Research is an essential part of any Internet platform, and the premise of a series of user analysis and stratification comes from sufficient familiarity with users and market needs, and this is inseparable from effective research.
Online research on market adjustment and resource optimization is a bigger decision in corporate marketing decisions. And many companies do not have this link at all, but judge the market based on their own feelings. User research and market research are a good start. They can effectively capture the needs of seed users, help the platform develop any event that can stand the test of users, and can also verify the operating model built in the process.
So, what are the general methods of market research?
First of all, the method of observation
Observation can let us understand the market, but its disadvantage is that it is difficult to conduct quantitative analysis.
Just an understanding of the market. Some people have very good market perception ability, good observation ability and understanding ability, and can often make correct judgments. Generally speaking, people who do a good job in marketing have a better understanding of the market than others.
Second, the experimental method
First, pre-test the results of a system , input a variable into the system after the pre-test, then perform a post-test on the system, and compare the results of the pre-test and post-test. The degree of variance is the degree to which a variable affects the system.
Take the advertising decision as an example, which is a risky decision. To avoid mistakes in advertising decisions, try an experimental approach.
If we decide to advertise tea oil, and the sales volume is 100,000 pieces in the month before launch, we will advertise on the local TV station. After a while, sales rose from 100,000 to 300,000. Then, we can agree that advertising worked effectively because other variables did not change, such as packaging, quality, distribution channels, and price. Only one variable was invested in this system, which was advertising. The sales volume increased from 10 pieces to 300,000 pieces, and the increase of 200,000 pieces was due to the effect of advertising.
Third, stock research method
Stock research method is a practical process , dedicated to analyzing Youyou.com’s current user behavior norms, brand awareness, feedback, etc. Its main purpose is to increase the frequency and retain the old users of the platform.
For stock research, the samples we collect are accurate and distributed according to attributes, and the results and feedback obtained are usually real problems that exist objectively on the platform. Usually stock research is divided into four forms: offline situational interviews, one-on-one interactive interviews, online questionnaires, and *** return visits. We focus on offline scenarios and aOne-to-one interaction. All interviewers under the assembly line will give priority to providing basic sample information and interview content. It is better to select two interviewers for each user sample, and the user verifies the authenticity of the information. Secondly, differentiate according to user information-user experience-user feedback-brand awareness-user pain points and other levels. , and the optimization of products and operations is also reversed.
Fourth, survey method
This survey method can be used for scientific quantitative testing. The questionnaire method first needs to design a scientific questionnaire, and there are several requirements in the specification for a scientific questionnaire. Questionnaire number, language design, name, number, contact *** and time of visit. Standardized questionnaires usually contain requirements for these elements.
1. Right and wrong questions
This is the simplest form of questioning. For example, do you eat tea oil at home? Yes or no.
2. The problem of degree measurement
The problem of degree measurement is not a simple right or wrong nature, but a measurement of degree. For example, what do you think of my article? There are five levels of approval, approval, general, disapproval, and strong disapproval, which is a measure.
Degree measurement actually falls under the category of quantitative testing. Marketing research has found that there will be a brand gradient in the minds of customers, and consumers will give priority to corporate products with higher brand value.
A highly fragmented brand without brand tonality is unsuccessful. In other words, successful brands have distinct personalities. Although it is an unconditional open-ended question, everyone’s answers are surprisingly similar.
A business at any stage is inseparable from user research, and accurate, effective and appropriate user research is the soul provided by the operation strategy . Layering and motivation without user research is useless.