1. Why does the product manager do market research? What is the purpose of the investigation?

Before doing market research, you must have your own research ideas: the object to be investigated, the data to be collected, the effect to be achieved, and so on. Only when the goal is clear can more effective data be obtained.

1. Understand the market demand through investigation, determine the target users, and determine the product core, so as to better formulate MRD.

2. Provide arguments for leaders to PK at the meeting;

3. Identify, collect, analyze and disseminate marketing information systematically and objectively, so as to improve the quality of product sales decisions, solve problems or seek opportunities in product sales, and grasp primary resources in time;

4. Verify whether our target customers are what we want and what products or services the target users want;

5. Understand whether we can meet the needs of target users and whether we are willing to meet the needs of target users;

6. Identify the product opportunity gap, then measure various factors and formulate the product strategic route;

7. After the investigation, the clearer the goal, the clearer the demand, the more difficult it is to make the product, the more difficult it is to open the market, and so on.

8. For brand-new products, PM must first have an idea before investigation, and then verify the feasibility of his idea through investigation.

Second, what are the ways and means of market research? How to determine the dimensions of research?

1, questionnaire survey, user AB test, focus interview, field survey, user interview, user log, on-site observation, online prize-winning survey;

2. Do persona analysis: set user scenes and user roles for simulation analysis;

3. Speculation and analysis;

4. The dimensions of research are mainly from the strategic level, scope level, structure level, framework level and visual level (different products determine the dimensions of research at different levels).

Third, how to sort out the data of market research?

PS: For the collected survey data, we need to sort out the valid data and discard the invalid data decisively. Detailed processing and analysis of valid data.

Through market research, we have collected a lot of data, which is the most direct embodiment of users' demand for products. As product managers, we regard these data as treasures and need to sort them out and turn waste into treasure. So how do we organize it?

1, collate and enter standardized data according to dimensions, and then model; If the data is not standardized, you must first go through some qualitative processing to standardize it, and then analyze it with tools;

2. Set options to classify closed questions. Open-ended questions are suggested to be recorded first, and then brainstorm to sort out useful things;

3. Qualitative, focused and in-depth interviews can be recorded, and interview records can be formed afterwards; In the process of focus interview, users can make multiple-choice questions in the form of cards or other forms, and they can get a small amount of data, while others are more opinions and directions. This needs to be summarized according to the questions when sorting out the interview records;

4. Data collation of in-depth interviews. We used to brainstorm, build many user models, and forcibly quantify these data. This method is more effective, especially when doing population research.

Fourth, how to write a market research report?

After sorting out the data, we finally need to form a written market research document report and present it to the boss in the most intuitive way, so as to get the boss's support for the product.

1. Explain and summarize the data of market research, and present it most intuitively in the form of charts or graphs;

2. Analyze the current situation of users and their demand points for products;

3. The report consists of research background, research purpose, research methods, research conclusions and other related contents;

4. According to the idea of investigation, improve the reports one by one, chart the conclusions of data analysis, draw your own conclusions, and summarize the trends and laws.

5. What are the ways and means of data analysis?

1, data analysis needs to master data statistics software and data analysis tools (analysis tools such as SPSS, etc. );

2, the main methods of data analysis are:

Comparative analysis method: compare and analyze two or more data, and analyze their differences, so as to reveal the laws and conditions of the development and change of these things. Contrast is divided into horizontal contrast and vertical contrast.

Structural analysis method: a method of comparing and analyzing all parts of the analyzed population with the population, that is, the indicators of all parts of the population.

Cross analysis method: arrange two related variables and their values in a table at the same time, so that each variable value becomes the intersection of different variables. Generally, a two-dimensional cross table is used for analysis.

Grouping analysis: a method of grouping and analyzing data according to their characteristics.

Others include funnel diagram analysis, DuPont analysis, matrix correlation analysis and so on.

(For the data analysis method, please refer to Who says a novice can't analyze data?)

PS: There are many methods of data analysis. Choosing an effective data analysis method can achieve twice the result with half the effort.

6. How does the data analysis report guide the product manager in product design?

1, and determine the core functions of the product according to the research conclusions.

2. Add the results of data analysis into the whole iterative design process to accelerate the iterative updating of products.

3. Evaluate the feasibility of the solution. Evaluate whether the solution is really feasible according to the results of implementation? Whether it needs further improvement and so on.

4. By analyzing the data, we can get the behavior rules of users and provide support for products.

5, daily operation analysis, timely find product problems.

6. Set a series of operational indicators for product operation monitoring in the later stage, and then feed back product iteration (indicators mainly include: 1, user feedback, 2, product bugs, 3, market reaction, 4, future development direction of products, 5, click-through rate, retention rate, etc. ).

PS: We are not Jobs. Sometimes we need to know the habits of users, so research is necessary for product managers in some special situations. Only when you can really interact with users can your products be integrated into users.