步骤

What opportunities exist in the market now and in the future?

What are the true explicit and implicit needs of customers?

What factors drive customers to purchase a product?

What value proposition does the new product have?

How can the product be improved to make it more acceptable?

What price is acceptable to customers?

Collecting information takes a short time and is low cost

Data sources are extensive

Lay a good foundation for in-depth and concentrated first-level research

There are differences in data definition calibers

Not relevant enough to the important things you need to investigate

Data accuracy and credibility are insufficient

The information is expired and will not be updated in real time.

Information is protected by property rights and cannot be used without permission

advantage

shortcoming

Equally spaced sampling. Number the samples and divide them into several parts according to distance, then determine the first sample number and take regular samples.

Sampling according to different levels, different grades, different age groups

Divide into multiple small groups and select different groups for sampling

What is the acceptable margin of error for the results?

The smaller the confidence interval, the larger the sample size required

Confidence that true results fall within the confidence interval

The higher the confidence level, the greater the sample size requirement

The larger the population variance, the larger the sample size required

Guide participants to collaborate with each other

Group discussions can promote in-depth thinking

Access to first-hand information from the market

Questions can be modified at any time to quickly respond to participants

Can observe participant behavior, especially when using product research

Gather insights from your target users

Suppress the activity of some participants to avoid being dominated by one person

Open speech can be misunderstood in various ways

Results do not apply to populations outside the focus group

The quality of the results obtained depends largely on the quality of the supporter

When research requires specific knowledge or expertise

When sensitive information or personal privacy is involved in the survey

Provides more detail, context, language and emotional relationships to each topic explored

The design is more open, conducive to obtaining more information

More relaxed, private, safe and humane

Time consuming, high cost, few participants

There must be a match between the time and place and the interviewees.

Higher skill requirements for interviewers

There will be bias and subjective interpretation

It can only represent the views of a few people and is not universal.

Consumer venues such as automobiles, offices, restaurants, etc.

Survey within the home environment

Opportunity to understand what customers really want

takes longer

Depends on the researcher's interpretation of what is observed

Unprofessionalism will affect customer relationships, which is the biggest risk! ! !

Can communicate face to face and obtain more information

You can see the product in use, observe it first-hand, and directly discuss with customers what improvements can be made

Developed technical personnel can better understand customer needs and convert customer needs into product design specifications.

Promote better communication between team members and customers, improve team cohesion, and stabilize customer relationships

Time consuming and expensive

Interviewers must have professional knowledge

Customers also need professional knowledge

The sample size is not large enough to represent global customers

Provide instant, direct contact with existing and potential markets

Screening allows you to connect with specific customers

Opportunity to interact with leading users or supporters to gain new ideas

highly affected by prejudice

Unable to focus on a problem

no authenticity

Determine customer satisfaction and new product needs based on customer votes

A series of canonical fixed issues

Large sample size

Can be used as a qualitative or quantitative technique

Understand customer needs

Better suggestions for improvements

No need to stick to the location, it is easy to predict the customer’s purchase frequency and location

Find out what drives customers to buy your product

A certain type of consumer group selected by a research company or institution to conduct research and provide feedback on them

“Untrained” test panel

"Well-trained" evaluation team

Understand consumer preferences for products

Can point out directions for improvement

Used to assess customer acceptance of new product concepts

Concept categorization helps the community identify and rank product concepts that are most relevant to multiple development projects.

Determine whether the potential customer needs the proposed product

advantage

shortcoming

Evaluate products through human sensory responses to the product being tested (sight, taste, smell, hearing and touch)

Three-point test in difference test

Two or three point inspection

pleasure test

Use special tools (headphones or goggles) to measure people’s gaze and time

Use specialized tools, biometrics and app logging to respond

FMRI (Functional Magnetic Resonance Imaging)

EEG (electroencephalogram)

Large amounts of complex data collected with different devices during acquisition, storage and sharing to analysis and visualization

definition

Advantages and Disadvantages

Tools for obtaining information and applying it to a specific task or project by soliciting solutions from others

The amount of data is huge! !

Techniques for dimensionality reduction and data simplification, studying the internal dependencies between many variables and the basic structure of observed data

1️⃣Reduce the number of variables

2️⃣Find out the structural relationship between variables

Analyze customer perceptions of differences between similar products

1. Choose the object to be studied

2. List all possible combinations of existing products

Ask a sample of the target market to assess the similarity and substitutability of the products

Analyze comparison scores of pairs and generate visual graphs

Determine how much customers value different attributes of a product or service

Define potential attributes of new products that vary in level and characteristics

Randomly combine different attributes

Ask a sample of consumers (30-50 people) to rate a combination of attributes

Analyze results

Online execution designed to test and compare two versions or variants

Eliminate design defects and perform functional and usability testing

Public beta version, adding functions based on public beta feedback

Final version, specific customers asked if they are satisfied

Using professional 3D equipment, there is no need to develop actual product testing, which can reduce financial cost risks

Overlay elements from reality onto participants’ current environment

Provide it for free first, and then provide it to customers together with low-priced products to observe consumer choices.

Test the effectiveness of promotional materials

In the real market, control the location of product display racks and the number of products placed for consumers, and record sales

Select a sample of a specific region or a representative city

fake sales

Speculation/Bundling

advantage

shortcoming

Launch marketing activities containing various elements within selected markets

Trade fairs, magazines, patent suppliers, etc.

A written agreement indicating what needs to be done to complete the new product development effort and bring it to market

The objectives of product usage testing need to be documented in the product agreement

开发阶段

测试修正阶段

测试修正阶段