At the same time, by investigating users' understanding of the usage habits, product function emphases, payment psychology and basic information of users of short video tools, we can do the following:
This survey is a preliminary survey of product establishment, mainly qualitative research, supplemented by quantitative research. The specific investigation methods are as follows:
1, pain point/demand topic
What topics do you like to make/shoot short videos? multiple-choice question
What kind of music do you like in the background of short videos? multiple-choice question
2. Product acceptance theme
Have you ever published short video works? multiple-choice
Why release short video works? multiple-choice question
3. Product design theme
Your habit of publishing short video works? multiple-choice
What do I need to do to shoot/make a short video? multiple-choice question
Do you have any suggestions for the short video tool platform? Please fill them in.
4. Business realization theme
If there is a short video template you like, will you pay? multiple-choice question
Personal information theme
Your gender multiple choice question
Your age multiple choice question
Multiple choice questions in your city
Your multiple-choice education question
Your career choice.
Your monthly income multiple-choice question
A total of 57 questionnaires were collected, and 54 were valid except for 3 users who did not post short videos. Themes and statistics are as follows:
1. Have you published any short video works? ? [Multiple choice questions]
2. Why do you want to publish short video works? ? [Multiple choice questions]
3. What topics do you like to make/shoot short videos? ? [Multiple choice questions]
4. What kind of music do you like in the background of the short video? ? [Multiple choice questions]
5. What is your habit of publishing short video works? ? [Multiple choice questions]
6. What do I need to do to shoot/make a short video? ? [Multiple choice questions]
7. If there is a short video template you like, will you pay? [Multiple choice questions]
8. Do you have any suggestions for the short video tool platform? [Optional]
9. What's your gender? [Multiple choice questions]
How old are you? [Multiple choice questions]
1 1. Where is your city? [Multiple choice questions]
What's your educational background? [Multiple choice questions]
What's your occupation? [Multiple choice questions]
14, your personal monthly income? [Multiple choice questions]
In this interview, I hope to find out the core needs of the target users through a detailed understanding of the user's understanding of the short video tool APP, usage habits, attention and demand for products, consumption positioning, product recognition, etc., and provide reference for the functional design of self-developed products.
The design of interview outline is based on open-ended questions, starting with simplicity, gradually deepening and finally ending with simple questions. The outline design only draws up a rough line, and the actual situation is handled flexibly according to the specific situation answered by the interviewer. The interview outline is as follows:
In this interview, two users were recruited, and a sample selection list was made by means of WeChat interview and face-to-face interview:
Organize, summarize and summarize the interview contents of two users, and analyze the behavior characteristics and needs of users.
1, the production, release and special effects of stickers are the general needs of users. The pain point for users is that the cost of making a video is still quite high. For example, making controllable special effects requires professional software such as AE, and this requirement can be used as a starting point.
2. For the value of products, users are most concerned about the quality of the template itself, the innovation and playability of the template. At present, competing products on the market have disadvantages in this respect, which can be used as the focus of self-developed products.
3. When the product is used, the details often affect the user experience, user friendliness and content style design of the product.
4. With regard to functional design, it should conform to users' professional cognition and people's lazy habits, such as screening function, keyword search, classification and other modules.
5. It can be seen from the interview that users have certain spending power and willingness.
Short video tool products are constantly enriched and matured, and it is also a hot form at present. It can quickly and simply complete a short video with relatively high quality.
Positioning of your own products: a simple short video production tool.
Core function: short video production
Target users: professional content producers with high requirements for video quality.
The basic browsing process of pure browsing is: home page-video selection-video details page-next item-forwarding.
The process of making a short video is: home page-select a video-enter the video details page-click the make button-start the production process-save the mobile phone locally.
Content payment
The content itself is embedded with advertisements, which is more intimate and meets the needs of users.
The content list is embedded in advertisements, which is tough and ordinary users will ignore it directly.
Select high-quality channels in the early stage to obtain the first batch of seed users.
The content itself should have excellent strength and establish a reputation.
Add new gameplay in user interaction to increase user viscosity.
Diversification of business models to achieve early balance of payments
1. After this user survey, we have basically achieved the research objectives of accurate user groups, exploring the needs of user groups, defining the product development direction and exploring the charging mode.
2. The number of questionnaires collected is too small, and the surveyed users fail to completely cover the target group, so the conclusion may be one-sided, and more types of user survey results need to be collected.
3. The number of users interviewed is small. Although it is a potential core user of the target group, there may still be one-sided information.
4. The interview content is insufficient. In addition to the lack of experience in the interviewer, it may also be due to the small number and immaturity of such products in the market and the lack of information available.
(1) In Hangzhou, where do you usually go to learn and buy guitars?
Studying and buying guitars in Hangzhou. You can come to our guitar lovers organization