As a business person in charge, can you explain the "demand scenario"?

The demand is not only the "tight curse" set on the product manager's head, but also on the "lifeline" of each product. But even the company's business leaders do not know much about demand scenario. The author of this article analyzes around the "demand scenario" and shares it with you.

As a consultant in several companies, I found a common problem: the boss or business leader, there is no way to explain the demand scenario.

1. Case

There is a client that is responsible for the entire WeChat ecosystem in a direct selling brand. The core goal is B -end sales clues. The ammunition stores include small programs, enterprises, public accounts, video numbers, and WeChat groups.

I asked him: Where did the sales clues come from?

In other words, in what scenario will place an order in WeChat instead of online, or not familiar sales?

Obviously he hasn't thought so, and he answered with a speculative tone: Maybe it is the QR code on the packaging? Or do you see in offline activities?

Just rely on common sense, we know that without B -end customers will place orders like this, he does not understand the demand scenario.

After the exchange, it was found that the person in charge put most of his energy on "how to integrate these tools in WeChat ecology", "how to optimize the experience of applets", and "what kind of promotional activities to plan". There is no problem doing these things. The problem is to understand how these phenomena happened before performing these measures.

This kind of problem is quite common. The commonality is to focus on "what to do". For example, what activities should be done, which functions to be optimized, and the online growth of Dafa should try it.

In my opinion, the "surgery" level is not determining success or failure. The key is to choose what to do and what posture to do.

The premise is to explain the scene of demand.

Back to the case of this customer, you can probably draw conclusions when you look back at historical data and make simple research. One of the important user scenarios is that the orders and the decision makers are not the same person. The company owner decided to buy this product, but the company's administrative or assistant who reserved the company was the company's administrative or assistant.

That means that the WeChat ecological customers are actually administrative or assistant.

Because the product has been selected by the decision maker, what they care about is not the price, but the service. For example, the authenticity of the goods, the time of delivery, after -sales service, etc.

When you are young, these things are related to whether this product will be troublesome after buying it. In the big, if there is a problem, it will not only be scolded, but the rice bowl may not be guaranteed.

Therefore, the key point of doing a good job of WeChat ecology is not to promote the promotion, but the reliability of products and services. Whether or not the ordering person can save effort and effort.

After understanding the demand scenario, the subsequent execution links have the backbone. For example, what content, what is the value of the company, what the video number is said in the applet, and what the video number speaks, these issues are solved.

Second, concept

After the case, what is the demand scenario?

The demand scenario consists of three elements of users, scenes, and demand. What kind of groups are users, in the inner or external scenarios, and what needs are there.

1) Users

It mainly refers to user portraits, but it is not a description of population characteristics. For example, user portraits are third-tier cities, men 20-30 years old, and bachelor's degree.

What can you get through this information? Can you instruct you what decisions are made? Of course not.

Simply stacking the characteristics of population science is unable to insight and no value. Because of the lack of understanding of the group, it is not specific and fresh, and the particle size is too thick.

for example.

In recent years, the target audience of many products is a woman aged 30-50 in the market. From the maternal and infant products more than ten years ago, to the community distribution a few years ago, to the recent knowledge payment (listening/emotion/parenting), this group is all.

What are the characteristics of this group?

First of all, we must know that most people in my country have no workplace. In other words, it is neither a state civil servant, nor a migrant worker of foreign companies, and private enterprises, but a small sale.

Such a group is free, you can control it yourself, and even have relatively many free time, you can do a lot of things.

Secondly, in this group, the characteristics of full -time Baoma are more lively, briefly describe:

Bao Ma shoulders the burden of taking care of the family, so it is the unified export of the family life expenditure, and there are most of the decision -making power; the child's clothing, food, housing, transportation, and education are mainly Baoma's responsibility, so the relevant consumption exports are also here. The proportion of education is the largest. Pre -school age is early education, and primary and secondary schools are tuition classes. Because they are not in the workplace, Baoma's self -improvement mainly relies on reading/listening books, class/reading live studies, etc., and has the needs of paying for knowledge. The above is the basic insight into the user portrait, simply signing, the detailed content can be written into at least one thousand -character document.

User portraits are used to understand users and make decisions, so it must be a typical and specific image. The understanding of this matter is like these people communicated with you face -to -face, seeing what kind of clothes and shoes they wear, understanding their views on all kinds of things, perceiving their pain and cooling points, discovering them to use them to use them, they use them to use them. Differences of word size and so on.

If you can understand the user group, it is easy to make decisions if you can reach this level, at least there is a source of decision -making.

2) Scenery

Scene refers to the external environment, geographical location, process stage, situation, social status, etc. of the user, mainly refers to external elements.

It can be understood that what needs and behaviors of people will be affected by the external environment.

for example.

You can often see tens of thousands or even 100,000 private directors a year on Douyin. Those who have not seen each other must not understand why someone can buy it.

I can tell you that if you go, you will swipe your card without any accuracy.

They will invite people who have bought 4999 yuan online courses to provide offline conferences to provide extreme luxury services. For example, you can see the red letters that welcome your own on the big screen, the highest -standard food and wine on the venue, and so on on the big screen.

The key is that the bosses with a sales of hundreds of millions of sales are also full of happiness of rich people. You will think that you are the same as them, and you have tens of millions of revenue, and you live a rich man.

In this scenario, the organizer tells you that as long as you pay more than 100,000, you can become a distinguished member. Is it easy to be excited? After all, you also want to join their group and become a member of the rich.

This is the impact of external scenes on personal decision -making.

There are many similar cases, and there are a case of an Internet product.

When I worked in cat eye movies, I often went to the cinema to watch movies in order to experience the entire process experience of the user. Buy tickets online, pick up tickets, watch movies, and then return to online interaction after watching it.

In the process, I have a insight.

When the audience walked out of the theater, I observed their expressions and behaviors, and at the same time tried to perceive their feelings. I found that almost everyone was immersed in the plot of the movie, and the state of presence was related to the type of movie.

If it is popcorn comedy, the audience will be lively and excited; if it is a tearful drama, it will be silent or even sad.

And I found that even if some people came with their companions, they were still silent after watching the movie, and they may not be able to communicate with their companions happily. After all, emotions are still there. At this time, it is not easy to express it, and it is not necessarily how to release it. It is very personal.

In this scenario, we push the audience a post -screening review, and use the core selling point of the movie to make a copy, the effect is very good. The opening rate is much higher than the broader market, and the interactive data such as likes and comments after opening is also very good.

Logic is the emotion that users are about to settle down in this scenario. Use a content to help users release it.

Why can you release emotions after reading the content?

Most users are not good at expressing or expressing it, often lower than their true feelings. But after watching the content of the person who is better at expressing, the emotions followed.

Use a vulgar expression, such as I want to scold the director of this movie, what bad things, but I find that I don't know what to say except swearing. But after I saw a film review on the Internet, I instantly burst. Because there is no dirty word in this paragraph, the director's dog's blood is drenched.

3) Demand

The demand has front conditions, and the combination of different conditions has different needs.

The front conditions mentioned here are user portraits and scenes. Different users will get different needs in different scenarios.

For example, user portraits include A1, A2, and the scenes have B1 and B2. Then the demand is the combination of A1 and B1, and the combination of A1 and B2, A2, B1, A2, and B2.

Therefore, when talking about demand, you must not be separated from users and scenes. This is a package.

The demand will change.

The same user group and even the same person are not unchanged. Because the user's own stage and scene will change, the demand will change.

There are too many cases.

A user takes a taxi every day to get off work, and it is demand for the convenience of calling to the car. But one day he would never get off work again, because the reason was to buy a car, and the demand changed.

Because the demand will change, when we make analysis and decision -making, we must eliminate the user's demand cycle, or make up the various combinations of users and scenes to make good expectations.

For example, although this user has bought a car and does not take a taxi, there may be a need for repair, interior decoration, and learning related knowledge. You can even register the owner status after buying a car. These are the user needs that can be covered in the same travel platform.

Another example is a platform such as Meituan, which is not far from parent -child parenting.

How to do it

Having said so much, as a person in charge of business, how can we figure out the scene of demand?

The traditional method we know is to analyze data and user research, quantitative and qualitative combination to obtain the awareness of things.

I oppose this approach, and I don't think this can get close to the real conclusion.

Let's explain first, this is my point of view, or work experience and methods. It does not mean that these two methods are absolutely unavailable, nor do they negate the two positions of data analysis and use.

Why am I opposed? First describe a scene:

The company's business leaders want to know what the demand scenarios have their business, so they gave this work to two roles.

One is the data analyst, describing the demand background and demand clearly, and the scores are working. The process is to design the analysis method first, then take the number and sort out the data, and then make an analysis, and finally form a document to the person in charge.

The other is user research. The analysis process is also designed first, then collects samples, and finally analyzes and draws conclusions. Different places are that when collecting samples, it is achieved through questionnaires, telephones, groups, and 1V1. A few days later, the person in charge of the business got a report and the research output. So, is this report close to the truth? Can the person in charge of the business really understand after reading it? How much information will be damaged in this?

You must know that a key issue, regardless of the number of points or research, has an analysis process in the process of output reports. In this process, it must be understood by analysts. Therefore, the person in charge of the business obtained a conclusion after someone's understanding, and it was second -hand information.

It's as if you want to taste the taste of this steamed bun, but if you don't bother to chew, let others chew and spit out first, and then you eat it in your mouth and taste the taste of the steamed bun.

So the reason I opposed is that the second -hand information has changed.

In addition, there is another reason.

As mentioned earlier, the demand scenario has two front conditions: users and scenes. When doing data analysis and user research, it is difficult to accurately cover these two conditions at the same time.

When doing data analysis, do users choose the demands of user portraits?

When doing user research, how to reproduce the real scene of the user?

I think it's hard to do. Even with the support of professional theory and working methods, there is no way to do it during the execution process.

For example, the way to motivate users to fill in the questionnaire and the channels for issuing questionnaires will generate sample deviations; for example, the environment and the techniques of interviewers will affect the feedback of the interviewer.

What is my method?

In a word: ending in person, feel the entire process of running business;

As a person in charge of business, you should have to get first -hand information and make an analysis and judgment yourself. In my opinion, it is internal affairs.

It is easy to say, and it is not difficult to do. If you do these three things, you will be half successful:

First, communicate regularly with several core users.

The purpose is not to serve or get users, but to establish contact with the front line business. If you have any questions, there are channels to obtain it, so that you have intuitive feelings.

In addition, multiple information channels have been established to avoid all information from internal teams to prevent the team from creating information barriers and affect management decisions.

But when you keep in touch with users, remember not to do what you should not do for yourself, and it will be misplaced. Otherwise, the team will have a great sense of insecurity, thinking that the work has been done by the boss, and there is nothing to do.

Secondly, use their own products like users.

It is another very simple truth.

Talking about a trivial matter, when I work, I often encounter this situation: the details of the creator's consultation in the group, we often can't answer it because we don't know.

These problems are common sense, but they are more detailed. For example, where is the entrance to a function and how to do a problem when you put it on. This is not an accident, and it is not limited to a team, which is common.

Imagine that if the function is not familiar, it is impossible to perceive the pain points of the creator, because the two cannot talk at all.

Finally, learn related theories.

The understanding of the demand scenario must have basic theoretical common sense, otherwise it will limit insight.

Read more classic theoretical books or textbooks, and read the best -selling books. This is my method of choosing a book. Reading a good book will benefit a lifetime.

In terms of subject categories, it is recommended to choose books related to psychology, sociology, communication, and economics, and the help of work is relatively direct. This article is not recommended, so it will not be expanded.

Columnist

Han Xu, WeChat public account: operating dog work diary, everyone is a product manager columnist. The original cat's eye film product operation experts experienced the hardships of 0 to 1 when they started their business, and planned a large amount of users' gameplay when Baidu. For 10 years of employment, focusing on Internet operations, including product operation, user operation, community operations and UGC operations.

The original published in this article is a product manager, and it is not allowed to reprint without permission.

The question map is from UNSPLASH, based on the CC0 protocol.

The point of view of this article only represents the author himself, and everyone is the product manager platform that only provides information storage space services.

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