Question 2: How to gain insight into consumer demand? What is user insight? First of all, we should distinguish between consumers and users: consumers are people who pay for products or services, and users are people who really use products or services. The two are not necessarily the same person. For example, the users of the morning education machine are parents and the users are children. The significance of distinguishing users from consumers lies in knowing the design direction of products, sorting out the priority of the list of functions to be developed, and recognizing the source of feedback collection. Using hole detection is a method to solve the user's needs. "Six-step User Vulnerability Inspection Method" is a user vulnerability inspection method, which is based on years of experience in the Internet and communication industries. The method is to establish users, go straight to their hearts, draw portraits of users, constantly refine product positioning and make product planning.
Question 3: How to conduct consumer insight Since grasping the real needs of consumers through consumer insight has a strong market effect, what is good consumer insight? First of all, it will definitely make the viewer feel involved and let the consumer tell me from the heart that it really knows me, which is so appropriate and right. That's the problem I face, that's the trouble I want to solve; Secondly, there is depth, not just floating surface. Just as Pepsi found a good consumer insight when it seized the market of Coca-Cola, the choice of the younger generation not only turned Coca-Cola's profound brand historical advantage into a disadvantage instantly, but also highlighted its own advantages and firmly grasped the hearts of young audiences. Consumer insight is a dynamic research, that is, dynamically tracking why consumers buy our products, why they agree to repeat consumption, and why a considerable proportion of consumers no longer buy our products. The process of excavation is not simple. If you don't have a pair of discerning eyes, you may inadvertently fall into the trap set by consumers. A foreign instant macaroni brand has done such a consumer survey. They found that when consumers buy them and heat them, they will add some onions. In order to better meet the needs of consumers, enterprises immediately added more onions to new products, but when they studied consumers more deeply, they found that consumers continued to add onions to their macaroni. What the hell is going on here? In fact, there is a profound consumer insight behind this phenomenon: housewives feel guilty when preparing ready-to-eat macaroni for their families. In order to eliminate this guilt, adding some onions prepared by ourselves is not only a way for housewives to express their love for their families, but also a compensation for the psychological guilt caused by convenience, regardless of whether the macaroni itself smells like onions. It is worth noting that in-depth consumer insight can not only study the superficial behavior of consumers, but also have the ability to see problems through the surface. Its insight can be praised by the general public, rather than exaggerating its own perception. For example, in the brand marketing of alcohol, it is generally believed that China consumers drink alcohol to show heroism, convey friendship, or show off their identity and wealth. However, through the in-depth study of consumers' insight, we find that consumers' subconscious mind of getting drunk by drinking is actually naive, because childishness can bring countless benefits, and nonsense can safely test each other; Telling the truth after drinking can create a frank atmosphere and bring us closer. To do a good job of consumer insight in brand marketing, to a great extent, it needs continuous practical accumulation and practical experience, as well as knowledge and tools from various disciplines. In the past, sociology and social psychology were used as the analytical framework of consumer insight. Now consumer insight has developed to explore consumers' deep motives and psychological codes by means of culturology, anthropology and even psychoanalysis. Brand building and product marketing should always keep up with the development of the market, from the discovery of signs to popularity, from popularity to the final trend, which inevitably requires consumers to keep pace with the times and keep a keen sense and judgment on market changes and trends, thus ensuring the effectiveness of brand marketing. It can be said that no brand in the world has fully understood consumers and mastered and occupied the market well, because with the change of time, consumers' concepts, pursuits and values will also change. A targeted enterprise and a good marketing plan can ensure that brand marketing has a strong internal driving force, guide consumption and detonate popularity in the future brand marketing promotion.
Question 4: What are the epiphany theories? Insight is a thorough analysis of human motivation and the relationship between personal cognition, emotion and behavior. Generally speaking, insight is to see the essence through phenomena; In Freud's words, epiphany is to turn the unconscious into conscious. In this sense, insight is a "happy eye", that is, learning to summarize human behavior with psychological principles and perspectives.
Real education cannot be without enthusiasm, care and insight. -Soviet educator Suhomlinski
In order to generate innovative ideas, you must have: (1) necessary knowledge; (2) Not afraid of mistakes and mistakes; (3) concentration and profound insight. -American management scientist sweeney's insightful famous saying "To the future CEO"
The monarch is always surrounded by thoughtful people. They have such keen insight that they can frequently discover the great character of their masters, which will never be noticed by ordinary people unless they are made public. -British writer plug? Johnson
Reprint-consumer insight-
With the development of China's commodity economy, the constant change of consumer demand and the continuous improvement of social civilization, commodity sales have become more and more complicated. Consumers' buying behavior is influenced by consumers' psychological factors. In order to make consumers' purchase behavior possible, we must carefully analyze consumers' psychological insight and study consumer behavior. This paper puts forward its own views on the influence of consumer psychological insight on consumer buying behavior. With the development of economy and the improvement of people's material living standards, consumers have more and more room to choose a wide variety of goods. People's needs are not limited to meeting their use functions, but also depend on psychological satisfaction. In the current competitive market, how to make your products stand out and be favored by consumers? How to make consumers have consumption motives? How to make consumers remain loyal to their products after they have specific consumption behaviors? How do our products meet people's diverse material needs and cultural needs? Faced with this series of consumption problems, it is particularly urgent to study consumer psychological insight and consumption behavior. 1. Consumer's insight into market consumption. Consumers exist in various forms, sometimes individuals, sometimes families, sometimes units and companies. As long as there is consumer behavior, they will become what we call consumers. Consumers are sometimes buyers of goods but not necessarily users, and sometimes buyers and users of goods. Generally speaking, in the commodity field, enterprises are strong and consumers are weak. The reason why enterprises become stronger and consumers become weaker is information asymmetry, that is, consumers have far less information than enterprise producers. Faced with so many commodities and so many sales strategies, consumers as buyers will feel more and more lack of information, unable to make an accurate evaluation of commodity prices, and difficult to make a reasonable choice of commodities. Therefore, when promoting products, merchants should publicize the performance, efficacy and unique feelings that will be brought to consumers, so that consumers can have a comprehensive understanding and good impression of the products without touching or using the products, and have a good insight into the products before buying, thus generating consumption motives and paving the way for the next consumption behavior. 2. Consumers' insight into consumer psychology Among many products, products that meet psychological needs are different from products that meet physiological needs. The latter emphasizes the material entity of the product itself, while the former emphasizes the information attached to the material product. Of course, psychological satisfaction is inseparable from the consumption of commodity material entities, but what is emphasized here is that material entities themselves cannot play a decisive role in psychological satisfaction. What plays a decisive role is the information that can enter consumers' minds and bring them psychological pleasure and satisfaction. When consumers perceive that products meet their own needs in all aspects and feel very satisfied, they will have consumption behavior. Therefore, after the lower-level needs of consumers are met, new high-level psychological needs will arise. According to the theory of American psychologist Maslow, consumers' needs can be divided into five levels: physiology, safety, love, prestige and self-realization. The intensity of various needs of the same consumer is different at different times and in different States, so consumers' purchasing tendency is also different. Consumers' psychological insight into products is an important psychological factor that dominates consumers' specific consumption behavior. When a consumer needs a certain demand and is ready to buy a certain product, he will be interested in the same >>
Question 5: What is the target consumer insight? Consumer insight is to discover the real needs and preferences of consumers and apply them to the marketing practice of enterprises. It is an effective way to find new market opportunities and find new strategies and tactics, so as to improve the marketing effect and get rid of market melee. However, "how to do it" is a more realistic problem. "How to Sichuan" is not only aimed at the top management of enterprises, but also at the regional market and even the front line of sales.
Six ways to gain insight into consumers' inner needs are: 1, in-depth interview with focus; 2, insight into data-data is important, but the judgment of data is more important; 3. Entrepreneurship-"intuition"; 4. Insight into consumers' inner needs ―― Ask "Why?" ; 5. Establish a weak information collection mechanism; 6. Evaluation questionnaire.
Question 6: What is consumer psychological insight? How to grasp consumer psychology, consumer psychology, can not be fully grasped.
All that can be caught are gods.
Look at the demand from a small point and the trend from a big point.
Many times, only through practical operation and experience can we find a little trick in practical work.
It is better to believe in books than not to have them. Many tricks seem to be effective, but they seem to have no effect on themselves.
This is a summary of years of experience. In short, work hard and think more.
Question 7: How to understand and manage the needs of consumers? Observe more and ask more questions, but don't make others feel uncomfortable.
Question 8: China Smart Phone Consumer Insight Report: What kind of mobile phone do people want to buy most? Just run faster and react faster.
Question 9: Are you hungry? China Takeaway Consumption Big Data Insight In this wave, if you are hungry, you should continue to stimulate original innovation and help millions of businesses enjoy the dividend of the times. Hungry? Subsequently, the "China Takeaway Consumption Big Data Insight" was released.
Question 10: How does "copywriting" make people consume? A good copy needs to be based on consumers' insight, which can trigger consumers' emotional identification and urge consumers to make purchases.