Hello, everyone, I'm Li Can Changgong? Li Xiaohong, a 25th student from Huangpu, shared his feelings and experiences about the third class. There is no perfect turn and gorgeous transformation of a product manager, only a novice product has seen and thought for two days. The topic this time is hidden demand.

Demand can be divided into explicit demand and implicit demand according to its exposure. Explicit demand refers to the demand that consumers can clearly describe and actively put forward. Implicit demand refers to the demand that consumers do not directly put forward and cannot directly explain.

For example, a school-age young man who wants to find a girlfriend, his explicit need is to find a woman who is suitable in appearance, figure, personality and other aspects to live with, while his implicit need is to find an understanding and partner with the same three views and like-mindedness, who can make him experience pleasure and companionship.

Demand is like an iceberg. 1/7 above the water surface is an explicit demand, and 6/7 hidden underwater is an implicit demand.

Henry Ford, the founder of Ford Motor Company, famously said, "If I ask customers what they want, they will tell me a faster horse." This shows that only a few consumers know what they need, and most of the time consumers don't know what they need.

In this example, people's implicit demand is a faster, more convenient and better-experienced means of transportation, rather than a horse with explicit demand. Therefore, when the hidden demand for automobiles is stimulated, the market size created is ten times and one hundred times that of the original carriage market.

In fact, people will actively meet the explicit needs that have been clearly perceived, while ignoring the hidden needs that are difficult to perceive. But in fact, hidden demand is often the real demand, and the number is much higher than the explicit demand.

Then the question is coming-

The most fundamental thing is to find the potential problems and troubles encountered by users from the user's point of view, and restore the potential hidden needs of users from the problems and troubles. The specific ideas are as follows:

Walk into the real life of consumers, walk into the field of users' work and life, chat with them, observe their lives, record when, where and under what circumstances they use our products, what is the whole process and flow of use, and what users think when using them.

Existing customers are the group who know the products best. Customers know the most important information, such as where the product is good, where it is not good, and where it is particularly dissatisfied. Through their research (online/offline questionnaire survey, focus group interview, one-on-one chat and other research methods), we can effectively find the hidden needs of customers.

The customer's choice of a brand product is made after investing time, energy and money, and it will cost a lot. Under normal circumstances, most customers are reluctant to toss about other brands.

But the reality is that many brands have a high turnover rate of old customers. There are many reasons for the loss of old customers, because the hidden and real needs of customers have not been met, or the requirements of customers have changed, and businesses have not found them in time. Therefore, understanding why customers don't buy products is also a way to tap hidden demand.

At the end, the course has entered the intermediate stage. I hope my friends and I can make great progress by going up a flight of stairs. Come on! Come on!