How does operations conduct target user analysis?

Steve Jobs said, I never rely on market research, but every step Apple takes is based on user testing and feedback; Zhang Xiaolong said, demand comes from understanding, not research, analysis and discussion, but WeChat has always been user demand-oriented... There are thousands of factors that affect marketing, but the most fundamental one should still be user support.

A company/team/project will go through three steps: "determine the target population - analyze and determine pain points - develop/improve products and services" . I call this the product/service ecosystem.

As an operator, you have to participate in the entire process, which requires the ability to observe and analyze users. This analysis can be simply divided into two parts: understanding user needs from a macro perspective and determining the general direction; analyzing from a micro perspective and improving one's own products/services.

When observing customers, you need to learn to look at problems from three perspectives: think from a user perspective , such as why you choose this product and which services to choose; do analysis from an operations perspective , such as analysis of purchase rate, sales volume, browsing depth, and activity; at the same time, you can use your marketing perspective to directly address user pain points and find the advantages of your products/services that are most popular with users.

After observing users, a brief report is often formed, which involves the issue of user portraits. User portraits can be based on explicit characteristics (objective factors such as age, gender, and region) and implicit characteristics (subjective factors such as purpose, needs, and preferences) . However, it is necessary to consider that these contents will not remain unchanged . For example, age is a changing process.

To sum up the above content, user observation is actually divided into three steps: "collection-analysis-presentation" . Regardless of any company/team/project, users should be at the core, which means user observation is an extremely important step.

(PS: The above content is purely personal opinion. I hope it will be helpful to everyone. You are also welcome to express different opinions.)

Source: Xiaobai said operation