The essential difference between market research and user research

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It seems that the business is still narrow, the attention of the people are not many, based on two areas have done and still groping in this field experience, I would like to give a look at:

1 Market research and user research in fact, there is not much difference in nature

Why do you say that? That's because market research and user research are all about researching people, studying user/consumer behavior habits, action patterns, inner needs, and how to influence these users/consumers.

For example, in the previous market research to the milk manufacturers will be to study the user's demand for milk and how the knowledge of the milk product is produced, so as to draw a--> from the lactic acid beverage containing fruit grains--> supplement the beneficial vitamin--> vitality and other similar consumer demand map, And in doing user research has also studied the user to the network real name cognition, from need true information--> ID card--> has the security safeguard characteristic and so on (certainly example some inconvenient disclosure special condition).

In essence, these studies build a user/consumer understanding of a product/business based on an insight into the user/consumer's needs, thereby finding a key point that can affect the user/consumer behavior, especially the purchase or use behavior, to achieve business goals.

2 Advanced requirements are different

Of course, the essence of the same thing, under different requirements may also show a completely different look, market research and user research, one of the differences is the advanced requirements of the difference.

The so-called advanced requirement refers to extending the field of view from the report, when landing to the actual work, these studies on the reality of what guidance (generally more experienced researchers will face the problem), from the impact of reality, the focus of market research is actually the marketing work of enterprises, The focus point of user research is more focused on product design, especially the design of Internet products.

This differentiated landing needs, in fact, caused by market research professionals, to the concept of marketing is not only clear, and has its own unique point of view, and the user research professionals, it is more necessary to have interactive design, product experience related knowledge, in order to work in their respective jobs.

Another example is the study of user/consumer awareness of a product, the result of the market research is to tell the enterprise how to sell the product (it involves choosing the target group, the advertising appeal, the channel of delivery, the pricing of the product, etc.), and the result of the user research is to tell the enterprise what core function the product needs. What needs to be designed, where to add hints, what visual effects, and so on.

3 Maturity of different

Market research in the domestic development, has been the story of the 90 's, and in foreign countries has long formed a fixed system, but also the necessary links in marketing, reference Kotler ' Marketing Management ' book, where there are special chapters to describe how to conduct market research, the rise of user research is accompanied by the development of the Internet era, relatively speaking, the system more fragmented, various theories and methodologies of the lack of unity is more obvious, and most crucially, in a product development of the ecosystem, user research has not become a must Fewer key links exist.

Contact the current Third-party services market can also be seen, professional market research companies are numerous, and professional user research companies are few, all because the user research in the ecological chain of the status is not so important, all more enterprises to choose their own hold such a department, Rather than relying on professional teams to provide advisory services.

Of course, from the perspective of development, market research has developed to a certain extent, can create a cause of the era has passed (such as the original Yue did), and user research (mainly internet-based) is in the ascendant, is a continuous accumulation of theory and methodology of the era of great development, perhaps you reader, The Yue of the future is unknown.

Finally, focusing on the industry is the way to Ascension

Whether it is to do market research, or do user research, an undeniable is actually your field, the financial sector has a financial field of play, fast consumer products have quick elimination of skills, information types of websites have information type of doorway ... Each field has a different pattern of experience accumulation and action, if you can't go deep in a field, and just jump around in market research or user research, you'll always be a proficient analytical theory and method, but not solve any problems of the so-called "experts" exist, the result is the road horse horsepower , a long time to see kinky heart ~ ~ ~ (Source: Mas-micro-internet http://www.ma4.net/maas-8.html)