1. What is the product demand?
1. Want vs demand vs demand.
"Want" is the external performance of users, and "need" is the internal psychological expectation of users. It is fundamental that the product demand meets the internal needs of users.
What I want is an external, concrete and directional solution.
Need, or "demand" as we said earlier, is the internal and primitive ultimate motivation.
Demand is to meet the internal demand and realize the external desired solution at controllable cost.
Second, the purpose of demand analysis
The essence of demand analysis is motivation analysis, the purpose of which is to predict the future behavior of users. The output of the requirements analysis stage needs to answer what users want, why, and what similar things and situations may be needed in the future.
What are the characteristics of the situation, how to artificially create this situation,
Demand is important because it is the driving force of user behavior; Demand is hierarchical, but it is actually another one.
User demand analysis is to accurately predict user behavior by analyzing motivation. Different needs, representing different motives, will inevitably lead to different behaviors and should be regarded as different types of users.
Considering competitiveness in demand analysis is to be more accurate than competitors' predictions, which we will talk about later.
Knowledge demand = desire to buy+purchasing power = need+target product+purchasing power
Third, how to identify the demand?
After analyzing the requirements, how to explore new requirements? This involves how to identify requirements. Appraisal needs can be considered from three aspects: perspective, efficiency and experience.
1, perspective
Let's talk about perspective first. As a product manager, we should have a variety of perspectives to examine demand and products, which are divided into user perspective and product perspective.
For example, the example we mentioned at the beginning about the visible range of WeChat friends circle has increased by one month compared with the previous three days and six months.
In this design, users often say "I don't want others to see my circle of friends" from their own perspective, which is the user's perspective. The product perspective is to consider the group and the whole, and it is to "make users feel less pressure to make friends". The final plan will be different with different perspectives.
The user's perspective meets the "want" and the product's perspective realizes the "need".
2. Efficiency
Another dimension of identifying requirements is efficiency. Under the premise of optimal efficiency, meet as many user needs as possible.
Let's use an example to illustrate that anyone who has used the appreciation function of WeChat official account knows that if you appreciate the author, his avatar will always be at the forefront.
If you haven't enjoyed it yet, then every time you enter an article, the number of people who appreciate it exceeds 24, and the avatars enjoyed at the bottom are not displayed in a fixed order.
experience
The last dimension to determine demand is experience. Students who make products are familiar with experience. It is embodied in information architecture design, process design, interaction design and copywriting design.
Experience is also a virtual indicator, which is difficult to quantify. Everyone's cognition and feelings will be different because of habits, culture and personal tendencies. Every detail of experience design will convey a kind of cognition to users. What we need to understand is that the cognitive differences of individuals are great.
For example, when the concept of "express train" first came out, the public had no knowledge and could only look for benchmarks, such as taxis and private cars. Express train was a service in between.
How to better design the express experience? In fact, users can quickly accept and understand with three cognitions: the price is lower than that of private cars, cleaner and more comfortable than taxis, and there are many cars.
Fourth, judge the authenticity of the receiving demand.
Real demand must meet three conditions.
1. The user belongs to the target user.
2. Demand must conform to product positioning.
3. This demand can be realized.
Five, how to analyze the demand
1, user story analysis.
Demand is a comprehensive evaluation of users' external desires, internal core needs and available costs.
Based on this conclusion, I have compiled a sentence that can be used as an evaluation framework for demand analysis-who solved a problem and how?
In this sentence, "who" refers to our target users, and we need to make clear the user portrait; The "problem" corresponds to the demand mentioned above, and the "method" is the product solution we provide based on the demand.
How do we solve the problem? In fact, we are asking ourselves, as a product manager, what kind of people are you serving, what are their core demands, and what product solutions have you designed to meet their needs.
User analysis can start from two angles: user identity and user characteristics. What group of users are, age, gender, region, etc. are the basic materials for constructing user portraits.
What are the characteristics of the target users, such as professional characteristics and cultural characteristics, which can help us understand the users better.
Secondly, the demand scenario, to put it bluntly, is the environment and state of users using our products.
"Field" is time plus space, and "scene" is scene and interaction. When the user stays in this space, the scene interaction triggers and wraps the user's opinions.
Maslow's demand theory can be used to analyze users' needs and evaluate which level is met.
Demand, or the five-layer model of user experience is used to divide the demand hierarchy.
User value is measured from two aspects: experience and efficiency. A demand can improve the existing experience, enhance the user value, enhance the use efficiency and enhance the user value.
How to measure whether the experience has improved? You can subtract the old experience from the new one. For example, the simple and rude way to improve an experience is to subtract the old and new experiences to get the user complaint rate. If it is positive, it means that the user value has improved.
Efficiency can be measured by the average time for users to complete a task. For example, in e-commerce products, whether the efficiency of bill of lading has improved is measured by the difference between the old and new average transaction conversion time.
Business value is more intuitive and related to cost and profit. The traditional commercialization methods of the Internet include advertising, games, membership and so on. At present, there are many value-added services and third-party capacity export services, all of which are commercial means and will also meet some product needs.
2. Maslow's framework is combined with marketing methods.
Doing demand research and analysis, the most embarrassing ending is: users think they have made it clear, but we think we have heard it clearly, and the difference between the two sides is so great.
? Before the product goes online, even before entering the product design stage, how can I know that the requirements analysis I have done is deep enough?
? The general method given by the industry is MVP(minimumvable Product), which is used to collect online actual data. But MVP can only tell you whether you are right or wrong, and still can't solve the problems of "why" and "how". Moreover, MVP still has the problem of coverage. How to design the MVP to cover all the scenes that should be tested?
After 1959, Maslow thought that the orientation of "people-oriented" would lead to the tendency of "liberalism", which would lead to egocentric tendencies such as selfishness, irresponsibility, disregard for others and self-indulgence. Therefore, Maslow published "Z Theory-Two Different Types of Self-actualizers" in 1969. According to "Cross-humanistic Psychology", the hierarchy of needs is divided into three sub-theories: X Theory, Y Theory and Z Theory.
Conversely:
Z theory
The highest demand (spiritual demand beyond)
Y theory
? The need for self-realization
? Respect demand
? social needs
X theory
Safety demand physiological demand
Demand stratification in marketing
In kotler's "Marketing Management" (15 global edition), such a case is given:
Express demand: customers need a cheap car;
Real demand: customers need cheaper cars, not cheaper cars;
Unspoken demand: customers want retailers to provide better services;
Pleasant demand: customers want retailers to equip them with on-board GPS systems;
Secret demand: customers want their friends to regard TA as a knowledgeable consumer;
With the first two frameworks, we can keep the source and expression process of requirements. But the usage of the two sets of frameworks is just the opposite: Teacher Ma's framework is "5:1"-choose the current level from five levels; But the demand theory of marketing is "1:5"-obtaining a demand is decomposed from five aspects.
We use the example of selling apples to restore the process of demand analysis:
The user said, "I want to buy an apple." At this time, don't directly put out Mr. Ma's demand level, because this is not a "fundamental" demand at all, but combines the specific needs of a specific product-Apple.
At this time, you should use five categories in marketing:
? Expressed the demand: I want an apple;
? Real needs: it may be to solve hunger, it may be to solve greed, and it is more likely to solve the symptoms of hypoglycemia.
? Wait;
? Unexplained needs: if you want to fill your stomach, you need a big one; If you want to satisfy your hunger, you must taste good.
? Yes; If you want to solve hypoglycemia, you need something sweet;
? Pleasure needs: Of course, if you are full, satisfied and dizzy (one of the symptoms of hypoglycemia), if you buy one.
? Take one for free, make apple juice for free, and add some extra sugar, which may be better;
? Secret demand: I may be busy at work, and then I have to go to other places, so I really don't have time to eat anything else; Or maybe.
? I have gained weight recently and need to eat fruit as a meal;
Sixth, judge the value of demand.
1. breadth: audience and audience.
2. Intensity: the urgency of user demand.
3. Frequency: Interval and Sustainability
VII. Ability to reduce demand
? 1. Assess and quantify requirements.
2. The requirements with strong correlation are integrated.
? Prioritize
All the value judgments of products are based on the understanding of the industry and market; Knowledge and understanding of human nature (found no, the grasp of human nature always runs through all levels of the product)
Eight, the classification of demand
9. Prioritize requirements
Usability is the basic requirement, and the standard of usability is that the product has complete functions, no abnormality and logical closed loop. If the function or process is missing, or the product has a bug, the usability standard cannot be met.
Ease of use corresponds to some icing on the cake requirements. On the premise of meeting usability, process optimization and interaction optimization are carried out to make products achieve a good user experience.
Love is to make users form habits and dependence. For example, we publish a lot of content in the circle of friends. With the increase of content, our turnover costs will be higher, and we can receive positive feedback from friends every time. This closed loop can form habits and dependencies.
Communication ability makes products have the property of value diffusion. To meet the needs of users and gain market recognition, it is necessary to extend the value to attract more users, which is based on the premise of complete basic functions, excellent experience and satisfying user value.
X. how to improve the ability of demand analysis?
1. Listen
First of all, listen. Facing the demand side, whether users, operators or engineers, listen first, which is the premise of putting down homemade products.
What is the truth? Objective causes and phenomena are facts. Analyze the reasons behind the phenomenon, and then form an opinion based on the reasons.
observe
Followed by observation, observation is the best way to gain insight into users' needs. Go to the users and see what they have done. Actions often reflect the real needs of users.
Step 3 be absorbed
How to feel and put yourself in your shoes? The easiest way is to go to the user's environment and feel that the user is not as good as the user.
Only when you feel personally, especially when you feel pain, can you really understand users.
Ps:
Demand communication: demand in demand?
? As for how to say it, we can also apply the previous framework-the boss tells you to "do a demand analysis".
? So:
Indicates the demand: the boss needs you to do a demand analysis;
Real demand: the boss may be planning the next new product, or he will eliminate a competitor, or the boss's boss requires it, or ......
Unspoken demand: what about time? What about quality? What about form? Where is the report? What, you don't know? Ask quickly!
Pleasure needs: The boss may want you to give different answers from different perspectives (employee perspective, cross-industry perspective, young perspective, etc.). ); Maybe I hope you can directly make it into ppt format that he can use to report, maybe. ......
Secret demand: the boss needs to find a breakthrough under the huge performance pressure of the company, and the boss "may" have his own small plan for promotion and salary increase. ......
Question 1:( 1) Good at, good at? Stay, pass
Question 2:B
Question 3:( 1) Be studious; (2) Be brave in introspection.
Question 4