What is a user profile? How to analyze user portraits

What is a user portrait?

User portraits are virtual representatives of real users and are target user models based on a series of real data.

In layman’s terms, it means – what is the target audience of our products, what are the core groups of people who use our products, what are their behavioral characteristics and consumption habits, and what are the core factors that can stimulate their purchase need.

We can understand that it is the core weapon of a company. It can help us:

Focus on and gain insight into user needs.

Make decisions more accurately.

Cultivate users’ thinking.

In order to help you better understand user portraits, here is a set of user portrait creation templates for you to refer to: How to analyze user portraits?

1. Baidu Big Data Insight: Baidu Index

Baidu Index is a data sharing platform based on Baidu’s massive netizen behavior data. There are three display dimensions of Baidu Index: trend research, demand map, and crowd portrait.

Trend research: This is the core and most basic function of the Baidu Index. It uses the time dimension to determine the attention of keywords; we can do comparative analysis to find out the rules.

Take art classes as an example. After searching for keywords, I found a pattern. March and September are the peak search periods every year, which coincides with the two school seasons.

Demand map: The demand for related search terms expressed through the changes in search behavior of users before and after searching for the term.

For example, through the big keyword "art", the related small keywords are retrieved. It can help us grasp user needs more accurately. The larger the circle within the circle, the stronger the correlation with the big keyword.

Crowd portraits: The most popular characteristics of people searching for keywords are based on the characteristics of region, age, gender distribution and interest attributes.

2. Global data insight - Star Observation Disk

Star Observation Disk gathers global data composed of Baidu’s domain data, customer data, and partner data to build massive user behavior tags. Provide multi-dimensional industry and brand insights, comprehensively perceive user behavior and intentions, and help brands lock in precise target users.

With the help of stargazing disk data to refine the segmentation of the population, you can cover different focuses for attracting marketing, enhance target users' awareness of the brand, and enhance influence.