Understand the significance of the analysis report
Regarding the meaning, I would like to use the following three "degrees" to summarize. Based on these three "degrees", we can first conceive in our minds what our analysis report is going to talk about?
①About height
The so-called climbing high and looking far, for example, if you stand on the bank, you will definitely not be able to see the whole picture of the river. Only the higher you stand, the clearer you will see. The process of conceiving an analysis report is the process of ascending a height. Only by standing at a relatively high height can one see the whole picture of things and help understand the essence of a certain phenomenon or transaction.
②About the angle
Looking up, looking down, and measuring are all viewing angles. Different angles of observation lead to different conclusions. Therefore, the analysis report should be multi-angle, observe from different angles, and convey different analysis conclusions.
③About depth
Finally, the analysis report must have depth. If there is no depth, it is just an article stating facts, not a report containing analysis and thinking. For example, the number of users of a certain function has decreased. Don’t just analyze the year-on-year decrease, but analyze whether the conversion path of the function is normal. What are the factors that affect the decline in the number of users?
Determine what to express in the analysis report
① What is the subject of analysis?
Think about what our analysis topic is? Is it the cause of a phenomenon? Understand the market & competition? Periodic summary? Or something else?
The analysis ideas for different topics are slightly different, but as long as the analysis topics are well grasped, the analysis ideas can be continuously corrected. Compared with the students who have written analysis reports, they have experienced that after thinking divergently, they don’t know that they want to analyze their ideas. At this time, think about what your analysis theme is and make sure you are close to the theme.
② What is the purpose of the analysis?
What problems can be solved after analysis? Analysis is to disassemble and analyze: divide the whole of the research object into various parts and examine them separately. After clearly describing the differences and connections of things or phenomena through analysis, it is necessary to draw methods, conclusions or suggestions that can solve problems. These are the purposes of analysis.
Structure of the Analysis Report
1. Research Introduction
Research purposes:
Research method : _
- Diary Research: Study Diary Data and Date Ranges
- Customer in-depth interviews: top customers and small and medium-sized customers
- User Interviews: Users of Different User Tags
- Questionnaire Survey: Sampling Method and Sample Distribution
2. Core conclusions
Summarize in one sentence or a picture, similar to the structure of "total-score-total" in a composition, and make a high-level and summarized summary of the analysis report.
3. Detailed discovery
3.1 Determine the analysis framework:
The process of determining the analytical framework is closely related to the subject we want to analyze. If we want to do a summative analysis, then the idea is to describe the phenomenon based on the conclusion. Simply put, we can make a declarative description of each content related to the conclusion, and then draw a summary;
If it is a research analysis report, such as studying the attribution analysis of a certain App DAU decline, then the idea is to find out the impact factor based on this decline phenomenon, and to make a declarative description of the impact factor, but also to find the existence of the impact factor and the result The relationship, that is, we need to really analyze the attribution scenarios and impacts, and then present the process and thinking in the form of reports.
Therefore, grasp the analysis theme well, and constantly think about whether the analysis framework is closely integrated with the theme.
MECE principles
The full name of MECE is Mutually Exclusive Collectively Exhaustive. Chinese means "mutually independent, completely exhausted". There are two main principles when using MECE analysis:
The first is completeness, which means that in the process of decomposing work, do not miss a certain item and ensure completeness; each part is mutually independent (Mutually Exclusive) — "Mutually Exclusive" means that the subdivision of the problem is in the same Dimensions are not clearly distinguished and cannot overlap.
The second is independence, which emphasizes that each task should be independent, and there should be no overlap between each task. Collectively Exhaustive — "Collectively Exhaustive" means comprehensive and thorough.
Fishbone Diagram Analysis - Causal Analysis
Our analysis theme is always affected by some factors. Find out these factors through brainstorming and connect them with the theme. Graphics, this process is called fishbone diagram analysis. It is necessary to clarify what the fish head is, that is, what the result is; the big bone is the main cause; the middle bone is the fact; the small bone is the factor.
5W2H analysis method
The 5W2H analysis method is also called the seven-question analysis method. It was first created by the U.S. Army Ordnance Repair Department in World War II. It is simple, convenient, easy to understand, use, and instructive. Therefore, it is widely used in business management and technical activities. For decision-making and executive activities The measures are very helpful, and also help to make up for the omissions in consideration of the problem
SWOT Analysis
SWOT analysis is based on internal and external competitive environment and situation analysis under competitive conditions. It is to enumerate various main internal advantages, disadvantages and external opportunities and threats closely related to the research object through investigation and arrange them in a matrix form. Then use the idea of system analysis to match various factors with each other for analysis, and draw a series of corresponding conclusions from them, and the conclusions usually have a certain degree of decision-making.
The above mentioned are relatively typical analysis methods, and there are many other analysis methods. If conventional analysis methods cannot draw conclusions, then data can be used for insight, and the internal relationship between factors can be found through modeling and other forms.
3.3 Summary analysis conclusion:
In fact, it is a summary of the above-mentioned analysis process, because we have already thrown out the core conclusion at the beginning, so this conclusion is a supplement to our core conclusion, and we can also check whether the analysis conclusion corresponds to our core conclusion, so as to avoid the occurrence of false positives. In the end, the unintelligible situation appeared.
4. Summary
All analysis is based on following the logical thinking of discovering the problem-finding out the law and cause of the problem-providing a solution; there must be a clear conclusion and attention should be paid to the clear adjustment when expressing it; if it can be displayed in a diagram, use a diagram to display it, avoiding redundant Text description; the accuracy of the data must be guaranteed. If the accuracy of the data cannot be guaranteed, then our entire analysis report is not valid.
So after understanding the above basic ideas, it is not difficult to complete an analysis report. The real difficulty lies in whether the analysis ideas are clear, whether the insight into the results is deep, and whether it is possible to draw a direction that can put the business into practice.