The misunderstanding of four Internet product users ' research

Most people who do research in the Internet industry are confused about what they do, write a lot of reports , and also analyze a lot of data , but feel that the actual operation of the product is not much help, Even the analysis of the results and the actual situation may not be consistent. But in many traditional industries, user research has played a great role in the development of the industry. In fact, the Internet industry user Research in fact and the traditional industry is very different, but many of our researchers actually still follow the traditional market research concepts and methods, found that the effect is not good. Therefore, the author summed up a few common misunderstandings, I hope to be engaged in the Internet industry, the user research friends help.

Misunderstanding one: No destination for user segmentation and user portrait

Do user portrait This thing is in fact from the fast consumer products do user 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.

Traditional industry products have to find their 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.

Internet products basically do not exist 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.

Myth Two: to study the loyal users as the core users

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.

In the Internet industry, the product, especially in the fall period of products, loyal users may only be inert 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.

Myth Three: The existing users as the target users 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 a demand for the product themselves, but are forced or inadvertently to use it, research on it will find no valuable point of view.

In traditional industries, if you find inconsistencies between existing and targeted users, you can change the positioning of the product to better meet the needs of existing users.

Appearing in internet products can be a lot of trouble. 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 then targets the development product, and after the product iteration process always grasps the target 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's 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.

In the Internet industry, user behavior paths 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?