are the ways and means of market research? How to determine the dimensions of research?

1, questionnaire survey, user AB test, Focus interview, field research, user interviews, user logs, door-to-door observation, online award-winning survey;

2, do the role of the analysis: Set user scenarios, user roles for simulation analysis;

3, the situation speculated analysis;

4, the research dimension is mainly from the strategic level, the scope layer, the structure layer, the frame layer, the visual layer to expand (different products from different levels to determine the dimensions of research)

How to collate the data of market research?

PS: For the collected research data, we need to sort out those valid data, to discard the invalid data decisively. Detailed processing and analysis of effective data.

Through market research, we have collected a lot of data, these data are the most direct users of the product of a certain kind of demand embodiment. As product managers, we see these data as treasures, and we need to sort them out and make them into treasures. So how do we sort it out?

1, the specification of data in accordance with the dimensions of the collation, input, and then modeling; irregular data, you must first pass some qualitative treatment, let it become a specification, and then use tools for analysis;

2, closed problem, set the option to categorize. Open questions, the proposal is recorded first, and then brainstorm a useful thing;

3 qualitative, focus interviews and deep visits, can be recorded, after the event can form an interview record, the focus of the interview process, can be in the form of cards or other forms to allow users to do multiple-choice, can obtain a small number of data-type things, other more is the point of view, directional, This need in the collation of the interview record, according to the problem to induce the collation;

4, in-depth interview data collation, we used to do brainstorming, set up a number of user models, and forcibly quantify the data. This method is more effective, especially when doing crowd research.

How to write market research report?

After finishing the data, we ultimately need to form a written market research document report, the most intuitive way to present to our boss, so that the boss of the product support.

1, the market research data analysis after the summary, with the form of charts or graphs most intuitive presentation;

2, analyze the current situation of users, customer demand for the product point;

3, the composition of the report has the research background, the research goal, the research method, the research conclusion and so on related content;

4, according to the time of the survey, the report will be perfect, the conclusion of the data analysis chart, draw their own conclusions summed up the trend and law

V. What are the ways and means of data analysis?

1, data analysis needs to master data statistics software and data analysis tools (analysis tools such as SPSS, etc.);

2, the main methods of data analysis are:

Comparative analysis: Two or more than two data analysis, analysis of the differences, so as to reveal the development of these things and changes in the law and situation. To the score for transverse contrast and longitudinal contrast.

Structural Analysis Method: The analysis of the overall part of the total and the overall comparative analysis of the method, that is, the overall share of the indicators.

Cross-analysis method: At the same time, two have a certain number of variables and their values crossed in a table, so that the values of the variables to become the intersection of different variables, the general use of two-dimensional cross-table analysis.

Group Analysis method: According to the data characteristics, the data are grouped for analysis.

Other examples are funnel chart analysis, DuPont analysis, matrix correlation analysis, etc.

(Data analysis methods can refer to: "Who said rookie will not data analysis," a book)

PS: There are many methods of data analysis, in the data analysis, the choice of effective data analysis methods, can achieve a multiplier effect.

Data analysis report How to guide product Manager for product design?

1. Determine the core function of the product according to the research conclusion

2, the results of data analysis into the entire iterative design process to accelerate the iteration of the product update

3. Evaluate the feasibility of the solution. Based on the results of the implementation to evaluate the solution is really feasible?

4, through the data analysis, to obtain the user's behavior law, to provide support for the product

5, day-to-day operation analysis, timely detection of product problems

6, the end of the product set a series of operating indicators for operational monitoring, and then feedback product iterations (indicators mainly include: 1, user feedback, 2, product bugs, 3, Market reflection, 4, product future development direction, 5, CTR, retention rate, etc.)