Code it up! When creating a user portrait, these 5 questions are the most important?

Market competition is fierce and cruel. How to position the company, establish product projects, and create user portraits are several core steps that deserve special consideration. This article starts with 5 key questions to help you sort out the logical thinking of user portraits!

Everyone wants to create a user portrait, but where does the user data come from? Today, let’s discuss this in detail based on a question.

Problem scenario: An O2O platform provides housekeeping services. The operation and data teams discussed "how to build user portraits and provide accurate services to users". The more they talked, the more excited they became!

• A colleague said: The elderly and children at home determine the workload of the aunt, so we have to collect
• Colleague B said: The house area is also important. The salary is different for 200 square meters and 60 square meters.
• Colleague C said: People’s place of origin is also very important. For example, my family doesn’t want to be from ** province or ** province.
• Colleague D said: We also need to pay attention to carpets and range hoods, which are all segmented businesses.
• Colleague E said: That also includes cleaning the bathroom and tidying up the cloakroom.
• Colleague F said: We also need to pay attention to the timing, such as cleaning before the Spring Festival.
• Colleague G, H, I, J, K, J, M, N, O, and P took turns to speak...

After the chat, everyone was satisfied and came up with a 54-question user portrait list (as shown below):

I happily handed it over to the product manager and waited for it to go online.

The product manager exploded on the spot

The product manager cried out: "Are you crazy? Asking users to fill out so many questions. Are you still going to do business?"

So how do we break the impasse now?

A. Ask the door-to-door service aunt to fill it out.

B. Access to Touteng’a big data, they definitely have it.

C. No more collecting data, just use artificial intelligence model to calculate it.

Obviously, none of the above answers are reliable. To solve this problem, we need to sort out 5 basic questions.

Question 1: Is the user's demand worth fulfilling?

For example, the "model maintenance" service is definitely a real demand, and model makers will definitely like it. The question is:

1. How many people have needs?

2. How many people are willing to pay to meet the demand?

3. Is this demand worth adding two questions to the questionnaire for all users?

Q55: Do you like playing with action figures? Yes/No

Q56: What is your favorite type of action figures? Gundam/model airplanes/Warhammer/ACG (you know)…

There needs to be a balance between product quality and popularity in order to stand out in the market competition. And specific types have specific operating methods. (As shown in the figure below)

You don’t need to wait until users come to you to fill out forms to collect information about your product’s positioning. You can start working on it in the early stages of designing products and services, such as:

• Competitive product visits
• User research
• Industry Research
• Product Testing
• Price Test

Get to know the current market situation directly from users and competitors. There is no need to wait for the business to be launched before asking users to fill in. This kind of track selection work tests the product and operation business capabilities.

Especially for domestic services, there are some established practices in its sub-sectors: confinement nanny/babysitter/hourly worker/elderly care, and there are corresponding market prices in a city. These basic tasks can be completely solved through preliminary research.

Question 2: Is there a capability to satisfy users?

For example, there is a customer who has the following requirements: he must be able to speak five foreign languages ​​(his family is of mixed descent), have a postgraduate degree, only serve from 11 a.m. to 4 p.m., be between 30 and 40 years old, and be a nanny who can make both spicy soup and Wellington beef.

Does the platform really have to satisfy her? Of course not. The platform has its own upper limit of supply capacity and its own product positioning. There is no need to meet the particularly tricky user needs.

If the supply side does not have the ability to provide large-scale, high-quality, personalized, and low-priced services, then there is no need to obtain a large number of user portraits - knowing user needs but being unable to meet them is useless.

In fact, in the competition, meeting the basic needs of users is the first priority. After meeting the basic needs, we can provide some special services based on the platform's supply capabilities, such as nanny credit, price discounts, etc.

For O2O business, the first thing to solve is not the problem of personalized demand, but the problem of regional coverage. If there is not enough service in the area where users need it, everything is in vain.

What’s interesting is that in the discussion of a lot of indicators for user portraits, everyone forgot: address, the most basic and important thing. Without the address, how can we evaluate supply capacity?

Question 3: Is there a possibility of influencing customers?

Let me ask you a question: Are the needs of users the golden rule that cannot be changed in any way? Of course not. In many cases, users will compromise, either because there are no more products to choose from in the market, or because the price is very favorable, or because the needs are urgent and there is no choice.

This means that user portraits are not static, and user needs change with the operation methods. Therefore, the operation method itself is both a means of collecting user tags and a tool to influence the results.

For example, in housekeeping services, cleaning services are quite standardized, so there is an opportunity to adopt a low-price strategy and provide some additional services without increasing the price.

At this time, there is no need to study the details such as the area, layout, furniture, etc. of the user's house bit by bit, but just provide an upper limit for increasing the quantity without increasing the price.

Question 4: Do we need to meet all the needs at once?

After sorting out the first three questions, the answer here is very clear: of course not!
Depending on the promotion channel, there are at least three paths to choose from:

1. If you can find vertical channels with a high concentration of niche users, you can directly and accurately push personalized products that meet the needs of the niche. In this case, you can directly use the source channel as a label to identify the niche user group, and then further analyze and formulate advanced strategies.

2. If you use mass advertising channels, you can directly use the most popular traffic-generating products to attract users to consume once, and then consider promoting secondary purchases, incremental sales or cross-selling. With the first consumption record, not only is the data itself richer, but it also naturally leaves the opportunity for follow-up of secondary consumption.

3. If there is a referral channel, the referrer can directly guide the user to buy a certain main product. At this time, the referrer's behavior tag (the referred product, activity) can directly affect the user's behavior. The referrer's tag, combined with the tag of the referred user, can identify the user's needs. The most typical example is confinement nanny and elderly care, where the referral effect is very obvious.

Question 5: Do I need to fill in all the data at once?

After the previous four questions, the conclusion is of course that it is not necessary. In essence, unlimited requests for user portrait indicators are a form of lazy business behavior.

Under the banner of "I do what users like", they took over all the designs of customer acquisition channels, product design, operation plans, promotion plans, promotional offers, and secondary follow-ups.

Data does not fall from the sky. Data is generated from business processes. If the business processes are not well designed, the products are not attractive, the promotion has no focus, and the operation has no plan, there will be no data, so where will the analysis come from? Therefore, data should be collected step by step, and things should be done one by one.

Each step here can be combined with business actions, such as:

• Collect key information (address, type of demand, whether it is a home residence) when the user first contacts you to facilitate the first match.
• When users are selecting products and services, we collect slightly more personalized information and match products with labels, such as user language requirements and house area.
• After a user completes/fails a transaction, we can infer whether the product positioning is reasonable based on the user’s source and previous information, and optimize the product.
• After the user completes the first transaction, try different ways to guide the user, labeling them while locking in their needs.

For example, for communities with dense users, use third-party information to enrich housing information; for users with frequent repeat purchases, explore other needs from their consumption behavior; give direct rewards for referrals; establish a star-level aunt selection to encourage aunts to do cross-selling while returning user data.

If we do not expect data to be formed all at once, but instead cooperate with operational activities, the scope of data availability will be greatly increased.

Good data is generated by good operations, not dropped from the sky, everyone must remember this. However, some students may be curious: it is easy to understand that users do not fill in information properly, but the question is why employees do not fill in information properly?

In fact, internal colleagues have no awareness of labels. They do not know how to attach product labels, activity labels, or information labels. They only keep the original fields, which leads to many situations that cannot be analyzed.

Author: Down-to-earth Teacher Chen

Source: WeChat public account "Down-to-earth Teacher Chen (ID: gh_abf29df6ada8)"