iQIYI Product Analysis Report

Based on the conclusions drawn from the previous competitive product analysis , this article combines user questionnaires and quantitative and qualitative analysis to identify the authenticity of needs and prioritize the product iteration direction of iQiyi , and then summarizes and refines the product requirements list to provide guidance for the next version planning of the product. For everyone's reference and learning.

1. Background and Purpose

According to the previous market analysis, the online video market has a large user scale and is showing new trends, and online video apps are an important part of it. As the largest online video platform in China, iQiyi was the first to surpass 100 million users among the hundreds of online video apps in China. In addition, based on the previous competitive product analysis, we found the advantages and disadvantages of iQiyi and determined the preliminary product iteration direction as follows:

1. Increase the interactivity between users and content
2. Add a user's own book, movie and audio archive, and add games related to the book, movie and audio archive
3. Optimize for celebrity effect and community section
4. Added secondary creation and optimized community section
5. Optimize business model, improve ecology, and create a closed loop of content and community

The purpose of this demand analysis is to verify and adjust the product iteration direction initially determined in the competitive product analysis. By combining the previously conducted competitive product analysis, using brainstorming, user feedback, user interviews, and questionnaires to explore user needs, and combining quantitative and qualitative analysis to identify the authenticity of needs and prioritize them, we can then summarize and refine a list of product requirements to provide guidance for planning the next version of the product.

2. Requirements Analysis Process

The actual demand analysis process is as follows:

1. Combined with the product iteration direction obtained from the previous competitive product analysis, use brainstorming and user feedback methods to explore user needs related to the product iteration direction.
2. Use user interviews to verify the requirements collected above, conduct qualitative analysis, and deeply explore the real needs of users.
3. At the same time, questionnaire surveys are used for quantitative analysis to verify the demand assumptions made previously.

2.1 Brainstorming

Based on the product iteration direction determined in the competitive product analysis, some new ideas and new demands were proposed on this basis. Their solutions and feasibility are not demonstrated for the time being. Their solutions will be presented in the demand pool. The feasibility will be evaluated in subsequent user interviews and questionnaires, as well as in the identification of true and false demands and assessment of priorities during demand review. They are summarized as follows.

2.1.1 Iteration direction 1: Increase the interactivity between users and content

• Add a module for the same-scene show on the playback page, and achieve interaction and fun between users and content through one-click same-scene show
• Add props so that users can choose to simulate acting scenes, such as adding cheongsams and headgear when acting in palace fighting dramas.
• Add the same narration lines in the drama, so users don’t have to dub themselves
• This one-click show pops up when watching content
• Add beauty, speed change and other video shooting functions
• Users can also dub and shoot their own videos
• Users can like videos of the same show, or add a dubbing by a previous user on the Doll App.
• Users can shoot videos and ask other users to help dub them
• After shooting and editing, you can publish
• After publishing, the video will be displayed in the lower right corner of the play page, and will also be placed in the creation center of the personal center and appear in the hot spots section of Suike.
• You can also mute the original video, and users can add dubbing based on this video.
• Users can rewrite the script if they are not satisfied with the script after watching the TV series.

2.1.2 Iteration direction 2: Add a user-owned book, movie and audio archive, and add games related to the book, movie and audio archive

• In the personal center dynamics, change the movie viewing history to the book and video archive, and put the videos you have watched here
• Divide your viewing experience into those you have already watched and those you created, and put them together. You can also create a poster to share with friends
• When rating, you can give a score, take a video to evaluate, and write a movie review, which can be written with the help of intelligent AI.
• After watching the video, a blind box pops up. The content of the blind box is the adapted ending or rewritten content in the second creation, or a video of the second creation's painting creation, etc.
• The relevance of the pop-up blind box is related to the number of likes a person gives during the video viewing process and the length of time they stay at a certain moment.
• The blind box you open will leave a mark on your viewing history, and other users can come and touch the blind box to see if there is a similar one.
• You can collect blind boxes to play Landlord

2.1.3 Iteration direction three: creating conditions for celebrity effect and optimizing community sections

• Through the penetration of Weibo, WeChat, Douyin, etc., share your own blind box of movies or movie reviews, etc.
• User certification is divided into two categories: professional and non-professional. Under this broad category, there are further subcategories. For example, professional certification includes professionals such as directors, screenwriters, makeup artists, photographers, original authors, and dubbing; non-professional certification includes celebrities, high-quality creators, and users.
• Add barrage editing, add exquisite and interesting barrage for interesting pictures or pin some interesting barrage

2.1.4 Iteration direction 4: Increase secondary creation and optimize the hot spots section

• In the step of shooting/making videos in the Suike video section, optimize the shooting tools, add props/filters/dubbing, and enrich this tool through user-created templates
• An option to select a video is added to the shooting page. The selected videos are the long and short videos that belong to iQiyi's copyright. This is more convenient for creators as they don't need to capture the video again.
• Increase and encourage secondary creative videos of commentary to build a bridge with long videos. At the same time, commentary videos can be made into a small list as part of content distribution.
• Through operational means, we will increase creator certification and creation plans to attract more high-quality creators at the top and middle levels to add vitality to the community.
• Synthetic kiwifruit is used to encourage creators and increase their income channels.

2.1.5 Iteration Direction 5: Optimize business model, improve ecosystem, and build iQIYI ecosystem closed loop

• Solve the problem of too long ads, negotiate with advertisers to increase users' right to handle ads, let users play ads through immersive mini-games, divide ads into small sections, and users can skip ads after completing the game within 10 seconds (make the game simpler so that users can complete it easily)
• Solve the user payment problem, refine the paid videos, change the discounted membership to a membership purchase, you can also buy a single episode, and don't buy it when you don't watch it. Add a purchase section on the membership purchase interface
• In the secondary creation video, the creator can earn income through the advertising plan
• Add a shopping cart to the video playback page, add official figurines and peripherals, and cooperate with local cultural departments to promote shopping.
• Open offline VR stores, Star Diamond members can buy VR at a discount

2.2 User Feedback

2.2.1 Analysis of application scoring results (quantitative analysis)

iQiyi's historical ratings average 4.8 points in the Apple market and 3.5 points in the Android market. The highest user score is 5 points and the lowest is 1 point (source: Qimai Data).

As of 2022-3-19, Apple's market historical ratings are as follows:

As of 2022-03-19, the historical scores of the Android market are as follows:

We collected user rating data from 2022-02-19 to 2022-03-19, and the results are shown in the following table:

(Data source: Qimai Data)

Summary and analysis: Overall satisfaction is high, especially in the Android market, which has an upward trend.

Whether in the Apple or Android market, the average is above 4 and the standard deviation is similar. Users are generally satisfied with iQiyi and the dispersion of the ratings is close. The Apple market's historical average and the average of the past month both remain at a high level of 4.9 points.

It is worth noting that the historical average score of the Android market is 4.1 points, but the average score in the past month is 4.6 points, which shows an upward trend.

Conclusion: iQIYI users have a high overall satisfaction rate, especially in the Android market, which shows an upward trend. This shows that the recent optimization and reform are effective. The key next step should be to further explore user needs and consolidate its market position.

2.2.2 Analysis of user review results (qualitative analysis)

2.2.2.1 Information collection overview

• Collection source: APP Store, Android Market (Huawei, VIVO, OPPO, Meizu, Wandoujia)
• Data collection time: March 19, 2022
• Number of user feedbacks: 180 were collected, 103 were valid comments (feedback without substantive content or just for emotional venting was considered invalid)

2.2.2.2 User feedback content organization

User feedback distribution:

2.2.2.3 Summary and Analysis

The most frequently reported functional issues are:

• A small video will pop up on the play page
• The small picture-in-picture window has no guidance, so users will not open it in full screen
• Screen projection is not well optimized
• When adults watch animations, the youth mode automatically turns on, which causes trouble for users
• Customer service should allow users to get their problems solved
• After the update, the full screen cannot be used, which makes users uncomfortable
• The automatic sound of the splash screen ads is annoying to users and should be switched to silent mode. Users can change it by themselves.
• Automatic renewal should add management functions so that users can manage this renewal issue

Bug issues:

• The crash and freeze issues affect the user's viewing experience. The system should be optimized to make the user's viewing experience smoother.
• There is a problem with the user login and the verification code cannot be received
• Screen projection is lagging

Content module issues:

• Users reported that there was little content
• When searching for TV series, you don’t want to see small videos pop up.

The remaining questions are as follows:

• Membership module: includes membership prices and renewals, and has very few available functions for non-members. The business model should be further optimized, the ecosystem should be improved, and user stickiness should be increased.
• Other aspects: including untimely response and problem solving after sales and too many operational advertisements. In this regard, the service quality should be improved to reduce user dissatisfaction, enhance user tolerance and increase retention rate.

2.2.3 Conclusion

Based on quantitative and qualitative analysis, the initial iteration direction of iQIYI products should include the following:

• Improve the problem that affects the viewing experience - the screen casting function problem causes users to be unable to cast the screen to watch the video
• Timely increase high-quality content to further consolidate the leading position in the market
• Interface settings and product usage processes should be simplified and optimized, seeking a balance with rich service content.
• Customer service and after-sales service are the last barrier to recover user disappointment and should be further strengthened.

2.3 User Interviews

2.3.1 Interview Overview

• Interview subjects: 14 people in total, 7 women and 7 men
• Purpose: Content consumption - long and short videos, content creators - short videos
• Duration of use: Average 3 years, Median 2 years
• Frequency of use: 3 people 0-1 times/week, 7 people 2-4 times/week, 4 people 5-7 times/week, overall moderate frequency
• Characteristics of interviewees: Most of them are new users in the past 2-3 years, and have used iQiyi with moderate frequency recently. They are relatively familiar with iQiyi’s recent functionalities, and their opinions can serve as an important reference for the direction of this iteration.
• Interview format: text/telephone interview
• Interview outline: Based on the problems found in competitor analysis, brainstorming, and user feedback analysis, conduct in-depth research on users' views, behaviors, and motivations to explore their real needs in order to verify and guide the direction of product optimization (see Appendix 1 for details)

2.3.2 Interview Data Analysis

Based on the content analysis of user interview reports, we divided the interview content into modules to verify the iteration direction in competitive product analysis. The details are as follows:

2.3.2.1 Play Page Module

1) Verification content: Understanding of users’ watching imitation acting videos

Interview information: 5 people said that they usually watch suspense dramas and movies on iQiyi.

Three people said they watch whatever TV series are popular; four people said they mainly like to watch sweet dramas and variety shows; two people said they mainly watch the works of their idols; two people said they watch cartoons and anime with their children; four people said they like to watch costume dramas and trendy variety shows; ten people said they would watch videos of others imitating acting on platforms such as Douyin, Bilibili, and Xigua Video, and said they were very interested in such videos, while four people said they were not interested.

Analysis conclusion: Most people mainly watch suspense TV dramas; the second largest demand is sweet dramas, variety shows, etc.; at the same time, most people watch suspense TV dramas, so the product manager and product development direction should focus on the maintenance and development of suspense content, and at the same time, discover more demand branches generated by user use from the operational data to better and more comprehensively meet user needs.

2) Verification content: acceptance of the same new feature

Interview information: 10 people expressed interest; 3 people expressed no interest; 1 person expressed indifference.

Analysis conclusion: More than half of the users hope to have the function of acting together, and think that this function sounds interesting. If there is this function, they are also interested in trying it. However, 3 people said that they are not interested in acting together, and think that when watching a TV series, they just want to watch the TV series and don’t want to watch these fancy things. Therefore, most users are still looking forward to the function of acting together and have this demand, which can be used as a priority iteration direction.

3) Verification content: Acceptance of dubbing videos

Interview information: 6 people said they were very interested in this feature and would like to try it, especially since some actors’ dubbing was not good and they thought changing the dubbing would be much better; 4 people said they were not very interested, but would recommend it to friends who love dubbing and would not try it themselves; 4 people said they would be interested, but were only interested in listening to different dubbing and might not try it.

Analysis conclusion: The overall number of interested people is greater than the number of uninterested people. Based on the above data, the number of interested people is half of the number of uninterested people. Therefore, most users are still interested in this feature, and it can be used as a priority iteration direction.

4) Verify content: Acceptability of rewritten scripts

Interview information: 10 people said they would try it and thought it was fun and would like to give it a try; 4 people said they would not need to and there is no need to rewrite the script at the moment.

Analysis conclusion: More than half of the users want to rewrite the script and want to try it, but 4 people said they are not interested in rewriting the script; therefore, most users are still looking forward to the script rewriting function, which can be used as a priority iteration direction.

5) Verification content: dubbing requirements for videos shot on the same set

Interview information: 9 people said they would try it; 3 people said they were not interested; 1 person said he would recommend it to a friend.

Analysis conclusion : 90% of people expressed interest in this feature and found it very interesting. Therefore, dubbing the same scene can be taken as a priority iteration direction, and it can further explore and understand user needs.

2.3.2.2 Establishment of a library of books, movies and music/opening blind boxes after giving video reviews

1) Verification content: The degree of acceptance of changing the movie-watching experience into a book and video archive

Interview information: 7 people said that they like to have their own archives. The original movie-watching experience was automatically generated and they felt that it had no sense of existence, but if they had their own archives, they would like to spend time on it; 3 people said that they would leave after watching the movie and would not linger here; 4 people said that they would like to have an archive with their own idol logo and would share it with others. Everyone thinks that Douban is a good archive for recording books and movies, and all the books and movies they have read will be recorded there.

Analysis conclusion: More than half of the interviewed users believe that if they have their own archives, they will spend more time on the platform. Another 3 interviewed users will have the opportunity to join the book, film and audio archive if certain conditions are met, so it can be used as the next generation of iteration direction.

2) Verification content: Experience of the book, film and audio archive

Interview information: 13 people said they had never experienced it; 1 person said he watched it once because it was boring; most people had experienced it on Douban, and they all believed that the ratings in Douban were more authoritative, and were willing to watch TV series or movies based on the ratings there.

Analysis conclusion: 100% of users have not experienced building their own book, movie and audio archives on iQiyi. One of them said that an important reason was boredom. Therefore, the next generation of iterations of book, movie and audio archives should increase publicity and the number of user experiences.

3) Verification content: Opinions on the functions of the book, film and audio archive

Interview information: 7 people expressed the hope to be able to share posters, etc.; 4 people expressed no interest; most people believed that the reason that attracted them to establish a book, film and audio archive was that they hoped to find something valuable that they had read, and that they could have their own traces.

Analysis conclusion: More than half of the users hope to share their comments on books, movies and music after recording them, but a quarter of them are not interested. It is recommended that the next iteration can interview users who have experienced the book, movie and music archive to investigate their needs.

4) Verification content: For the problem of opening blind boxes after rating books, movies and music

Interview information: 13 people said that they would open the blind box after rating it, 1 of them said that he would be more curious to open it if there were special effects; 7 people said that they hoped it was a real blind box with gifts; 6 people said they were purely curious but did not want coupons; 1 person said that they hoped it would be idol’s peripherals/or film and television related peripherals; 2 people said they thought they could add special effects to their comments or barrage; 10 people would like it if it was a more interesting social interaction.

Analysis conclusion: Nearly 99% of users said they would open the blind box, and 1 user said that if there were special effects, they would be more curious to open it. Users are very interested in this feature, but they all hope that it is not a commercial behavior. Some users prefer blind boxes related to idols, while some users prefer rewards for special effects. Most users are not averse to social interaction. Therefore, blind boxes can be prioritized as the next iteration direction.

5) Verify the content: your opinion on the contents of the blind box

Interview information: 8 people said they liked it and would recommend it to people around them because it was fun, but 5 of them liked it but would not recommend it to people around them because they did not want to break the dimensional wall; 2 people said they did not like it but would recommend it because the way of playing was novel; 1 person said he was not very interested.

Analysis conclusion: More than half of the users said they like it and would recommend it to people around them, only a few users said they like it but would not recommend it, and personal privacy is the main issue that users consider. Some users said they didn’t like the game but recommended it, as the novel gameplay prompted them to recommend it to others. Therefore, when opening blind boxes, attention should be paid to user privacy issues.

6) Verification content: Opinions on blind box gameplay

Interview information: 14 people said they liked it and would tell their friends because it was fun and only took a click to open.

Analysis conclusion: 100% of users said they like this gameplay, so it is recommended to add this feature to the next iteration of the product.

7) Verification content: Opinions on blind box Landlord

Interview information: 4 people said they would use it; 2 people said they might use it, and one of them thought it would be useful if the blind box added features about the idol; 6 people said they would not use it, and one of them thought it would be a bit boring.

Analysis conclusion: Nearly half of the users said they would not use it, while a small number of users would use the blind box to add idol-related features. Therefore, adding this new feature is not considered as the direction of the next iteration.

8) Verification content: Opinions on adding AI to help write film reviews

Interview information: 9 people felt that they would be more willing to write film reviews with the help of AI; 1 person felt that adding voice input could free up their hands; 3 people felt that it didn’t matter and was unnecessary.

Analysis conclusion: Most users said they like the feature of AI helping to write movie reviews, 1 user said adding voice input would be better, and 3 users said it doesn’t matter and is unnecessary. Therefore, in general, adding AI to help write film reviews can serve as a reference for the next iteration direction.

2.3.2.3 Community Functions

1) Verification content: social function experience

Interview information: 6 people have not experienced it, and 8 people said they have experienced it.

Analysis conclusion: More than half of the interviewed users have experienced the Bubble Circle and Watch Together functions, but a considerable number of them have not experienced the community. Therefore, it is recommended to use some guiding methods to get more users to pay attention to and experience the community.

2) Verification content: The acceptance of inviting celebrities to join the community

Interview information: 8 people said they don’t pay attention, 2 people said they follow their favorite celebrities and hope to have interactions, and 3 people said they prefer professional celebrities rather than celebrities. If the celebrity is a professional, they would like to have some professional sharing, such as the director’s ideas when shooting, or some professional actors’ reviews of movies or TV series.

Analysis conclusion: Most users do not have a specific group of people to follow. A small number of users will follow professional celebrities to improve their understanding of film and television dramas, and some users will follow their favorite stars, idols, etc. Therefore, we can first increase the recommendations of professional users, optimize the attractiveness of the followed users, and increase the attention.

3) Verification content: acceptance of making friends through blind boxes

Interview information: 8 people said they would like to make friends through blind boxes, and 6 people said they had no interest.

Analysis conclusion: More than half of the users are interested in making friends through blind boxes, so social functions can be added in the iteration of blind box functions.

4) Verification content: experience with barrage

Interview information: 9 people said that if some interesting comments were highlighted, they would like them more and would like to like them; but 3 people said that if the staff thought that the editor’s highlights were shady operations, it would not be good for the staff to have too high a weight, and 2 people thought it didn’t matter.

Analysis conclusion: Most users are in favor of highlighting interesting comments, but a few users doubt the staff's fair and just treatment of comments. Therefore, the weight of other users can be increased to achieve fairness and highlight interesting comments.

2.3.2.4 Hotspot Module - Second Creation Issues

1) Verification content: Experience of the video clip shooting page of Moments

Interview information: 9 people said they had tried it, and would like to try it if new filters, props, videos, and dubbing were added; 2 people were not interested; 2 people said they would give it a try if it was related to idols.

Analysis conclusion: Most users are willing to give it a try, which means this can be used as an iterative direction for the hot video assistant.

2) Verification content: Understanding the attention paid to commentary videos on competing platforms

Interview information: 9 people said that they would watch short commentary videos on Douyin and then watch the full video. They watch it every day. If it’s good, they would even finish it in one go. The reason why they watch it is that it’s good to watch and they don’t need to fast forward. They usually don’t unfollow it. 3 people said that they would watch commentary videos on Bilibili. The frequency of watching is based on the number of times the up-host updates. The reason why they watch it is that it’s good to watch and they like to listen to the up-host’s comments. They usually rarely unfollow it. 2 people said that they would watch it on Xigua Video.

The reason for attracting viewers is also relatively fast, and the reason for unfollowing may be that it is edited out and not edited well. They all said that they would watch the full version if the show was good, and in the past two years, they have also recommended TV shows and movies to watch through Tik Tok and Bilibili.

Analysis conclusion: 100% of the interviewed users watch TV series and movies through competing platforms, which can even replace long video platforms. On the one hand, other platforms have copyright infringement issues, and on the other hand, these platforms have divided up users' time and attention.

Therefore, we can attract users by increasing the number of short and medium videos of this type of secondary creation, achieve the combination of long videos and short videos, prevent long-tail content from being wasted, and form a closed loop of the long video platform. Therefore , iteration in this aspect of secondary creation must be given priority.

3) Verification content: the user's acceptance of becoming a creator

Interview information: Two people said that they would create explanation videos on Douyin and post them every day because they were interested in this and hoped to earn some income. Moreover, Tik Tok's algorithm is very good. Its fans are generally young people aged 20-39 who live in first- and second-tier cities. Because they are busy with work and life, they usually have little time to watch all the videos, and they don't have time to select, so we help them select refined videos.

Compared to Tik Tok, I didn’t find any place on iQiyi where you can edit and post videos. The three people said that they would create explanatory videos on Bilibili and post them once a week, because the atmosphere on Bilibili is so interesting and they also wanted to try to see if they can make money.

I started watching the movie "Toxic Tongue" and found it very interesting, so I wanted to give it a try. The fans are generally between 18 and 35 years old, college students and young people working in first- and second-tier cities, because they like to watch others complain with them, and the two-dimensional culture and ghost animal culture make complaining interesting. Usually they have little time and no one to help them choose good content to watch. Long videos waste time and they have to fast forward. But sometimes, the commentary can make an originally boring video interesting.

Compared to Bilibili, iQiyi does not have the cultural atmosphere of the second dimension and fun and interesting barrage of ghost videos. 9 people said they would not do it because they don’t know how to do it, their lives are busy and they don’t know if they can make money, but if they can make a lot of money, they would try it.

Analysis conclusion: There are still relatively few creator users, and most users don’t know how to create, but they are willing to try if there are rewards. Creators said that the reason they create on other platforms is that they can make money, the atmosphere and algorithm are very good, and their creations are also encouraged by the platform. Therefore, the operation of secondary creation should add reward plans to stimulate the enthusiasm for creation by seeding high-quality creators, create a creative atmosphere, and allow users to invest more time and energy on the platform, thereby seizing users' time and attention.

4) Verification content: User acceptance of adding commentary videos to iQiyi

Interview information: 8 people said they would like to watch it as long as the editing is good. If it is a creative work, they would like to create it if there is a reward and income; 3 people said they would like to watch it as long as it is not edited out, but if it is a creative work, they do not have enough time, so they will not consider it; 3 people said it doesn’t matter.

Analysis conclusion: Most users like to watch commentary videos on iQiyi, and would be willing to create such videos if motivated. Other users said they didn't have that much time. Therefore, iQiyi needs to focus on the operation of Suike videos, and through incentive plans, encourage more users to participate in the creation of this type of videos and create an atmosphere of a film and television drama discussion community.

5) Verification content: Short video shooting experience

Interview information: 3 people said they had filmed it before, and added more filters and props for various ways of playing, but it was not easy to use and not fun; 6 people said they had never filmed it, so there was no way to compare; 1 person said he clicked on it and took a look, but thought iQiyi should add more filters, props and fun things.

Analysis conclusion: Most users have not been exposed to this function. iQiyi should strengthen operations and promotions in this area.

6) Verification content: Acceptance of the production of video prop templates

Interview content: 5 people said that they had made props templates, filters, etc. for video shooting on other platforms. If iQiyi developed this function, they would be willing to do it on iQiyi, but the prerequisite is that there would be income; 8 people said they did not know much about it.

Analysis conclusion: Most people are not very interested in this function, but this filter will be convenient for the photographer. iQiyi can use this as an auxiliary direction for the next iteration of Suike short videos.

7) Verification content: screen projection experience

Interview information: 5 people said that they often use screen projection to watch videos, and often encounter the problem of blurry screen projection, and the screen projection experience is not very good; 2 people said that they do not often use screen projection to watch videos, but have also encountered the problem of blurry screen projection; 3 people said that they have never used it and don’t know; 4 people said that they often use screen projection, but have never encountered the problem of blurry screen projection.

Analysis conclusion: More than half of the people have encountered the problem of blurry screen projection, which shows that this problem exists and should be dealt with in a timely manner.

2.3.2.5 Membership issues

1) Verification content: attitude towards members

lInterview information: 6 people said they are gold members and bought membership because they don’t want to see ads, and the TV series they want to watch require membership; 3 people said they are diamond members and bought membership for the convenience of watching TV series and movies, and don’t want to see ads, and also want to watch football, animation, etc.; 5 people said they are not members, they don’t watch on iQiyi often, and the membership is too expensive, so they don’t buy it.

Analysis conclusion: 40% of users think that buying memberships is for watching dramas and not seeing advertisements, 15% have higher requirements and need to watch sports events and animations; and 35% think that memberships are too expensive and are unwilling to buy them. It is necessary to explore the needs of members and provide more differentiated services based on membership levels, such as providing VIP members with distinguished identity identification, one-on-one customer service, etc. Therefore, the iteration of members in this regard can be postponed or new directions can be sought.

2) Verification content: acceptance level of group buying members

Interview information: 9 people are willing to group purchase memberships, as they think that they do not watch videos on iQiyi very often, and because they watch some TV series on other platforms, it is not cost-effective to purchase memberships on every platform. This way feels more cost-effective; 3 people are unwilling to group purchase memberships, as they are afraid that the membership benefits will be greatly reduced after group purchase; 2 people said it doesn’t matter.

Analysis conclusion: More than a portion of users are willing to become group-buying members, while some users are afraid that their membership benefits will be greatly reduced after group buying. Therefore, a non-group buying button can be added based on the group buying, or this can be learned in detail in subsequent user interviews. Judging from the reality that iQiyi’s arppu is low, this method is feasible. The sinking market is still a traffic depression, and group buying members can increase membership fee income. Therefore, this feature can be prioritized as the next version iteration direction.

2.3.2.6 Advertising issues

Verification content: Advertising experience

Interview information: 9 people think that there are too many advertisements, and it would be best to purchase membership to eliminate advertisements, and the subscription time is also very long; 2 people think that there are too many advertisements, and some advertisements should be reduced; 2 people think that they are indifferent, and they would put down their phones and do other things when there are advertisements; 2 people think that some advertisements are quite like blockbuster movies.

Analysis conclusion: Most users think there are too many advertisements and that they do not enjoy the benefit of ad-free service after purchasing membership. The conflict between user demand and advertising revenue is not a recent problem, but an always-existing problem. It is a contradiction between membership business and advertising business. It is really difficult to solve this problem. We can reduce some advertisements, so advertising can be postponed or new directions can be sought.

Verification content: Attitude towards advertising improvement issues

Interview information: 7 people said that they could not accept even 1 second of advertising, and thought that this type of game was boring and useless. They said that they paid for membership to watch TV series, not to cause trouble, and they did not want to recommend it to their friends; 3 people said it was okay and they might try to play it, but would not recommend it to their friends; 4 people said it did not matter and they were not interested.

Analysis conclusion: Half of the people said that they cannot accept advertisements after paying for membership, and they cannot accept game-type advertisements. Game advertisements cannot be the next iteration direction.

2.3.3 Conclusion Overview

The playback page module, viewing history module, hot spot module, and member group purchase module have large room for iteration and certain demand. The community, advertising, and other modules need to further explore user needs before deciding on the iteration direction.

Playback page module: Currently, the playback page meets the needs of most users. The next iteration direction may give priority to acting in the same scene, dubbing, and rewriting the script.

Movie-viewing history module: Through interviews with different aspects of their opinions and acceptance, the recording function and blind box opening can be prioritized in the next iteration of the movie-viewing history function, and AI-assisted film reviews are an effective way to record. The blind box opening function can connect the playback module, community, hot videos and all my modules to form an ecological closed loop. Therefore, this is an important iterative direction.

Hot video module of Suike: Currently, users have a high demand for secondary creation videos, especially commentary videos. Many users learn about long videos through this type of videos. Therefore, the next iteration can give priority to operating and establishing plans to encourage secondary creation videos.

This can attract many users to watch commentary videos and then watch the full video, so the demand for rich props and filters will also increase. This can serve as an auxiliary iteration direction, but the demand for short videos is not very high and can be postponed. Therefore, it is encouraged that secondary creation videos are cost-effective and can be given priority as the next iteration direction.

Membership and other modules: The two major revenue channels of advertising and membership are in conflict. The demand for group buying membership is high, and we need to further explore user needs to clarify the iteration direction. If we can achieve independent group buying membership like Pinduoduo, it will increase the membership payment rate, because many people only want to watch a TV series or a movie, or only want to watch it a few days a day.

Buying together can increase the membership payment rate, so this feature can be prioritized as the next iteration direction. Currently, iQiyi’s profit model is still unclear. Once advertising is reduced, it will be difficult to balance profits and losses. Therefore, the iteration of advertising can be postponed.

Community and its modules: Currently, users do not have a high demand for community functions. They only have a certain demand for making friends and celebrities. It is considered that there may be many similar APPs that can be used as alternatives, and the experience is better. Therefore, the current iterative direction of the community has a low cost-effectiveness ratio. It is recommended to postpone or further explore the users' itch points and excitement points in the iQiyi community functions before iterating.

2.4 Questionnaire

2.4.1 Preliminary preparation

Objective: Collect real feedback from iQIYI users, and further verify and investigate some of the assumptions and iterative features we came up with during competitor analysis, brainstorming, and user feedback.

Target audience: iQiyi users.

Number of samples: The target sample recovery volume is 201, and the maximum release time is 3 days.

2.4.2 Questionnaire Design

User interviews and questionnaire surveys are conducted simultaneously, so we try our best to make the questionnaire content complementary to the user interviews and conduct a more comprehensive investigation of user needs. User interviews provide an opportunity to ask more open-ended questions, but asking such questions on a questionnaire will make the survey users tired of answering. Therefore, we designed the questionnaire to mostly ask closed-ended questions, with only the last question being an open-ended question.

1) User profile

The significance of collecting basic user information is to understand the attribute distribution of the sample group. By comparing it with the attribute distribution of iQiyi users collected by the competitive product analysis, its representativeness can be understood. Further cross-analysis can also be performed to understand the needs of users with different attributes.

Gender: From the previous competitive analysis, we can see that the ratio of male to female users of iQiyi is quite different, and there is a slight difference in the ratio of male to female users between iQiyi and its competitor Mango TV. So we set up a must-choose single-choice question to ask the gender of the survey user.

Age: From previous competitor analysis, it can be seen that iQiyi's user age distribution has obvious characteristics, and the main users are young groups. Compared with its competitor Mango, nearly half of the user ratio over 20 years old is a distinctive feature. The most noteworthy thing is that users over 50 years old actually account for the lowest proportion of all user groups.

Considering that the questionnaire was not randomly delivered, but was placed in a small range within the circle of our group members, the group circle was basically aged 24 to 30, so it is believed that it is necessary to understand the age distribution of the sample group. Therefore, we set up a required single-choice question to ask the age of the survey user, and its interval settings are consistent with competitor analysis.

City: From previous competitor analysis, it can be seen that iQiyi’s user cities have obvious characteristics, and the main users are first-tier and new first- and second-tier cities. Considering that the questionnaire was not randomly delivered, but was placed in a small range within the circle of our group members, the group circle is basically a user of first-tier cities, so it is believed that it is necessary to understand the distribution of the city of the sample group. Therefore, we set up a required single-choice question to ask the survey user's city, and its range settings are consistent with competitor analysis.

Number of times iQiyi is used: From previous competitor analysis, it can be seen that the number of per capita single-day startups for iQiyi's active users as of September 2020 was 7.6 days. In order to understand which level of activity of the sample group is at iQiyi's active users and better understand its representativeness, we set up a single-choice required topic to ask the frequency of the survey users.

We believe that using it more than 13 times a month is already a loyal and active user, and there is no need to divide it up, so "13 times and above" is the highest range. Next, we are divided into 3 intervals. "8-12 times" is close to iQiyi's average active level, "4-7 times" is less active users, and "1-3 times" can be considered as users who are prone to loss.

2) Needs Survey

Combined with previous competitor analysis, brainstorming, and user feedback, we can get the main iteration directions: improving the playback page module , movie viewing history module optimization, Suike hot topic module optimization , and member group purchase optimization . The secondary iteration directions are these three: optimizing page design, improving the accuracy and sensitivity of screen projection VR and other devices, and gamification of advertising.

Therefore, in the subsequent questionnaire design, we set 2 questions for each of the 4 main iteration directions and 1 question for each of the 3 secondary iteration directions.

Play page module - a survey on video shooting of iQiyi : In order to understand the user's satisfaction survey on video shooting of iQiyi, we set up a must-choose scale question to let users evaluate the function of iQiyi's video shooting of 5 levels.

Improve the function of performing in the same scene - add dubbing, rewrite the script, and conduct the direction of dubbing videos for performing in the same scene : In order to understand which user is more interested in performing in the same scene, adding dubbing, rewriting the script, and dubbing videos for performing in the same scene. We set up a must-choose multi-choice question. To prevent obvious guidance, we set the option to select up to 3 of the directions. The following options are the main improvement directions obtained based on competitor analysis, brainstorming, and user feedback summary.

Optimization of movie watching history module - Satisfaction survey: In order to understand the user's satisfaction with movie watching history module and the specific reasons, we set up a must-choose multi-choice question. To prevent obvious guidance, we set the option to select up to 3 of the directions. Since the movie viewing module is too hidden, we estimate that more users have not experienced it yet, so the option "Not experienced" is set and it is set to a mutually exclusive. If you select this option, you will not be able to select other options at the same time.

Based on our own user experience and user feedback, we have directly listed the following options. Since we cannot be exhaustive, we add the last option "Other", and users can fill in the open answer.

Optimization of movie viewing history - Requirements survey for adding book and video archive records : In previous competitor analysis, brainstorming and user feedback, we obtained the requirements shown in the following options in adding book and video archive records. In order to better guide the needs assessment review, we set up this required matrix scale question.

Users scored each option with interest, 1 was not interested at all, and 5 was very interested. The purpose of this setting is that we can finally get user feedback and comparison sorting from each requirement.

Community sector optimization - A survey on demand for further active communities: In previous competitive product analysis, brainstorming and user feedback, we obtained the requirements shown in the following options in community sector optimization.

In order to better guide the needs assessment review, we set up this required matrix scale question. Users scored each option with interest, 1 was not interested at all, and 5 was very interested. The purpose of this setting is that we can finally get user feedback and comparison sorting from each requirement.

Community sector optimization - a demand survey on improving the user certification system: In previous competitive product analysis, brainstorming and user feedback, we have obtained the iterative direction of the celebrity effect in community sector optimization. One of the requirements is to improve the user certification system and create conditions for the celebrity effect to better play a role in the community.

In order to better guide the refinement and review of this requirement, we set up this required matrix scale question to investigate which type of celebrities users are most interested in. Users scored each option with interest, 1 was not interested at all, and 5 was very interested. The advantage of this setting is that we can finally get the user's interest in each authenticated user and compare sorting.

Optimized layout design - Satisfaction survey: In order to understand the user's satisfaction with iQiyi layout design and specific reasons, we set up a must-choose multi-choice question. Since the question is about the facts that have happened, the subjective factors are weak and there is no obvious guiding, so "up to 3 options" are not set here.

Considering that some users, especially senior users for many years, may be very familiar with the iQiyi layout and there is no such problem, we set the option "I haven't encountered any problems, I can always find it easily" and set it to a mutual exclusion. If you select this option, you will not be able to select other options at the same time. We directly listed other options based on our own user experience and user feedback. Since we cannot be exhaustive, we added the last option "Other", and users can fill in open answers.

Add Erchuang, Suike hot sector optimization - Demand Survey: In previous competitor analysis, brainstorming and user feedback, we mainly obtained the requirements shown in the following options when adding Erchuang.

In order to better guide the needs assessment review, we set up this required matrix scale question. Users scored each option with interest, 1 was not interested at all, and 5 was very interested. The purpose of this setting is that we can finally get user feedback and comparison sorting from each requirement.

Optimize the business model and improve the ecology - Member/Advertising/Other demand survey: In previous competitive product analysis, brainstorming and user feedback, we mainly obtained the requirements shown in the following options in optimizing the business model.

In order to better guide the iterative requirements evaluation review of APP, we set up this required matrix scale question. Users scored each option with interest, 1 was not interested at all, and 5 was very interested. The purpose of this setting is that we can finally get user feedback and comparison sorting from each requirement.

Prevent survey users from having open suggestions but no feedback:

2.4.3 Questionnaire delivery

Delivery method: Group members forward to WeChat groups and Moments.

The number of people placed: mainly young people aged 24-35 in the new first-tier cities (classmate group, colleague group, movie viewing group).

Delivery time: 17:00 on June 18th to 10:00 on June 21st.

Statistics of recycling situation: The total amount of recycling is 201, the valid questionnaire is 201, and the average completion time is 1 minute and 53 seconds.

2.4.4 Sample Overview

Gender distribution: Female users accounted for 61.2% in the sample and male users accounted for 38.8%. The overall male-female ratio of the sample is quite different, and the reason for the deviation from the market research data is mainly due to the small number of samples.

Age distribution: The ages of users in the sample are mainly concentrated in the age of 24 and 24-30, accounting for 47.3% and 45.8%, respectively, followed by the ages of 31-35 and 41 years old, accounting for 4.5% and 1.5% respectively. It is basically consistent with the market research data, and is mainly concentrated in college students and first- and second-tier white-collar workers. However, the number of samples is too small and the number of samples is similar to the basic background of the investigator, so there is a certain deviation from the market research data.

Urban distribution: The users in the sample are mainly concentrated in new first-tier cities and super first-tier cities (Beijing, Shanghai, Guangzhou and Shenzhen), accounting for 30.3% and 26.4% respectively, which is basically consistent with the market research data.

The frequency distribution of usage: the average user who used iQiyi 1-3 times per month accounted for 88.6%, followed by 4-7 times at 10%;

Summary and Analysis: According to the above data analysis, the current male-female ratio of iQiyi users is 1:2; the age is mainly concentrated between 24 and 35 years old; and the users are basically concentrated in super first-tier and new first-tier cities, with a certain consumption level; but the frequency of using iQiyi every day is very small. Therefore, in the subsequent iterations, iQiyi should appropriately increase the preferences of the middle-aged and young user groups for content theater and community atmosphere gameplay, etc., and increase certain interest or freshness to improve user retention.

2.4.5 Questionnaire data analysis

1) IQIYI's shooting function negative reviews account for the majority

Judging from the data, more than half of the users are not very satisfied with iQiyi's shooting function, and think that the shooting function is too simple and has little gameplay, so they are unwilling to use it to shoot videos. Overall, users have a negative attitude towards iQiyi's shooting function, with an average of 2.6 and a median of 3.

Summary and analysis: Optimizing iQiyi's shooting function can be used as the emergency iteration direction of iQiyi.

2) Users are more interested in performing in the same scene, rewriting scripts, and dubbing, and there are differences between men and women

According to the overall sample, users are most interested in imitating movies, followed by rewriting the script, and dubbing and dubbing other imitating movies. 52.2% of users are interested in imitating and filming, and 49.3% are interested in rewriting scripts. Therefore, when making decisions about adding new functions for performing in the same scene, we can focus on providing shooting conditions for imitating the filming and writing conditions for rewriting the script.

From the perspective of gender grouping, women are most interested in rewriting scripts and imitating movies, and the proportion is much higher than their proportion among men. Therefore, imitating the filming can tilt toward the direction of shooting conditions such as filter beauty that women prefer; rewriting scripts can add more, and search for more information when rewriting scripts.

Men are most interested in dubbing. In terms of their interest in dubbing, men are less interested than women, but compared with the overall interest in dubbing, they are more interested in dubbing. Therefore, in the dubbing gameplay, you can tilt slightly in the direction suitable for male dubbing.

Summary and Analysis: According to the above analysis, the function of playing the same scene is added to the play page. This function tends to "play", "rewrite scripts" and "dubbing". In order to increase more gameplay, increase the consumption of video content, increase user duration and increase user retention and stickiness, etc., play a role in an active community. Therefore, performing in the same scene can be a priority iteration direction.

3) Negative evaluations of the movie-watching process account for the majority

For the movie viewing process, most users have not experienced similar products and functions, accounting for 48.8%. iQiyi's movie viewing process is automatically generated and hidden in the personal center. The entrance is not obvious. iQiyi has not promoted it. iQiyi has always been mainly based on PCG content. It believes that users are just consuming rather than appreciating TV series. It is impossible to retain users if they are too entertaining without feelings. It is hidden too deeply, so it is normal for most users to have not experienced it.

Overall, most users currently have a negative or improved attitude towards the existing iQiyi movie viewing process.

Summary and Analysis: According to the above analysis, the negative evaluation of iQiyi movie watching history module accounts for the majority, and the optimization of the movie watching module belongs to the key iteration direction.

4) Users are interested in adding book and video record files during the movie viewing process

The users have made corresponding evaluations on the iteration function points of the movie viewing process given by us. The highest score among the 5 options is "A blind box pops up when watching the video or rating the movie and TV series. The blind box is a script rewritten by other users, imitation videos in the same play, paintings drawn in the same play, etc." The score is 3.83 points, exceeding the median. Among them, more than 71.6% of users expressed high or high interest in this blind box function.

The three scores of "adding book and video archives", "After opening a blind box, you can open each other's blind box after opening a blind box, you can open each other's blind box" and "Collection of blind boxes can make landlords" are 3.82, 3.75, and 3.33 respectively. Users also pay attention to having their own book and video archives. "Collect all blind box Doudizhu" scored the lowest, with only 20.9% of the people interested.

Summary and Analysis: At present, most iQiyi users have not experienced live broadcast courses and do not have a deep understanding of the movie watching process module, and have great potential in future product development. In terms of the iteration function points of the movie viewing process we give, adding your own book and video archives, opening blind boxes, and communicating through blind boxes after the movie viewing score is the most desired by users. This function should be a key requirement in subsequent product iterations.

5) Users are more interested in the high-quality barrage being topped

Among the three iteration functional points of the community section we gave, the highest score is "high-quality barrage will be topped by the staff", followed by "blind boxes to share", all of which are around 3.6 points. The average score of "blind box dating" is 3.37, with 52.2% of the people who are interested.

Summary and Analysis: According to the above analysis, in the optimization of community sectors, users pay more attention to increasing the convenience of seeing interesting barrage and sharing with one-click to third-party social platforms, indicating the importance of seeing high-quality content and social networking on long video platforms. Therefore, iterations can consider adding top-topped high-quality barrage and improving the iterative function points of sharing blind boxes.

6) Users most look forward to the original author entering the community

In terms of celebrity entry, the "original author" most is the "original author", with a score of 3.97, and more than 74.6% of users are interested or very interested. The second is "high-quality up host" and "star actor", with scores of 3.76 and 3.74. The other five categories of celebrities, "screenwriter", "director", "photography", "makeup" and "dubbing" scores were 3.66, 3.54, 3.46, 3.54, and 3.67 respectively. This shows that the current demand for celebrities such as original authors, high-quality upstarts, and celebrity actors in the iQiyi community is the highest.

Summary and analysis: Users pay attention to the entry of celebrities, especially the original author, high-quality up-hosts, and celebrity actors. Mass users also need to communicate with professional authors during the movie viewing process, and hope to communicate with actors. At the same time, they also hope that high-quality up-hosts can watch it.

7) The video has been removed from the shelves is the biggest problem with layout design

28.9% of users reported that they had never encountered layout design problems and could always easily find the content they wanted. However, among the users who have reported that they have encountered layout design problems, they believe that many videos have the most downloaded users. Secondly, they believe that the search results are not matched well and the page information is complicated. Thirdly, the corresponding videos and the entrance are not obvious.

Summary and analysis: iQiyi can focus on optimizing videos to remind users of problems after they are removed from the shelves; or let users customize their common functions in obvious locations.

8) Everyone generally responded positively to adding Suike hot video function

For the 4 functions we gave, the users all reported positively, and the average scores all exceeded the median by 3. This shows that adding Suike Hot Video function has a broad audience.

iQiyi users are mainly young people. The fast-paced life makes young people accustomed to deciding whether to watch the series through the recommendation of the up owner's commentary. Among them, 24.9% of users are most interested in making the up owner's commentary video into a list for content distribution, so that users will decide whether to watch the video. More than 45.3% said they were interested. Secondly, 28.9% of users are interested in the copyright issue of filming videos with iQiyi, and more than 35.3% of people say they are interested in it.

Although users are encouraged to make prop filters with a mean score of 3.7, 47.8% of users are interested in this improvement, and 19.4% are most interested. This shows that young users still hope to customize some gameplay.

Summary and Analysis: Based on the above analysis, iQiyi's iteration direction can try to encourage commentary up masters and second-creation commentary videos and encourage users to make Suike hot video filter props to improve user stickiness.

9) For shortening advertising time and group buying members, these two reactions are positive. Adding shopping carts to the video page, and opening offline VR stores has a poor response.

From the figure, we can see that the two suggestions on shortening advertising time and gamification of advertising and group buying members are relatively popular, but adding shopping carts to the playback page, opening offline VR stores is not popular. The reason may be that users have a low acceptance of commercialization.

Summary and Analysis: Based on the above analysis, iQiyi's business model direction can try group buying members, cooperate with advertisers to make the advertisement look better and negotiate to shorten the advertising time.

10) The last complaints from users

The last question in the questionnaire is to ask the user what else can be improved. It is an optional question. A total of 94 people answered it. Most of the answers are not, that is, they answered ineffectively. There are few other answers that are different from the previous question. However, we can still see from the answers that the general user is that there are too many advertisements (14) and the members are too expensive (14), copyright (4) film source (4) page layout (5).

2.4.6 Main findings and conclusions

Based on comprehensive questionnaire analysis, we can think that the following functional points are directions that can be focused on iteration:

• Play page section: You can add a function of playing the same scene to the right side of the horizontal screen/center at the bottom of the video. Playing the same scene can imitate the plot, dubbing, rewriting the script, etc.
• The movie viewing process section adds the user's own book, video archives, and how to open blind boxes after rating movies and TV dramas. The way to play the blind boxes after opening blind boxes.
• The community section can set up interesting barrages that can highlight and share blind boxes.
• Improve the user authentication system in the community section and set up certifications for original authors, high-quality up owners and celebrities
• Add videos to the page design and take them out of the shelves.
• The Suike Hot Video Section encourages Erchuang’s commentary videos and encourages users to make Suike Hot Video Filter props, etc.
• Improve the business model to buy group members and gamified advertising.

3. Conclusion of demand analysis

Based on the conclusions formed by the above various analytical methods, all 49 requirements were sorted out and a demand pool was output (see Appendix 3 [Complete Demand Pool]). We first refined the needs to a certain extent and judged the importance and urgency of the needs.

Then, at the demand review seminar, we comprehensively consider the impact of demand from cultivating the market, expanding the market, maintaining market share, and opening up new markets based on the product life cycle method, and comprehensively consider whether the demand comes from core users, intermediate users, or outer users, and finally obtain a conclusion on whether the demand passes the audit, and make priority judgments on the requirements that pass the audit.

Priority classification basis:

• P0 level: The usable layer in the pyramid, mainly for bug repair, urgent and important
• Level P1: Easy-to-use layer of the pyramid, mainly adjusting the framework
• P2 level: a good layer in the pyramid, mainly optimized movie viewing history module
• P3 level: Love layer in the pyramid, mainly optimized Suike hotspot videos
• P4 level: The communication layer in the pyramid mainly increases community interest and improves the ecological closed loop.

The reviewed user needs are converted into product needs and form a demand list (see Appendix 3 [Demand List]).

Appendix 1: Interview outline

Purpose of the interview: Based on the problems found in competitive product analysis, brainstorming and user feedback analysis, we conduct in-depth research on users' views, behaviors, and motivations to explore users' real needs to verify and guide product optimization directions.

Interview method: face-to-face conversation, phone conversation or online delivery.

Interviewer: People who use iQiyi.

Who is suitable: Based on iQiyi's subsequent product optimization solution, it ensures the effectiveness of interview data. User types can be found from core users, lost users and low-frequency users.

How to obtain: website users, colleagues, family, friends and study groups.

Number of people: several to dozens. If resources are limited, consider at least 5 to 10.

Other requirements: You need to find users who can clearly express their views and do not exclude the interview format and content.

Interview content (it is not necessarily mainly interview content, you can adapt to the situation and ask a few more reasons)

1) Warm-up questions

• lHow long have you been using iQiyi?
• lWhat is the frequency of watching iQiyi videos? How many times a week?
• lWhat is your motivation for watching iQiyi videos? What made you start watching videos when you open iQiyi?

2) Main issues

Play page problem:

• lWhat videos do you mainly watch?
• lWill you watch videos like others imitating the Legend of Zhen Huan? If we add a section that can imitate the drama in film and television series, would you be interested in experiencing it?
• lIf we add the function of dubbing characters in the drama series, are you interested in this function? Will you try it?
• lIf we add sections so that you can rewrite the fate of the characters in the drama, will you rewrite it?
• lThe newly added section allows you to dub other users imitate videos of filming. If you are a dubbing enthusiast, would you dub these videos?

The establishment of the book and video recording archive and the opening of the blind box after watching/scoring videos:

• l Do you think it is good to record your own book, video and record archives on iQiyi? What do you think is a good archive record?
• l Have you ever experienced recording your own book and video? If you have experienced it, what do you think is the reason that attracts your record?
• l After recording the book and video files, will they share them with other friends?
• lWill you be curious to open the blind box that appears in the future when recording the book and video? What do you want to open a blind box? I hope it is a physical object or an interaction with friends in the community?
• lIf the blind box is an adapted script/imitation video/dubbing by a friend of the community, would you like it? Will you share it with your friends?
• lIf the opened blind box can be touched with other friends in the community and open each other's blind boxes, would you like this function? Will you find it fun and tell your friends around you?
• lIf you can use a blind box to fight Landlord, would you and your friends use a blind box to fight Landlord?
• lIf you add an AI to help write a movie review, would you rather write a movie review? AI will help you search for more information, will you like it?

3) Community issues

• lHave you experienced the function of watching the room together? What else do you hope to add to the social functions on iQiyi?
• lIf you can invite celebrities to join iQiyi, would you like to discuss film and television dramas with celebrities? Do you like to watch professional directors and screenwriters’ commentary on film and television dramas or watch celebrity actors’ commentary and evaluations?
• lIf there is an up commentary similar to Douyin B station, would you like to watch it?
• lWill you hope to make friends in the room through the movie review blind box community on iQiyi? Why?
• lWill you post barrage? If we put interesting barrage into top and highlight them through operations, would you like these barrage? Will you like it?

4) Second creation problem

• l Have you tried to use Suike hot videos to shoot and edit videos? If we enriched the props/filters/dubbing of Suike hot videos, would you try to shoot and edit short videos?
• lWill you watch movies/TV series commentary videos on other platforms? What platform? Bilibili, Douyin, Xigua Video? How often do you watch it? What is the motivation to attract you? Which UP hosts will you follow and what are the reasons for following them? For what reason will they be removed?
• lWill you create videos of movies and TV series commentary on Bilibili and Douyin? What is the frequency?

Will: Which video do you usually create? What makes you persist in creating? Is it the community atmosphere or is it because of the high platform rewards? Which group of fans are your generally? Student, working party or other? Compared with iQiyi, what are the advantages and disadvantages of these platforms such as Douyin on Bilibili? Have you encountered copyright issues during the creation process?

No: What is the reason why you are not creating on Douyin on Bilibili?

• lWould you like to watch it if we added commentary videos and encouraged the creation of such videos? Are you interested in creating such commentary videos? Will you learn about film and television dramas by watching such commentary videos?
• l Have you ever shot short videos on iQiyi? What do you think iQiyi needs to add the function of shooting short videos? What are the advantages and disadvantages of iQiyi compared to other platforms?
• lWill you make templates for shooting videos on other platforms? If iQiyi could do the function of filter templates for shooting videos, would you be willing to do it?

Yo: So what aspects do you think iQiyi can improve?

No: Why do you think it can't attract you to make templates?

5) Interface issues

• l Do you think the interface of iQiyi is clear? Can you find what you need quickly?
• lWhich function do you think is the hardest to find?
• lIf iQiyi has new features, do you know when you open the APP? I hope you can tell me immediately or wait for me to dig?
• lWhat suggestions do you have for the interface? Hopefully any changes?

6) Equipment problems

• lDo you often use screen projection to watch movies and TV series? Will there be a problem of blurred screen projection? What is your screen projection experience like? Can you find the settings for screen projection? Do you need to guide how to find the screen projection settings? What kind of help do you need if there is a problem with the screen projection?
• l Do you think the secondary charge for VIP is reasonable for screen projection? Can you accept it? How does other platforms have screen projection give you a feeling?
• lHow can you watch movies and TV series in VR?

7) Membership Questions

• l Are you a member? Which level of membership is it?
• lWhat is the reason why you buy/not buy a membership?
• lIf members can buy it together, would you be willing to buy it?

Yes: What is the reason why you are willing to buy it? Do you think it is more affordable? Still find it very troublesome?

Don’t want to: What is the reason why you don’t want to buy it?

8) Advertising issues

l Do you think the ad is too long?

• Yes: What is your experience like? How do you think it can be improved? Do you think other platforms are the same? Which platform do you have a better advertising experience? What kind of advertisement do you think is acceptable?
• No: What do you think is the reason why the ad is not long?

lIf you can spend this advertising time through the game, will you accept it? The game takes only 10 seconds in a short time, an immersive mini-game, similar to a puzzle game.

• Yes: What is the reason for acceptance? Would you recommend these mini games to your friends?
• No: What is the reason for being unacceptable?

lWill it cause you any trouble if you open-screen ads are not silent?

• Yes, what is the reason?
• No, why?

9) Other questions

• lWill it cause trouble for you to log in with only one device?
• lWill it make you uncomfortable if you can't watch it in full screen?
• l Have you ever bought anything in iQiyi Mall? How was the experience? Because why bought it there?
• lWhat are the shortcomings of iQiyi and which one do you think is the most disliked?

Ending Thanks: The interview ends here, thank you for your participation.

Author: Hermin

Source: Hermin