A sophisticated method for building user portraits!

1. What is User Portrait ?

According to the official explanation: User portrait, also known as user role, is an effective tool for outlining target users and linking user demands with design direction. User portrait has been widely used in various fields.

In the actual operation process, we often use the most simple and life-like words to connect the user's attributes, behaviors and expected data conversions. As a virtual representative of the actual user, the user persona formed by the user portrait is not constructed independently of the product and the market. The formed user persona needs to be representative enough to represent the main audience and target group of the product.

2. How to build a detailed user portrait?

The first step is to determine what the advantages of our products are?

If there is something that others don't have, I have it; if others have it, I am better than them.

Take selling street stall information as an example:

Product positioning: Using Internet thinking to develop street stall business

The most comprehensive on the Internet: from product selection to stall location selection, stall preparation, stall precautions, legal risks, psychological construction

The most in-depth: real case sharing, students sharing summary after practical operation, giving feedback and adjustments, accompanying you on the road to street stalls

Get started directly, learn the materials and get started immediately

Ability improvement: It is not just about setting up stalls, but also about cultivating thinking ability and basic abilities.

Social: Meet a lot of friends who want to learn and improve like you~

From offline to online: community operation, circle of friends operation, copywriting guidance

The second step is to start from the advantages and selling points and think about two points: What difficulties can the product help users solve? How to resonate with users emotionally?

Take selling street stall information as an example:

A. Customers worry: They don’t know how to choose products or locations, they don’t know whether setting up a stall is really profitable, and they are afraid of being deceived by too many “stall setting instructors”

B. Emotional resonance: The salary of the job is too low, I have no face in front of my family and friends, I can't afford what I want, I am anxious or even hate myself

The third step is to expand on the above user pain points and emotional resonance and identify the attributes of the target population.

Here are four methods for reference: empathy (brainstorming), questionnaires, user feedback, and searching for information online.

A. Empathy hypothesis: Simply put, it is to use various assumptions to judge what kind of group will have the difficulties and anxieties summarized above. We can make assumptions from multiple angles, such as the personality, age, education, region, hobbies, favorite websites, work, economic income, extracurricular activities, idols, etc. of suitable users.

Take selling street stall information as an example:

Hypothesis 1 (age): What age group of people would want to set up street vendors? College students who want to experience life and earn some living expenses, young people who have just graduated or started working and have a stressful life, people around 30/40 years old who have a stressful family life and have no major skills

Hypothesis 2 (income): Would people who have spare money in daily life think about setting up street stalls? No, it should be people with low income from their main job who would think of setting up street stalls

Hypothesis three (hobby): What websites do people who pay attention to street stalls usually visit? You should like to browse the money-making secrets community, follow the sideline experts, part-time job websites such as Part-time Cat and Zhubajie, QQ groups, WeChat groups, and other wool-pulling groups and sideline groups

Hypothesis 4 (Region): Is there any relationship between the population that is interested in the street stall economy and the region? The living pressure in first-tier and second-tier cities is high, so they should be the main driving force

Hypothesis 5 (Personality): What kind of personality does someone who wants to set up a street stall have? They are usually hardworking, optimistic, like to take advantage of small opportunities, and are willing to try new things.

B. Search for information online:

You can use tools such as Baidu Index and 5118.

Conduct a survey using the keyword "street stall":

As can be seen from the above figure, young men aged 30-39 in first- and second-tier cities are most interested in the street stall economy, and most of them are confused about what should be sold in the street stalls.

The survey was conducted using Part-time Cat and Zhubajie.com:

It can be seen that the profile of people who like to find part-time job information online is: boys aged 20-29 who live in economically developed areas are the most interested.

Research using the keyword "wholesale":

From the graph of the keyword "wholesale", it can be seen that young men aged 20-29 in first- and second-tier cities are more interested in wholesale, and prefer clothing wholesale.

Research using the keyword "side job":

We found that among the words associated with side jobs, the high-frequency words are: civil servants, teachers, state-owned enterprises, at home, public institutions, World of Warcraft, and rural areas. We concluded that people who want to develop a side job have an unoptimistic income situation, like to play games, and may have poor mobility.

Combining the four key words, we can conclude that our target group is young men aged 20-29 in first- and second-tier cities, who have unfavorable incomes, like entertainment, and are confused about what to sell at street stalls.

Based on the general characteristics of the population derived above, we can look into the consumption concepts and behavioral habits of young people at this stage.

By querying the Jiguang big data, we can know:

1. Overview of College Students’ Mobile Life

App preferences among college students

College students: "I love learning, learning makes me happy", Super Course Schedule is the most preferred app for college students

According to the Jiguang App Preference Index, among the top 10 apps in the college student app preference index, five apps are closely related to academic studies, namely Super Course Schedule, Learning Pass, 100 Words, NetEase Youdao Dictionary and Blue Ink Cloud Class.

Hobbies and interests of college students

College students have a wide range of interests and hobbies, and they love watching anime, shopping and exercising the most.

According to Jiguang Big Data statistics, the TGI of college students in various hobbies and interests is generally greater than 1. They have a wide range of interests and hobbies, and their extracurricular life is rich and colorful. They love watching anime the most, and are also interested in "buying, buying, buying" clothing and accessories and sports.

Social style of college students

"Bad GAG King": Being too funny to have any friends may lead to social crisis among college students

Jiguang Big Data shows that the TGI of the social style label of educated youth among college students is 3.84, which means that compared with the overall mobile Internet users, college students are more inclined to make friends in communities with the tone of educated youth and are more interested in topics related to educated youth. However, the TGI of the humorous joke label ranks last among college students.

2. App preferences of college students

App preferences of college students from 985 universities

In addition to the Super Course Schedule, 985 college students love to use Zhihu the most

By observing Jiguang Big Data, it is found that the app with the highest preference index for both 985 and non-985 college students is Super Course Schedule, while Zhihu, which ranks second in preference among 985 colleges, is not so popular among non-985 colleges, ranking eighth in preference.

App preferences of college students of different genders

Male college students: Spend their spare time playing games, watching game live broadcasts, and visiting game sharing communities

According to Jiguang Big Data statistics, PlayerUnknown's Battlegrounds is in the top 10 of the male college students' app preference index. In addition, they also prefer Douyu Live, Panda Live and Huya Live, as well as the game sharing community TapTap and the game information app Palm League of Legends.

App preferences of college students of different ages

The learning enthusiasm of post-2000 college students seems to be stronger than that of their seniors

By observing Jiguang Big Data, we found that the top three apps preferred by post-00 college students are directly related to learning, while post-95 college students prefer Baidu Netdisk, NetEase Cloud Music and Bilibili.

App preferences of college students in different city levels

NetEase Cloud Music and NetEase Youdao Dictionary are favored by college students from different cities and levels.

According to Jiguang Big Data statistics, the most popular app among college students in first-tier cities is Zhihu, while college students in new first-tier cities prefer Super Course Schedule, while college students in second-tier cities, third-tier cities and below prefer Learning Tong.

3. List of college students’ app preferences

The most popular social networking apps among college students

Baidu Tieba is the most popular social networking app among college students

By observing Jiguang Big Data, we found that stranger social app Tantan, as well as game social apps Tongzhuo Game and Wanba, have emerged as the top 10 social network app preferences among college students.

The most popular education and learning app among college students

Among the 10 most popular education and learning apps among college students, 6 are foreign language learning apps

l By observing Jiguang Big Data, we found that among the top 10 education and learning apps in the app preference index of college students, there are 6 foreign language learning apps, namely, 100 Words, NetEase Youdao Dictionary, Scallop Word, Kingsoft PowerWord, English Liulishuo and Hujiang Happy Dictionary.

By searching Analysys Big Data, we can find that:

The fourth step is to find where target users gather.

Take selling street stall information as an example:

We sell information about street stalls and classify our products as knowledge payment.

Thinking: Where can we find users for paid knowledge?

1. Go to places where paying users gather. For example, Himalaya, Get, Knowledge Planet, Weibo, Zhihu, Jianshu, Douban, Zaixing, etc.

2. "Be an undercover agent" - If I don't have guns or cannons, the enemy will build them for me.

A. Open Sogou WeChat and enter "join group" + industry

B. Open WeChat and search for “join group + industry”.

In summary, we get the core user portrait:

Age: 20-29

Gender: Mostly boys

Occupation: College students, fresh graduates, new employees, leisurely jobs

Motivation: Seize the opportunity of street stalls and make some money

Channels: Himalaya, Get, Douban, Zhihu, Knowledge Planet, Weibo, WeChat and QQ groups for street vendors, and Douyin

Economic ability: Weak, eager to make money

Pain point: I don’t know whether the street stall economy is suitable for me, how to choose products

Cool point: Someone needs to teach simple practical methods

Are you willing to pay for knowledge: A small number of people are willing

Classification user portrait:

Age: 20-22 years old

Occupation: Sophomore-senior student

Motivation: Earn pocket money

Channels: Super Course Schedule, part-time job WeChat and QQ groups for college students, Douyin, Weibo, Tieba, Bilibili

Financial ability: No financial pressure

Pain points: I don’t know how to choose products, where to set up a stall, and how to purchase goods.

Cool point: Someone teaches

Are you willing to pay for knowledge: Most people are willing

Age: 23-25

Occupation: Newly entered the society

Motivation: Relieve financial pressure

Channels: Xiaohongshu, Douban, Douyin, Himalaya, Dedao, Zhihu, Knowledge Planet, WeChat and QQ groups for sideline businesses

Economic ability: Weak

Pain point: Being poor, not knowing whether I am being taken advantage of by selling things on the street

Cool point: Someone teaches a practical method that seems reliable

Are you willing to pay for knowledge: A small number of people are willing

Age: 26-29

Occupation: Civil servant or other leisurely job

Motivation: Increase income

Channels: Douban, Zhihu, Weibo, Douyin, WeChat and QQ groups of street stalls

Economic ability: Slightly strong

Pain point: Find a reasonable and practical method

Cool point: Full of useful information, great gains

Are you willing to pay for knowledge: Yes, but the value needs to be highlighted

How to improve user portraits?

1. Select target users for questionnaire survey

2. Ask friends with target customer tags

3. Before the event starts, a small number of people will try and make mistakes.

It is necessary to continuously iterate the user portrait to obtain a more accurate user portrait.

Author: The Moon Who Lives Seriously

Source: The Moon That Lives Seriously