Before, we were in how to excavate user needs? These three mined areas cannot be stepped on! There were some questions about needs。
Or do many partners have a lot of ambiguity about "demand," and as a new product, they always ask themselves, what is demand? What's demand? How do you understand demand for making a product? Is demand what users want? Then let's talk about what needs are
As one of the most frequently mentioned words in the mouth, what is “demand” seems self-evident. So we often use the term in a way that we think we understand, so we don't really understand。
I. What do you think, needs
Is it equivalent to “needs, requirements”? What does “demand” mean for each of the “user needs”, “market needs”, and “demand documents”
If you also have questions, then let us start over and look at “needs”。
Initial use of “demand”
Just as we need to know the users, we need to know the scene. To understand a word, we must also understand the context in which it is used. The use scene is also evolving over time, so let's start with the use of the foundation。
Before the emergence of the profession of product manager, the term “demand” had become widely used in economics, usually along with “supply”。
Economics, in turn, gives a definition of “demand”: the demand for a commodity is the amount of the commodity that consumers are willing and able to buy over time, at various possible price levels. By this definition, we can deduce:
An important condition for demand to arise is that “users are willing and able”
“can” is not to be interpreted too much. For example, the user wants to buy a raccoon face, but the supermarket doesn't have it, which is "no" ; for example, anjo users want to use your product, but you don't have an ando version。
Then what is yes
“yes”, we can understand as having a “motive” to do something, and we can understand “motive” from a psychological point of view: motivation is guided by a goal that stimulates and sustains the internal psychological process or internal dynamics of individual activity。
It's kind of a ludicrous phrase, and it's easy to understand:
Psychologically, motivation is based on “need” (here is the “need” as defined in psychology). When needs are not met, it leads to the search for targets or objects that can meet them. Once a target or target is identified, the need is translated into a motive。
Let us look again at what is called “need” in psychology: need, an imbalance within people's bodies, manifested in a steady quest for the internal environment or living conditions outside them, and a source of activity. This imbalance includes psychological and physical imbalances。
Physical needs such as food, water, air, sleep; psychological needs such as a sense of belonging, love, respect, etc. So psychologically, maslow's theory should be called the “need-level theory”。
So, let's get this straight, and this is what we call a "demand-generated model": let's model it with a heart path in a user's scene。
It's hot。
After basketball, little handsome sweats and gets hot. (imbalance inside body)
He felt a bit sad and wanted to eliminate it. (needs arise)
So handsome is going to buy a bottle of ice-cold drinks. We got a target, we got a motive
Little handsome, with no money, wants to go back to the dorm and drink. (the demand was not generated because it could not be purchased)
Hey, look up, the roommate was just passing by! So the handsome went to borrow money from him and went to the commissary to buy a cold drink. (demand generation)
Hiccup
Thanks for the handsome show, bye。
With this in mind, we can better understand why, in many of the methodological approaches to demand analysis, we refer to the hierarchy of consideration of needs — which can be divided into surface needs, deep needs, essential needs — which is also in line with the “needs-motives-demand” theory described in this paper。
Is demand for a particular commodity? Is it a quantitative unit
Returning to the definition of “demand” in economics, it is mentioned that “demand is the quantity of the goods purchased”. It would be interesting to continue to use that definition as a tool。
For example, we know the story of the drill and the hole. So we can say that the customer's demand is “a 12-inch drill”, but not that the customer's demand is “a hole”, which is the motive behind the customer buying the drill。
For example, the story of the ford bus, we can say that the customer's needs are “a horse” and “a car”, but we cannot say that the customer's needs “are to arrive at the destination in a shorter time and faster time”, which is the motivation for customers to buy a horse。
This is clearly incompatible with our daily use。
The definition of hard economy made no sense, and language had evolved over time. Our daily application of the term “demand” is no longer limited to “the quantity of a commodity purchased”. It's a big extension。
We use “demand” to describe “motives”, such as “user demand is weight loss”, and we use “demand” to describe “need”, such as “user's essential need is self-esteem”. It's all our real applications。
Moreover, when the word “demand” is used for “a commodity”, it is already inaccurate to use “purchase quantities” alone, not to mention the fact that direct purchases do not necessarily exist at this time when internet products are prevalent, and perhaps we can sum up by “use levels”。
Summary
As of this point, it still seems difficult to define a sentence in response to demand, but we can begin with some clear descriptions of “demand” that are often used to express “the extent to which consumers use a particular commodity (including whether it will be purchased, purchased in quantity, frequency of use, length of use, etc.)” such as “pregnant women are in great demand for products that provide knowledge during pregnancy”。
In this context of use, “demand” is essentially “need” (as defined psychologically). Each of us has been pursuing a balance (both physical and psychological) between our own internal environment and external living conditions。
Once the balance is broken, we create the need to direct the search for a goal to eliminate that imbalance (e. G. To buy a commodity), and once that objective is found, the motive arises. The opportunity to move us forward, and once we have the capacity to achieve this goal, “demand” is created。
In our actual use, however, “needs” are often used to replace “motives” or “needs” themselves, such as “the great need for pregnant women to learn about pregnancy”, “the essential need for them to learn about pregnancy is to reduce fear”。
It is rather difficult to interpret the concept of the basis of “demand”, even if we find that the result of the reading seems “obvious” before it is read. But the focus is not on remembering a concept, but on thinking. By thinking, for example, we can understand more deeply how demand is generated at one level。
Seizing the constant “need”
The essence of demand, which is biological or social in nature, is unlikely to change significantly in a short period of time。
2. People have a strong capacity to generate demand
An important step forward in demand is the fact that people find targets that they believe they can meet their own needs, and they find a motive for constantly creating new goals (i. E. The products and services that we create)。
As a result, the needs are constantly being created, endlessly. There are many options for meeting the same needs. There are, for example, numerous options in cases where there is thirst for a drink after the ball。
So the problem that we need to deal with as a product is not just “to meet the needs of the user”, but “to make the user want your products”. It's actually about competition between products, about user experience, and we'll talk about it later。
