The difference between a market and industry
l Market : consists of consumers and their needs
l industry: Companies provide alternative commodity composition
1.1 Market and industry relations
1.1.1 Market:
Market relations means that suppliers and customers as the relationship between buyers and sellers, including customer and supplier relationships, distribution channel relationships 17 kinds of relations, customers and service providers and so on. Improvement of market relations depends largely on the improvement of the micro market relations, namely the internal market, marketing is an important condition for corporate external marketing success.
1.1.2 Industry:
Industry generally refers to it by producing similar products have the same or similar processes or provide labor services division of economic activity, such as the catering industry, garment industry , machinery industry, the financial industry, the mobile Internet industry and so on.
1.2 distinguish between market and industry macro and micro
1.3 startups fail Case
Tip: you can have a failure of the company, there can be failure of the product, since the representative of an experience, not with a table full of life person.
1.4 is the cornerstone of product demand
Meaning of the law of demand: when other factors affecting demand for commodities remains unchanged, commodity demand with the rise in commodity prices and to reduce, as commodity prices increased. This is what we often say that the law of demand . Only right under sloping demand curve is consistent with the law of demand . The Giffen good and the law of demand is logically can not co-exist.
2PMF
2.1 PMF standard
l C terminal Product
- The number of days per week over 3 days
- The new daily active users over 100 DAU
- The next day retained 30% of new users
- 100,000 subscribers
● B end product
- 5% conversion fee
- LTV / CAC> 3, the lifetime value of a user / user acquisition costs> 3
- 月流失率<2%
- 月销售流水达到10万
- 用户获取成本的回本时间<12月
2.2PMF的三种类型
A 第一种 P/MF：用更好的产品体验来满足一个已有的市场
B 第二种 P/MF：用一个产品来满足一个已有但部分需求未被满足的市场
C 第三种 P/MF：用一个产品来创造出一个新的市场
3市场调研的核心步骤
3.1定义问题
发现某种用户需求是否存在
是否能去做
以及这个需求有多少用户需要
能做多大
项目的ROI
注意事项:有目标、无预设
3.2准备实施-市场调研方法
3.3文案调查
二手资料的收集、整理和分析
3.4实地调查
- 询问法
- 观察法
- 实验法
3.5问卷的设计
问卷的设计是询问法的核心
市面上90%的问卷设计都有问题
问卷设计的原则:
3.5.1避免诱导
问题及其选项的描述尽可能中立，不要诱导用户进行选择，这样无法了解用户真 实想法，使得用户调研失去意义
• 现在很多用户使用拼多多，您的印象如何？
• 您喜欢拼多多么？
• 很多投资机构看好拼多多模式，您是否认同？
依然有问题，这样会让人很快知道是个针对拼多多的调研，依然 是诱导
3.5.2通俗易懂
问句措辞应避免使用双重否定的句子结构，避免使用长而复杂的复合句
• 您赞不赞成某些酒店不允许自带酒水的规定？
• 您赞成酒店不允许自带酒水的规定吗？
3.5.3可以拒绝
给被访者拒绝的机会，不要假定被访者的行为
• 你通常怎么使用微博？
A、热爱使用微博，并将自己的日常生活的点滴分享上去
B、使用微博，但只用作浏览别人的微博
C、使用微博，但是甚少使用
D、其他用途
E：我不使用微博
选项设置尽可能量化，而不用主观的描述
李克特量表
参考阅读：
- 鲍氏社会距离量表
- 必斯顿量表
- 语义差异量表
- 配对比较量表
3.5.4避免敏感问题
Private property, teen premarital sex, tax evasion, criminal records and so on. If such problems often lead to resentment direct questioning of respondents unwilling to answer true or refused to answer.
Solution:
Doubts law: at the beginning of the questionnaire use descriptive language to eliminate the concerns of the respondents.
Transfer method: do not ask respondents directly view about something, but to shift the problem to other people, then ask respondents to evaluate other people's answers.
France assumed: Suppose a situation or phenomenon exists, and then ask the views of the respondents.
The number of issues to be appropriate , the number of questions throughout the questionnaire should be noted that, assuming that the questionnaire lot of problems, so most users this is the case, then the answer will either abort the process, not the beginning or the will to answer.
To order a reasonable question , question order the whole questionnaire follow hard after the principles from easy as possible; ask positive questions, ask the opposite question; has accepted to ask questions, ask about sensitive issues and so on.
3.6 Method
3.6.1 observation
One surface of the glass with the camera Method:
l freely law
l given task Act
Not necessarily a complete product principles :
not too much direction and guidance
3.6.2 experiment
- MVP
- A/B TEST
3.7 Program Implementation
Core: Select the sample
you want your respondents a representative sample
If you want to test the usage of short video products you confused questionnaire issued only to a certain group around him (such as students) as you come to the conclusion that in fact usage of short video products college students.
Region, gender, age, education back to stay, whether a product is used
3.8 report writing
Yan talk about things of value
• a person does not dress up, do not take care of the hair, not fitness, not to go out, you want to harvest perfect love?
• a product manager, do not modify their ppt, presentation skills do not exercise, do not do graphics, do not understand the needs of this career will be relatively cold shoulder to you
