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Why did Starbucks give you three cup options?

You think the middle cup seems worthless and too expensive, so you bought a big cup, which is a behavioral inducement in consumption.

What is the ceiling selected by NetEase?

is the number of NetEase mailbox users. NetEase’s strict selection was so powerful, like a tank, it has now stopped because NetEase’s mailbox can no longer deliver new traffic to it.

These two examples will be analyzed in more detail below. Why the above two phenomena occur is actually closely related to user research. The core purpose of user research is to achieve product growth and user growth. How to do user research is based on the basic principle of “user insight under growth thinking” , Clarify three goals, and implement five steps.

In the classroom of the Water Drop Product Academy, Cao Sheng, the founder of the Gray Cognition Society, under the title of “User Research-User Insights under Growth Thinking”, systematically explained the method of doing user surveys. To organize, the following:

01. Three goals of user research

User research needs to achieve three goals: find out who the user is, why the user buys, and what the user buys.

Who is the user, must have a portrait of the user, whether it is quantitative or qualitative, it must be portrait. Why users buy it is because they have demand. What did you buy? It is demand matching.

Tell users of Apple phones first. The biggest trouble in doing user research is that we often think of ourselves as users and often recognize our own viewsIt is the user’s point of view.

Who do you think is the user who bought the Apple mobile phone, why did he buy it, and what did he buy?

Most users are people who pursue a fashionable life.

What attributes do fashion products often carry?

Install.

“Pretend” is to be shown to others, so fashion products must include conspicuous consumption, like when we see some female friends taking selfies, she must have a better bag, that bag must be put In a very conspicuous position, even bigger than her face, tell you this is LV.

Why buy it? show off. I bought it not because Apple is good, but because I am a fashion person. Apple is only one of the characteristics of my fashion.

So don’t create the illusion, The first illusion is that it is easy to understand yourself as a user; second, it is easy to understand the product brand as the place where the user buys, in fact, the user is always narcissistic, the user buys is My own needs, my own brand, On the surface, I buy a mobile phone, in essence, I tell you that I am a fashionable person.

Fashion is there, showing off, what are you buying? Buying content and services.

Finally, there must be something figurative. People are irrational, and they are often short-circuited when making decisions, but after they are actually bought, consumer electronics are less important than when they are used. When they are used, they find that they are using content and use Is service.

This is Apple. Young fashion users buy conspicuous consumption, and finally buy content and service consumption that match the characteristics of young people, that is, games and music.

Let’s look at Huawei again. Who is Huawei’s user? business man.

Why do business people buy it?

Good photo.

Now taking pictures has become the single biggest user interest point in the entire mobile phone industry. The mobile phone has hundreds of functions, which can be used to surf the Internet, book a room, check air tickets, endurance, not get hot, and not easy to break after falling. Was transferred to one-good selfie.

Before Huawei’s mobile phone came out, we used Mito Xiuxiu and two girlfriends to take photos and send them in a circle of friends. After reading the two circles of friends, you will mistakenly think that there are four people, two of whom are familiar. It seems to be my colleague, because after finishing the photo, she is very beautiful, and it is not easy to distinguish the colleagues.

From software to hardware, why do Huawei phones say that selfies are good and bought