Ideas and methods of product demand analysis (note arrangement)

This paper is the note arrangement of super-sub courseware. For entry-level product managers, how to master the ideas and methods of product demand analysis, through learning this course, you can have a more systematic understanding of this knowledge system. The content of the courseware is a combination of theory and practical examples, and the real knowledge of dry goods is easy to understand. It is of great help to my recent interviews in various companies.

There are always three categories:

The first section is mainly the understanding of the connotation of product demand; Understand the classification, level and law of demand; Learn how to correctly express product requirements.

The second section is mainly to master the channels and methods of demand acquisition; Learn how to record requirements.

The third section is mainly about the understanding of demand mining usage scenarios; Master requirements mining methods; Master the method of demand analysis and the sorting method of demand priority.

First, the ideas and methods of product demand analysis-product demand

1, the connotation of product demand

① What is a product?

All artifacts can be products, which are produced to meet people's specific needs. Cars are designed to make you run faster; The house protects you from the wind and rain; Clothes are designed to keep you warm and hide your shame.

② What is demand?

Demand is an inner state in which individuals feel some kind of deficiency physically or psychologically and try to be satisfied. It is the basic motivation for individuals to carry out various activities. This is the psychological definition of demand.

(3) the relationship between the required products.

Products are produced for people's needs. Because of demand, users need products. Internet products meet human needs through Internet technology.

The forms of Internet products are: App, webpage, PC client, software in various hardware, AR, VR and so on. What product managers do is how to design Internet products to meet the various needs of users.

Case study: You are hungry at noon and want to eat as soon as possible, but don't want to go out. It is a demand to fill your stomach quickly, so take-away products were born. For example: Meituan take-out, hungry?

⑤ Understand the misunderstanding of demand.

Many products will be superficial when discussing requirements. One of the most common problems is that the solution is regarded as a requirement, and the understanding of the requirement must be excavated to the level of mental state.

2. Classification, hierarchy and regularity of requirements, and decomposition of user requirements.

① demand classification

User needs: to meet user needs, users are God.

Business demand: everything is money-oriented, commercialization is the purpose, and the product value is maximized.

Relationship between user requirements and business requirements

Providing products must meet the needs of users. Only when you meet the needs of users, can you be valuable to users and realize your commercialization purpose. The premise of talking about business needs must be talking about user needs. As long as you meet the needs of users, your business needs can be realized.

Case study: In the early days, the user demand of WeChat was higher than the commercial demand, and it only met the user demand, without any fees and advertisements. In recent years, the needs of users have been well met. As a mature product, business information is becoming more and more powerful, and there are fees for paying cash withdrawal, advertising intervention and selling advertising space.

② hierarchy of needs: Maslow's hierarchy of needs theory.

(1) Physiological needs: meeting the basic needs of daily life, such as food, clothing, shelter and transportation;

(2) security needs: such as worrying about health, poverty and ignorance are all manifestations of insecurity. When there is a sense of insecurity, the internal drive will promote the need to gain a sense of security;

(3) Social needs: Socialization includes friendship, love and affection;

(4) Respect for needs: I hope I can be respected by others, show myself and gain people's recognition. Respect and being respected exist in communication and interaction with social networks;

(5) Self-realization needs: the needs of the highest class. For example, Weibo plus V, Zhihu.

User needs: Seven deadly sins of human nature. In the Bible, human beings are born evil, so from birth, they have been atoning for their sins all their lives. Specifically, there are seven deadly sins: lust, gluttony, greed, laziness, rage, jealousy and arrogance.

③ hierarchy of needs rule

Law 1: The hierarchy of needs theory divides human needs into five categories from low to high. Only when the lower-level demand is met, the higher-level demand will become a new driving force.

Law 2: These needs are innate and will not change with the changes of society, that is, the needs will not change, but the products that meet the needs.

Rule 3: The core of a product is whether the demand it solves is just needed. Maslow's minimum physiological needs, such as food, clothing, housing and transportation, are just needed. The security requirements of the upper level are also common, and the higher the level, the less necessary it is, such as self-realization, which is no longer necessary for everyone.

Rule 4: The lower something is, the more prosaic it is, and the more tepid it is to use. It is a tool that is only opened and used when needed. Other demands based on freshness are empty at the peak of use; When the valley is low, the door is empty. Therefore, based on the needs of the underlying tools, the stickiness is not necessarily the highest, but it must be the longest.

④ Disassemble the user's requirements.

A user's demand can be regarded as a "user goal" of a "target user" in a "reasonable scenario", which is actually to solve what problems "who" wants to solve in what environment.

Case: Decomposing User Requirements

Requirement 1: I love music. You must listen to music when running, and you must listen to particularly touching music.

Demand 2: I want to know what music is popular recently, otherwise K songs always feel backward.

Demand 3: I don't know what to listen to, and I don't like what I recommend.

Summary of this chapter

Demand is the word most frequently used by product managers, but how many people know the real meaning behind the word demand. What exactly is product demand, how to classify demand, what is the relationship between user demand and business demand, and what is the correct way to open demand can be deeply understood through this lesson.

Second, the ideas and methods of product demand analysis-the source of demand

1. Access to demand: external and internal.

① External:

The external ways to obtain demand include users, competing products, markets and partners.

(a) users: the original intention of product design is to meet the needs of users, which can be obtained through user feedback and user research;

(2) competing products: there are two kinds of competing products. One is a product that meets the same user's needs with the same product function, and the other is a product that meets the same user's needs with different product functions. The satisfaction degree and way of competing products to users' needs can bring some enlightenment to our product design.

(3) Market: Demand and products are often affected by the adjustment of industrial policies. Such as' net action' and' taxi software taxi service is illegal operation'.

(iv) Partners: Partners play an important role in the business model.

② Inside:

The internal ways to obtain demand are product data, boss, colleagues and themselves.

(1) Product data: Users will generate behavioral data when using it, and these objective data will reflect users' needs to a certain extent.

(2) Boss: The fundamental purpose of business operation is to make profits. Products must consider the strategic needs of the company while meeting the needs of users.

(3) Colleagues: products, R&D, design, operation, marketing, sales and customer service are the people closest to users. They often know the complaints of users best and can also make constructive suggestions.

(4) Self: The product manager should be a heavy user of his own products and a target user of the products, and find the needs of users in the process of using the products, so as to better help users solve problems.

2. Demand record

After obtaining the requirements, the product-related personnel also need to make a preliminary record of the data, so that the product managers behind can analyze, manage and realize the requirements.

(1) How to record requirements

② demand type

According to product attributes: it is divided into four types: idea, new, optimized and Bugfix;

According to product functions: it is divided into functional requirements, business requirements, data requirements and design requirements;

Summary of this chapter

Demand comes from all aspects, and the product manager's control of demand is an important part of testing product capabilities. In reality, there are often many unreasonable demands. The problem lies in the wrong demand source, which leads to the low quality of demand. Therefore, it is necessary to control the source of demand and improve the quality of demand.

Third, the idea and method of product demand analysis-demand mining

1. Understand the usage scenarios of requirements mining.

Usually in the early stage of product planning, the product manager needs to locate the pain points of users and propose solutions for them as the core functions and selling points of the products. For example, the core function of scenic spot navigation is positioning navigation, and the core function of weather forecast App is weather report and forecast. After defining its core functions, it is necessary to plan other extended functions or related functions to increase the stickiness of users and promote their activity and transformation.

2. Master the method of demand mining.

① The mode of "mind+scene" is a process of analyzing every mental state of users and proposing solutions under certain environmental conditions.

Case study: Ink weather is broadcast based on weather. What psychological activities do users have when they know the weather? Is it raining again? How many clothes do you wear out today? Whether the air quality is suitable for sports, sort out the possible psychological state of users in this scene one by one, and list the functional points according to the psychological state.

(2) Tag+scene is to think about the basic cognition of users in a scene and what functions users with this feature need in this scene.

Case: keep is aimed at post-80s sports software, so we first list post-80s social and tagging behaviors, and then select a scene to consider whether there are new function points one by one.

3. Demand analysis

① demand analysis method

Demand analysis is divided into three parts: demand screening, demand perspective and demand sequencing.

The logic of the three: first, filter out the requirements not to be done, then further refine the requirements to be done, and finally prioritize the refined requirements. Let's make an analysis of these three.

(i) Needs screening

The characteristics of requirements screening include authenticity, consistency, value and feasibility;

Authenticity: whether this demand can meet the needs of users;

Consistency: how many users need this demand, how big the coverage is, and whether it meets the product positioning;

Value: How much value can demand bring? How much will it cost? ;

Feasibility: whether the demand can be realized on the existing resources;

(B) Demand perspective

Demand perspective includes surface demand, essential demand and product demand. Essential demand is the fundamental problem that users want to solve. Only by obtaining the essential needs of users can we find a reasonable solution to the needs of users; Product demand is to get a better solution according to the fundamental problem that users want to solve.

(iii) Demand sequencing

The three basic considerations of demand sequencing: strategic positioning, product positioning and user demand can be divided into seven dimensions: relevance, logic, value, intensity, breadth, frequency and type.

(1) Relevance: the correlation between survey demand, strategic positioning and product positioning.

(2) Logic: Only when function A is completed can function B be executed.

Case Study: Development Strategy of WeChat Wallet: Binding Bank Card-Recharge-Consumption-Red Packet-Fortune management-JD.COM Select-Living Payment.

(3) Value: Investigate the nature and quantity of enterprise value and user value that can be created by demand.

(4) Intensity: To examine the intensity of demand, we should consider three factors: necessity (essential), high frequency (frequent demand) and sustainability (maintaining sufficient demand frequency for a long time).

(V) Scope: How many target users does the demand cover?

(VI) Frequency: Check the number of times the demand appears in unit time.

(VII) Types: Classify requirements according to KANO model and investigate the types of requirements. Carnot model holds that user needs can be divided into basic needs, expected needs and exciting needs.

Summary of this chapter

The demand of products comes from users, customers and leaders, and the product manager should have his own set of product function planning ideas and methodology; For the collected requirements, we can judge whether the requirements meet the user's mental and personal characteristics through the two latitudes of "mind+scene" and "tag+scene". Secondly, the analysis, screening and prioritization of matching requirements, which is the most test of product capabilities. The Internet industry is changing rapidly. Only by making good use of the resources in hand to arrange the demand reasonably can we seize the market opportunity, give priority to meeting the needs of users and obtain market traffic.