Ideas + steps + methods, three steps to teach you how to quickly build user portraits?
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If you are walking on the street and see a person with a curvy figure, long flowing hair, delicate features, fair skin and long legs walking towards you, you will definitely feel surprised in your heart: "Wow, what a beauty!". If you are interested in this beauty and want to pursue her, then you will find ways to get to know her, such as asking her out for dinner, going out to play to understand her personality traits, and asking her friends about her interests and hobbies. After you have a detailed understanding of this beauty's appearance and inner qualities, and you feel the time is right, you begin to confess your love to her. In fact, the series of processes before you confess your love to a beautiful woman are to draw a portrait of this beautiful woman. Before you confess your love, you will definitely have the following judgments about this beauty: Externally, she is a beauty. Judging basis: a curvy figure, long flowing hair, delicate features, fair skin, and long thighs Inwardly, she is gentle, virtuous, well-educated, and she likes... Judging criteria: nice and delicate voice, elegant manners, can cook, manage the household, and be considerate, etc. In fact, the same principle and idea applies to user profiling when we are making products or operating them. The former is a description of the characteristics of a single person. The only difference in user profiling during product operation is that we need to describe the characteristics of a group of people, which is to refine the common characteristics of a group. To put it bluntly, it is to label the user group. So to sum it up in one sentence: user portrait is to label users! Of course, creating a user portrait is not just about giving the user a few labels. It is like the work of getting to know a beautiful woman before pursuing her. You need to judge her appearance, and you need to understand her personality, hobbies and needs through interacting and communicating with her, or asking her best friends. Therefore, we need to follow certain ideas, steps and methods when building user portraits. User portrait ideas When using the example of beautiful women earlier, we judged the beauties from both internal and external aspects. The idea of constructing user portraits is actually also based on these two aspects. Here we call them: explicit portrait and implicit portrait, and the specific ideas are developed around these two aspects. Explicit portrait: a visual description of the characteristics of a user group. Such as target users ' age, gender, occupation, region, interests and hobbies, etc. Implicit portrait: a deep description of the user’s internal characteristics. It includes the user's purpose of product use, user preferences, user needs, product usage scenarios, product usage frequency, etc. The following ideas can be used as reference: Steps to build a user portrait In order to make the entire user portrait work proceed in an orderly and rhythmic manner, we can divide the user portrait into the following three steps: basic data collection , analysis and modeling, and result presentation. Step 1: Basic data collection Data is the core basis for building user portraits. Any user portrait that is not based on objective data is rogue. In terms of basic data collection, you can first list the basic data needed to build a user portrait through enumeration. The specific ideas are as follows: Of course, the data dimensions listed above are relatively large, and relevant data will be screened according to needs during the process of building user portraits. In the basic information and data collection stage, we will obtain the corresponding basic data through primary and secondary information. These materials and data will come from three sources: ● Related literature and research reports ● Product data background ● Questionnaire survey and user interview Step 2: Analytical Modeling After we have collected the information and basic data needed for user portraits, we need to analyze and process these information, extract key elements, and build a visualization model. For example, if the product we make is for the post-95s user group, you need to understand the personality traits, behavioral preferences, etc. of the entire post-95s group. Through searching, you can obtain the following information: ● Enterprise Think Tank "Perspective on the Post-95s: The Social Behavior of the New Generation" ● QQ Space Exclusive Big Data "Report on the Social Network Preferences of the Post-95s New Generation" ● Baidu "Insights into the Mobile Internet Behavior of Post-00s Users" ● China Big Data Industry Observation "2015 Post-95s Lifestyle Research Report" Then we can analyze these reports and extract keywords to summarize the labels of the entire post-95 generation, as follows: If you are doing user profiling for community products, you can analyze and build corresponding user models through data such as user level data, user behavior data, and user contribution data. For example, the user distribution and demand model of a K12 community: A very important part of our work in the process of user profiling is questionnaire surveys and user interviews, which is a very critical channel to understand our users. The ideas of questionnaire survey and user interview are as follows: 1. Questionnaire survey Questionnaire survey is a purposeful research practice. Regardless of the level of questionnaire design, there must be a specific research purpose behind it. Therefore, the questionnaire to be designed will serve your specific research purpose. This is a concept that must be ingrained in your mind before designing a questionnaire. Since questionnaire survey is a purposeful research and practice activity, it is necessary to conduct it from the perspective of theoretical guidance of practice. That is, sufficient theoretical preparation must be done before designing the questionnaire. The following two points should be achieved at the macro level: 1) What is the topic of your research? 2) What information do you want to obtain through the questionnaire? The information collected through questionnaire surveys must be uncertain user information or information that cannot be found through background data or literature. For information that has already been confirmed or can be obtained through the background and literature, there is no need to conduct research through questionnaires. Because questionnaire surveys need to use limited questions to obtain valuable information, questionnaire design is a relatively in-depth subject. Questionnaire design requires specific ideas, methods and techniques. You can refer to the questionnaire design methods on the Internet for details. 2. User Interviews In operations work, operations personnel often study "what users think" and "what users do". In many cases, user research will choose user interviews as a method to study such problems. The specific steps are as follows: In terms of interview result analysis, the keyword extraction method is generally adopted, that is, keywords are extracted based on each user's feedback on each question, and then the common keywords fed back by all interviewees are summarized. The specific ideas are as follows: For example, we extract keywords from the interview results of a community user of an online education (K12 field): Step 3: Portrait Presentation Earlier we mentioned that user portrait is to label the target user group from two aspects: explicit portrait and implicit portrait. Therefore, the presentation of the entire user portrait also needs to be carried out from these two aspects. I will continue to use an online education (K12 field) community as an example (partial content): Part I: Dominant Characteristics Part II: Hidden Traits Of course, the purpose of building user portraits is to fully understand our users and provide reference for product design and operation. Therefore, if we are new to a product, user portraits are the best way for us to understand users. In addition, the construction of user portraits must serve our operational planning and operational strategy formulation. If the user portraits we create cannot guide our product design or provide reference for operational planning and strategy formulation, then this user portrait is bound to be a failure. So if your leader asks you to be responsible for building user portraits, after building specific user portraits, you need to be able to put forward specific operational suggestions and ideas based on the conclusions of the user portraits. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @超哥Jason is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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