Pay attention to users ' opinions and despise users ' behavior. 4 misunderstandings of Internet product user research

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Recently and some users to do the research of the exchange, found that many of the people who do this industry are a little confused about their work. The report wrote a lot, the data also analyzed a lot, but it felt that the actual operation of the product is not helpful, even the analysis of the results and the actual situation than the deviation is very large. In fact, user research is not an emerging field, in many traditional industries, user research for the development of the industry has played a huge role.

The Internet industry user Research in fact and the traditional industry has a very big difference, but many of our researchers still follow the traditional market research ideas and methods, the results are not good. Here, the author summed up a few common misunderstandings, I hope to be engaged in the Internet industry user Research Friends play a reference role.

Misunderstanding one, aimlessly do user segmentation and user portrait

Do the user portrait of this thing is actually from the rapid consumer research model inherited, through qualitative, quantitative way, their users into one or more types of groups, and find their typical characteristics, such as men, 25~24岁, income 4000~5000 yuan 、...... FMCG industry to do such research is a certain value, because the product homogeneity of the industry is more serious, the market of different companies in the product, or the same company different brands of products, in fact, there is no big difference in functionality, it is difficult to monopolize the entire market.

So each product must find its own market position, and through advertising, price and other means to strengthen their position in this position. It is important to find a segmented user group at this time. But for Internet products, there is basically no cost and pricing problems, the main difference is the user experience. and the quality of the user experience is basically a unified standard, not because of the different groups and there is no big change.

Therefore, this time to do user segmentation and segmentation of the group portrait is actually not much significance. Despite this, a large number of Internet Enterprise user research teams (including their market research providers) are also making user segmentation and user portrait As one of their important work, writing a large number of exquisite, rich user portrait reports, but ultimately the results of these reports can not be used.

Misunderstanding two, the product of the loyal users as the core users of the product research

What is a core user? Different internet companies have different definitions. Considering the convenience of operation, many companies will study their own products loyal users or active users as their core users. Believe that these loyal users are the basis on which the product can be relied upon. Many times, such assumptions are not problematic. In the traditional industry, it is very common to study the loyal users deeply, find their common characteristics, and then promote the products in similar groups to enlarge the size of the loyal users.

But for some Internet products, especially those in the fall period, loyal users may be just lazy users. The only reason they are still using the product may be to "bother" to change a better product. At this time their characteristics do not represent the market demand and development trends. Instead, those who are not loyal to the user, they are sensitive to product awareness, should be the product team need to pay special attention to the object.

Misunderstanding three, the product of existing users as the target user to study

If the product is grown naturally, the existing user is typically the target user of the product. But many products because of marketing pull and other reasons, although the number of users is very considerable, but user activity is not high. It is likely that these users are not the target users of the product. They do not have any demand for the product, but are forced or inadvertently use it. A study of it will find no valuable point of view.

In traditional industries, if the existing users and target users are found inconsistent, can change the positioning of the product itself to better meet the needs of existing users. This can be a big problem if it comes to Internet products. Because you may not understand what users want or adjust their products to meet the needs of existing users.

The Internet target user's determination should actually be the product concept period to determine, exactly what kind of user has this kind of demand, understands clearly after the target development product, and after the product iteration process always grasps the goal user's demand, the marketing work also as far as possible targets the target user to carry out. Now many products are introduced not to see a user needs, but to see the market has similar products do a good job, they also want to try, it developed. After the launch of the market found that the effect is not good, the target users do not buy, and constantly change the function, change the target users, the result is still around the wall, eventually sadly out of the market.

Misunderstanding four, pay attention to user's opinion and despise user behavior

When users consider product features, they often do not think of the implementation of the difficulty, not even consider this feature is really launched to meet their own needs. If you ask the user's opinion directly, they may say a lot, and if the product manager has complied with it, the product will find that the user is not going to use it.

It is difficult to observe and record the user's behavior in the research of traditional industry, and the data obtained are inaccurate. But in the Internet industry, the user behavior path can be completely preserved for researchers to analyze. On the one hand is to the existing product user log data mining, on the other hand, in the special user survey to simulate the user's real use of the environment, to observe its use of related products behavior.

The requirement for researchers is to be able to design research scenarios, to assume what is worth observing, and to be able to observe valuable points from the details of user behavior, such as the fact that the page stays too long, because there is so much to see. Or is it because you can't find what you want?

The author of this article, Tang Xin, a senior analyst of the Consulting Group, Weibo @ Bo Yan