How to find needs in the scene? In-depth use of "5W2H" to find the key
Going back to the scenario to find needs is an essential skill for product and application. The simple and convenient "5W2H" analysis method is widely used. What new ways does it have in marketing ? Please read this article.1. Why do so many people choose Apple?A few days ago, Apple launched a new iPhone product at a press conference. Although many people said that their kidneys hurt or complained about Apple’s declining innovation, their actions were very honest. According to the news, within 15 minutes of the iPhone 8 going on sale on Tmall , the sales volume exceeded that of the first hour of the iPhone 7’s launch last year. From iPhone 1 in 2007 to now, Apple's market popularity has been getting more and more intense. (On September 16, when I opened the Tmall Apple Store, it showed that iPhone 8/iPhone 8 Plus were sold out.) Many marketers were confused. In the past, Android phones were slow, while Apple phones ran smoothly and had good performance, so it was understandable that many people bought them. However, the current mobile phone market has long bid farewell to the era of stuck phones, and the performance of some thousand-yuan phones is also quite impressive. Why are there still so many people choosing Apple, and the number is increasing? You should know that the price of an iPhone 8 is at least equivalent to two or three ordinary Android phones. If Apple's success meets the high-end demands of consumers, can our products also follow Apple's example and directly meet high-end demands? The answer is of course no. First of all, Apple’s success is the result of the joint efforts of products, operations , marketing, channels and other aspects. It is not that only one marketing can solve all the problems. Secondly, in terms of marketing, if demand is separated from specific usage scenarios, demand is like a mirage. Although it is beautiful, it is ultimately an illusion. Why do I say so? Let’s first look at Li Jiaoshou’s explanation of “demand” during his speech at Chaos University: From the perspective of analyzing consumer behavior, demand is people’s ability to purchase specific products and services in order to meet their needs. The key points are circled here: "meeting needs" and "purchasing power". Everyone can easily understand "purchasing power", which means the ability to pay. Here, the focus is on "meeting needs". The needs arise from a series of different consumers in different usage scenarios. For example, the currently popular light salad is for some white-collar workers who need a low-calorie green food to replace lunch in order to alleviate the guilt of eating too much of a big meal last night and at the same time show their image of a healthy lifestyle among their colleagues. Moreover, even the same person may have different needs in different usage scenarios. For example, after a day of work, a white-collar worker comes home at night and feels too tired to cook. In order to solve the problem of filling his stomach, his main need at that time is to have something to eat without cooking so as not to go hungry. The same white-collar worker, after getting off work in the evening, found out that today was his and his wife's anniversary. In order to celebrate the anniversary, his main need at that time might be to find a place with a suitable environment and good food to eat and have a meal with his wife to commemorate the anniversary. Taking the Apple mobile phone above as an example, if consumers used to buy Apple because ordinary Android phones were too slow and had poor performance in work and life, then the Apple mobile phone could solve their past unreasonable problems, and they actually had the ability to pay for it; now, more people are worried that if they don’t use Apple because everyone around them uses Apple, they will have fewer common topics with their friends, or even that people will think they are low and don’t want to play with them, so they need to demonstrate that they have the same social status as them. Apple’s high-end products are a good expression tool , and they are also used at a high frequency. The price is so high, what should we do if we don’t have enough purchasing power? Various loan installments can make up the difference! The above is the necessity of usage scenarios for requirements. Next, let’s take a look at the importance of usage scenarios to requirements.2. The importance of usage scenarios to requirementsThe human brain has more than 10 billion nerve cells. In a normal day, a person can generally record about 86 million pieces of information in life. However, only 5% of the information collected and organized by the brain can actually be used by people subjectively. Imagine that from the time you get up in the morning to the time you go to bed at night, in addition to work, you may also come into contact with supermarkets, cinemas , shopping malls, buses, subways and other scenes. In this process, you will be exposed to massive amounts of information, but how much of it will you remember? What's more, in this fast-paced lifestyle, attention itself is so scarce. At the same time, market competition is fierce and companies are vying for consumers' attention. So how to make consumers notice their products and keep them sticky is the focus of every company's marketing. The best way is to explore specific needs based on consumers’ actual usage scenarios, define relevant value propositions, and connect them to consumers’ specific usage scenarios to maximize consumers’ consumption desire. On the other hand, demand belongs to the core strategic level of the enterprise, and the final marketing effect depends on the use of subsequent strategies and tactics. A good strategy should guide tactics and strategies and achieve tactical coordination. Requirements based on specific usage scenarios can help provide guidance. For example, if you are a company that sells brooms, the marketing department defines the market demand as follows: "Most college students may not have the habit of cleaning their dormitories on a regular basis because they find it troublesome. However, their parents may come to visit unexpectedly occasionally, and in order to avoid being nagged or worried, they need to provide them with a clean and tidy environment and thus clean the dormitories temporarily." Based on this market demand, the product department believes that compared to household brooms, this broom does not have high requirements for durability and quality, but requires a low price, small size (does not take up space), and is simple and easy to use. A plastic set is the best. Taking into account consumers' demand for convenient purchases, the channel department decided not to expand into large supermarkets, e-commerce and other channels, and instead focused on campus canteens. Colleagues in the copywriting department believe that these college students may not have the habit of cleaning their rooms and find it troublesome, so the emphasis should be on saving effort and trouble. The concept of "one set is enough" should be highlighted, telling college students that they can clean their rooms quickly without having to buy things everywhere, as one set is enough.3. How to grasp the precise needs of consumers?So how can we grasp the precise needs of consumers based on usage scenarios and obtain corresponding market opportunities? In fact, you only need a 5W2H tool sheet to complete it. The 5Ws together present the overall needs based on the usage scenarios. How is the default choice of consumers in the current scenario. Jiaoshou said that the essence of marketing is to make consumers give up their default choices and choose your products instead, so How is also the market opportunity for enterprises. For every product, consumers have a corresponding value range in their cognition. When the cost to be paid exceeds the value range, consumers may not pay for it. How m uc h corresponds to the cost that users need to pay. In this tool list, When (what time) and Where (what place) are two important consideration dimensions. Because at different times and places, consumers may be influenced by different external conditions and values, resulting in different consumption demands and different default choices. For example, in the dining case mentioned above, due to the different dimensions of time and place, two different 5W2H tool tables were used. After talking about 5W, let’s take a look at How. After all, it is related to market opportunities. How to change the user’s default choice and choose yourself instead is the hard truth. Here we need to first use the behavioral attribution survey method to help us determine our main demands and pain points in the established market, and then use the demand self-examination checklist to confirm our main demands and whether consumers will pay for them, so as to avoid falling into self-satisfaction. More than a hundred years ago, Henry Ford, the founder of Ford Motor Company, asked customers everywhere, "What kind of better means of transportation do you need?" At that time, almost everyone's answer was, "I want a faster horse." When many people heard this, they thought that the answer was a business opportunity (before the car was produced, it was indeed a business opportunity, but it was only a small business opportunity and could not have a disruptive impact on the entire industry), and they ran to the stables to select horses for breeding. Ford went on to ask: "Why do you need a faster horse?" Customer: "Because it can run faster." Ford: "Why do you need to run faster?" Customer: "Because I can get to my destination earlier." Ford: "So, what is your real purpose in wanting a faster horse?" Customer: "To get to my destination faster and in a shorter time." Hearing this, Ford did not go to the horse farm like others did, but instead chose to manufacture cars to meet customer needs. (Henry Ford and his Ford Model T) Many times, when we do market research, the direct results we get from consumers do not provide guidance for subsequent marketing. From the Ford Motor Company case above, we can see that from the consumer’s default choice to the company’s market opportunity, a connection conversion is needed in between - finding the reasons behind the consumer’s behavior. Behavioral attribution is an applicable tool. It constantly searches for the reasons why consumers like something by asking questions. Specific questions can be asked as follows: "What do you value about this?" "Why do you value this and what can it help you do?" "Why do you care about this?" "What kind of person do you think you are, so that you care about this?" Through a series of market surveys, some pain point demands are identified. Then, which one to choose and whether consumers will pay for it requires the use of a demand self-examination checklist and matching the company's actual advantageous resources. The specific list of cases comparing Ford Motor Company is as follows: "Am I helping the consumer do something he particularly desires?" Yes, the car is faster than the horse. "What choices did the consumer have before my product? Is he dissatisfied?" There is dissatisfaction because the horse is not fast enough and the horse needs to rest and cannot run all the time. "When consumers become dissatisfied, are they willing to make changes to address this dissatisfaction?" Not necessarily. It depends on the different purchasing power of different people. "When a consumer is ready to make a change for such dissatisfaction, are you his first choice?" Yes, because cars were the fastest means of transportation at the time. “Are consumers facing huge risks when purchasing your products?” There is no risk. "When consumers really choose your product, have you made the best use of your strengths and avoided your weaknesses?" Yes, there is currently no faster means of transportation that can compete with cars. "In order to meet this demand of consumers, are companies able to mobilize the corresponding matching resources to provide sufficient support?" Yes. Through behavioral attribution and a self-checklist of needs, Ford identified consumer needs and began producing cars, achieving instant success. How much corresponds to the payment cost. The payment cost here not only refers to the monetary payment, but also includes other cost expenditures. There are six main common consumption costs: monetary cost, learning cost, health cost, decision-making cost, action cost, and image cost. You can ask the following questions specifically: Monetary cost: Is the amount paid within an acceptable range? Learning cost: Do I need to learn additional knowledge before I can use it? Health cost: Is it necessary to sacrifice physical health in exchange for it? Decision cost: Is it easy to make a decision? Cost of action: Is the participation in the rules and process convenient? Image cost: Is it necessary to sacrifice a good image in exchange? Only when the cost paid is within the corresponding value range, will there be customers who will actually pay for the needs you are looking for. 4. Summary To sum up, demand is based on specific usage scenarios, so if you want to grasp precise consumer needs, grasp the usage scenarios, and find the default choice in the current scenario is the key. Specifically, the analysis can be carried out in sequence through the 5W2H tool table, behavioral attribution method, demand self-check list tool, and cost assessment.This article was compiled and published by @陈麗君 (Qinggua Media). Please indicate the author information and source when reprinting! 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