How to conduct user interviews and user research?

In fact, user research runs through every stage of the product. This is my answer in another answer about how to conduct early user research for a new product before the product is launched? - Answers from Zhihu users. These two stages cover user surveys of immature products and are also suitable for reference by most products. Let’s talk about the user survey when the product was just launched.

The user survey for the newly launched product is divided into two parts, one is to survey paying users, and the other is to survey unpaid users. In addition to the situation where the product has just been launched, it refers to the situation where the program development has just been completed and launched to the market for users to start using it. It also includes companies whose products have been launched for one or two years but have not yet found a profit model and have not yet run through the business logic. In both cases, the article will look at how user surveys should be done in order from the focus of the survey to the survey method to the design of the survey to the summary.

The first is to investigate relatively important paying users. 1. Investigation focus

(1) Who are the users. Their age group, occupation, income, etc. verify whether the user survey you conducted before launching the product is correct. (2) Their purchasing purpose, core needs and why they are attracted to your product can guide the writing of your product copy and the optimization and production of marketing content. (3) Where you know your product tells you which marketing channel you should choose to dig more effective traffic.

2. Survey method

3. Design survey Here are 4 points that need to be explained: (1) Always remember that the goal of your survey is "Who pays for what needs to be met?" "(2) The age range should be more detailed. For example, a 22-year-old fresh college student and a 25-year-old working person have very different paying abilities and core needs. (3) Price is part of the product, so price investigation is necessary. (4) Manually sending questionnaires one-to-one can make the user experience better. First communicate with the user for about 5 minutes and ask the user whether they are willing to accept the survey.

4. Summary

Starting to use the questionnaire survey format, in addition to reducing the cost of the survey, is also to gradually productize the questionnaire and prepare for bundling the questionnaire with the product in the future. . -------------------------------------------------- -------------------------------------------------- ---------------------------------------When should you investigate unpaid users? When the product conversion rate is too low. User surveys can help us see clearly whether the product has deviated from the track and failed to capture core users, instead of putting all your energy into modifying your marketing content or marketing channels.

1. Investigation focus

2. Investigation method

Note: 1. Manual method must be used. Because they are unpaid users, their willingness to accept your survey is very low. If you still send a questionnaire, they are likely not to cooperate. 2. Continuous recycling. Because after the product is launched, any adjustments to the product and marketing content will affect changes in users' paying behavior, so surveys of non-paying users need to be done all the time. 3. The more samples, the better. The more samples there are, the clearer the reasons for non-payment can be seen. Our goal is to use feedback to find potential users who are core users of the product but have not paid, adjust the product, and improve the conversion rate. So the question is, how can we contact unpaid users? Material incentives can be used here. Send a notification to all users in the product. The content is that some business-related gifts or benefits are prepared for unpaid users. They can receive them as long as they participate in the survey. It must be emphasized that it must be related to the business. We do not need some passers-by who come for profit to mislead product optimization. There are many ways, and the best way is to suit your own business logic.

3. Design survey

4. Summary

During the survey process, the more you chat with users, the better. Always remember that the goal is to find potential users. The reasons why core users do not pay also provide a sound basis for the product.

User surveys on other stages of the product can be found in this mind map to triple the efficiency of your lectures in Talang - all the reading notes of Marketing Thinking, and this article is also based on Talang. Summary of learning from Lang website.