This article is * * * 2,600 words, and the reading time is about 17 minutes.
~ ~ ~ ~ The following words ~ ~ ~ ~
We live in an era of big data and small data. Big data is characterized by large amount of data, fast response, diversified data and low value density. Big data is huge and diverse, covering all aspects of things. For this reason, big data is not targeted and selective and cannot directly serve the problem. This is also the biggest disadvantage of big data: low value density, and small data can just make up for the shortcomings of low value density of big data.
Today, I will only explain one question, how to mine small data to meet the needs of users. After mastering this method, you can use it at the beginning of the enterprise. Mining small data to find the demand, and then setting up a company to solve this demand; This method is also very practical in improving sales plan or developing new products. Only by finding user needs can it be used to guide product development and production.
Marketing guru Martin Linster Dragon, a world-famous brand, has a set of methods for mining small data. That is, the 7C framework: collecting clues, connections, associations, causality, compensation and concepts. Let's explain these seven steps one by one.
We are strange to a place, or pretend to be strange here-we need to observe this place from God's objective perspective. To find a place different from other environments, we need to find a "barber" or at least a "local observer" first. They are almost neutral in the community and can help you establish a basic angle. Of course, it is not necessarily a barber, but also a security guard, courier and cleaner. You can get a lot of information from them easily. You can ask them:
What is the community, city or town like here? How do you feel? Is the sidewalk desolate? Are there any children playing outside? Are people friendly? Have you ever felt scared? If so, why? Can you feel the pride of the community? When you see people in the street, do they look straight into your eyes or look away? Is garbage collected regularly? What can unite a town? What can split him? Why?
Every problem corresponds to a phenomenon, which often represents an unsatisfied desire in the subconscious. At this time, you will find a gap that can be met by new products, new brands or new enterprises.
If you doubt the barber's answer, you are not sure whether the information is useful. At this point, you need to make sure that they are integrated into the community. The quickest way is social media to see if they are the most active in the community. They are naturally extroverted and confident.
In the collection stage, try to get many different opinions from the most credible resources.
First of all, remember that you are a researcher, and your goal is to create a narrative and chain story. For the people you study, why did it develop into what it is now? What distance they have traveled since ancient times, so everything you see is not meaningless, and everything you hear can't be wasted.
Here we need to build a model: separate the different selves of ordinary customers. On the one hand, it is the idealized self created by the customer to the outside world: that is what the customer wants others to see him. This idealized self is usually very different from the actual appearance of the customer, which is equivalent to what the customer wants others to see in the WeChat circle of friends. On the other hand, it is the true self of customers.
Among the elements that constitute an idealized self, there are collections and furnishings in customers' homes. Whether it is photos, family heirlooms or gadgets, these are all important perspectives to understand the idealized self. The living room is used to receive guests, and it is also an important perspective. For young customers, just observe the envelopes of backpacks and laptops.
That is to say, it is usually a relatively private place that reflects the inconsistency between the ideal self and the real self, such as the customer's refrigerator, cupboard and wardrobe, while for male customers, it depends on their garage and network folder.
What are you most proud of? Every customer will answer all kinds of surprising answers to this question. Their answer may be an old guitar, a handmade quilt, a contemporary painting and a set of cups.
Besides, what can inspire their strongest feelings? Is it pride? Is it a memory of your lover? Is it a pet? Is it a child? Finally, I usually ask customers to answer two questions. What is the most important thing in your life? What are you most worried about?
If you don't know what you are looking for at first, don't be discouraged. This is the essence of investigation and even the definition of investigation.
At this point, you have some different findings, maybe five or six small data. Think about it, are there any similarities between these small data? Or in a certain direction, is there any connection between the two? Even confirmed your previous guess.
A data may be material, for example, there is a beautifully patterned shirt in the respondent's closet that doesn't match other clothes, or it may be emotional, for example, the respondent is addicted to U2 band, and you are looking for a gap, either showing too much or showing too low-key.
In the correlation stage, we will look for the time when customer behavior changes, which is the so-called breakthrough point. Customers gain or lose a friend, a close relationship (including lovers, family members, friends and colleagues) and all changes in mileage and career may lead to this change.
In the previous process, we were too close to our customers to turn a blind eye. So, usually at the end of an interview, we have to contact a relative of the interviewee to adjust our point of view and invite this person to participate in the second half of the interview.
Now, let's make a timeline of everything and write it on the big blackboard. You will find emotional genes and causality. Please find out their similarities. What emotions will these inspire people? At this time, you should answer this question from the perspective of a respondent. If it is too difficult, we need to call them or visit them again, present the problems you found to them and ask their thoughts.
After verifying the causal relationship, we should extract the strongest emotional essence: desire, what other desires are not satisfied, and what is the best way to satisfy them?
Between emotional satisfaction and real life, you will find desire. Can the desire you find explain all the little data you find?
Now, with all your findings. Then give yourself a holiday and have a good rest. You can go swimming, cycling, gardening or traveling. You know, under pressure, it is unlikely to be creative. Creativity comes to us when we least expect it.
There was an unforgettable interview, because I made a mistake in the appointment time and arrived an hour early. But a lady I made an appointment with, my responder-a middle-aged woman-met me at the door. He just got up, his hair was not combed, and he was wearing a loose blue down bathrobe. I found that I had made a mistake in the time, so I kept apologizing and suggested coming back in an hour, but he insisted on letting me in.
So I witnessed the most sincere interview. She didn't have time to prepare, tidy up and clean the room, anyway. I saw my true self. Two hours later, when I left her house, I remembered that in order to meet the world, we have been living with masks.
Finally, I want to say that everyone has a different identity, and each different identity has different characteristics. For example, if a person is a businessman, he is also a father, husband, son, music lover, traveler and calligrapher, then the businessman's identity allows him to lie, because he needs some business skills to win benefits for the enterprise, but as a father, his father's identity does not allow him to lie, which is the different desires behind different identities.
End of text.
Reference: Pain Point: Mining Small Data to Meet User's Needs