To build a super product, companies need to constantly discover user needs. In this process, we will collect a lot of needs. However, some user needs are not necessarily the real needs of users and do not have value. So how should enterprises conduct demand analysis?
In a highly competitive business environment, countless products are born every day, and countless products are eliminated. Many times we will find that those eliminated products have one thing in common, that is, they have not grasped the needs of users. , Can’t really understand users, naturally can’t create super products, can’t attract users.
In the process of building a super product, facing various needs, if you unrestrainedly add functions to meet the various needs of users, it will only cause the product to lose value. What can a product without a core positioning do? User brings value?
This has become the subject of this article. How to conduct a demand analysis in the process of creating a super product?
01
Understand the difference between product needs and user needs
Product demand: It is to provide users with solutions and make the products they want according to their real needs.
User needs: The needs put forward by users from their own perspective.
Demand analysis: Starting from the needs of users, mining the real needs of users and transforming them into product needs.
Under these premises, companies can't just look at user needs, but find the reason. Why do users have the idea of needing this demand?
Seeing this, we will find that clarifying how user needs arise can help companies meet user needs through product needs.
We can trace the time back to before the consumption upgrade. In the past, the rigid needs of users were undoubtedly food, clothing, housing and transportation. This is what we cannot live without every day, which means that the market has a lot of space and has become the key to the rise of many companies. After all, the concept of consumption at that time was that what product the company provided, the user used what product.
With the advent of consumption upgrades, users can choose more and more products. After meeting their immediate needs, users will have other needs. At this time, whose product can provide users with more value, the more likely it is. Selected by the user.
It is precisely because the needs of users have become diversified, but companies cannot meet the various needs of each user, so how to conduct demand analysis and find valuable needs has become the key to the company’s creation of super products. Real demand can make the products they need.
02
Mining user needs
In many cases, users have a variety of needs because they have encountered too many problems in their lives, which they cannot solve in time, and thus generate demand. Companies make a product, function or service to solve user problems and meet their needs. For demand analysis, companies need to go to the users to dig.
A super product must cater to users. Satisfying user needs is the key to creating a super product. What do you really need to understand? In order to really make products that users like.
For example, take the Ford car that everyone is most familiar with. Everyone knows that if Henry Ford at the time listened to the users, it would be impossible to build a car, because the user needed a fast horse.
In fact, whether the user needs a fast horse or a car depends on what kind of scene the user puts forward such a demand. If they want to go to another place quickly, then the car can satisfy the user well. demand. If they want to race horses, they really need a fast horse.
Find the core user groups, walk into the users, dig out their essential needs, meet their needs, and create a super product.
03
Scene analysis
When mining user needs, companies can try to determine whether this is a fake demand or a real demand.
In many cases, companies cannot only look at the needs and products themselves, but put user needs and products into the scene in order to find the reasons for the needs of users.
Here we try to analyze the scene:
1) What kind of demand will users generate in what kind of environment.
2) Find the core user group.
3) Analyze user behavior.
In other words, scenario analysis is to consider what kind of behaviors and what kind of needs will be met in what kind of environment and what kind of users.
As an aid, questionnaire surveys and user interviews can also be conducted to collect and supplement information.
04
Create super products
In many cases, what users say is not necessarily what they think in their minds. Of course, this is not deliberate by users. It may also be because they cannot express their true needs, or even don’t even know what their true needs are.
Therefore, in the process of creating super products, in addition to digging out user needs and making the products they want, companies also need to think about the following points:
1) Whether the user is a core user, if it is not the main target user of the product, then their demand reference value does not have much reference value, the specifics still depend on the situation, and the recommended suggestions are still to be listened to.
2) Whether the demand meets the product positioning.
3) How much cost should be invested to meet the demand, and analyze the value of the demand.
When considering demand value, we can consider these three dimensions:
1) How often is the demand used?
2) How many audiences are in demand?
3) The intensity of user demand.
05
to sum up
Of course, these are just one of the ways companies create super products. After all, user needs are always changing.
If you want to get a deeper understanding of user needs, you can only go to the users and think from the user's perspective to discover their real needs, make products that users need, and let products bring value to users.
Just like casper, it is relying on constantly tapping the needs of users to make only one mattress that makes 99% of people feel comfortable, defeating many peers and becoming a giant in the industry.
The difference between "products that meet demand" and "super products" often lies in the degree to which the enterprise grasps the needs of users.