How to get the real needs of users

? Demand is a certain need or desire of people in a certain period of time, and it also has the meaning of buying desire in economics. When users describe requirements, they often stay at the superficial level, but what users say is often not the real requirements. We need to do our best to explore the real needs of users.

? Let's look at a description. Someone asked Zhang San what his current needs were, and Zhang San replied that he wanted a BMW, imported. So is Zhang San's demand really imported BMW? Actually, not necessarily. Perhaps imported Audi cars can also meet Zhang San's needs.

User's demand

? But we can't just analyze it here. We must dig deeper. Why do we need a BMW? Perhaps it is for the convenience of transportation and saving time; Perhaps it's vanity. In order to make it easy to soak mm, once the hidden demand is found, a substitute can be designed to meet the real needs of users, saving the high cost of importing BMW cars. The same is true of our products. We should not only pay attention to the superficial needs of users, but also dig out the real needs in order to design the correct products.

? We can also analyze some cases of social products, such as the stealth function of QQ, the difference between real avatars and unreal avatars in SNS community and so on. It seems that these functions are not the main functions of the product, but some subsidiary functions, so why do you want to do these functions?

The reason is that users have deep-seated practical needs such as individual psychological expression in social groups. These functions can give users a sense of existence and security in the social process, and also satisfy users' desire to express themselves. However, the user of these functions will not tell you whether he wants a real avatar or an unreal avatar. It is our duty to find out the answer.

How to get the real needs of users

1, get enough complete information.

There are many methods, the common ones are:

Open information. Including news (Baidu news, technology media, WeChat search), public comments (Weibo, WeChat, Zhihu), websites and forums in related fields, and various Internet analysis websites (such as iResearch and Penguin Zhiku). ).

User survey. Online questionnaire (questionnaire magnitude), offline questionnaire, or entrust an agency.

User interviews. Find high-quality target users for follow-up interviews. The definition of high quality is generally senior in the field, requiring product experience, right to speak and good at expression.

Interview industry experts and practitioners of similar products. You can get some more real and in-depth information.

Through these channels, the information to be obtained is probably:

Market size and characteristics

Competitive product status and user usage

Target user characteristics

How do users meet similar needs at present?

What other ways do users expect to meet their own needs?

2. Sort out the data, summarize the information and get the analysis.

? It is not particularly difficult to sort out and summarize the reality. Needless to say, you know a little about statistics or have done research. In each step of statistics and summary, we must do two things: a. Be logical; B. avoid traps. For example, a friend's research on the second element project found that the proportion of female users in the vertical field is 95%, which is affirmative from the questionnaire, but in the process of doing research, they found that boys are rarely willing to fill in the questionnaire, so the real proportion is definitely smaller than this.

? For example, the user said that he always wanted someone to cook for him. Don't think that this demand is "finding someone to cook". Need to pay attention to the demand point is: usually do not have time to cook, do not want to go out to eat and feel unclean. The core of this abstraction is: convenience, quickness and hygiene. If you just find someone to cook, the appointment procedure is troublesome and the door-to-door service is not clean enough, even if it is cheap, it is useless, because this is not his demand point.