[ENG]Interpretation to the Product review process

No surveys, no right to speak.
Not doing the correct research, likewise had no say.
——《The blindly》by Mao Zedong

Many people heard the first sentence and second sentence rarely. Product management, there is a very special product – product review. This is a complex semantic concepts, including: user research, market research, demand for the opportunity to testify and so on.

Many occupy a dimension not the same may have different claims, this is not in question, and I mainly to product management to guide their cognition and understanding, tentatively called Product Review ( PR, Product Research )。

Interpretation to the Product Review process

Definition of product review

Product research is a product from 0 1 The necessary process, this sounds something grandiose and a little guilty. Ironic is that I work in product research activities is very limited, even though I am convinced that the research process is essential.

In fact, the survey says demand for Word, we become products of effective weapons —— do you have research and analysis? The other hand, formed a research camp faith addition, stressed the importance of research and even some limited in form, fans had a kind of feeling.

The research should not be used as weapons of any party / Excuse, if just one method, there must be shortcomings, and the two sides are worthy of going on in the chest. Overgeneralize candle, polarized opinion, some love for product review you should ignore, while others are dependent on product review results to the stubborn.

Product review objective

Product review is a practice with a purpose, regardless of product research skill or not, there must be a specific purpose behind it. No matter which kind you research methods, products are for your specific purpose. This should be our goal for the product survey, should abide by the principle of product. Since product research is a good objective, interesting product practice, before the research is necessary to clarify two points:

Clear research objectives
Clear contents of research

For product managers in General, in translation:

0 to 1 :For new products, product review's main purpose is to validate the idea to test whether it can meet user and business, get user feedback.
1 to N :For old products, product review's main purpose is to validate the new value can be realized iteration provides valuable information for product support.

If the existing data / Theories can solve research problems, then there is no need to conduct product research, product research is a means of obtaining information, meaningful and not necessary. Be clear, you do product research services for a solution, but the premise of the research is to identify research is the best choice to solve current problems (perhaps not the best), so it is worth it, interesting.

Product survey method

To research information types, can be broadly divided into:

Qualitative methods: with structured data, visualizations, data support, more objective answers 3W2H Problem.
Quantitative methods: using descriptive data, probability and statistics, is supporting facts, more subjective answers 3W2H Problem.

Presented below are products of work, some of the more common methods.

Qualitative research

Questionnaire survey
Network greatly reduces the cost of research, that everyone is talking about the product review.

One: Questionnaire is technical. Questionnaire needs to actual user scenarios, carefully set the problem, issue clear and objective justice, avoid colors affect the objectivity of the investigation.
Two: Research results are authentic and science? This is not known, so the results of the survey can also be used as reference of the final solution, rather than the solution itself. Even if the user explicitly tell you like a certain feature, we can also be more flexible in other ways to address this requirement.

User interviews
It is clear that nothing himself personally to the assured. If you can ignore the cost, really recommend appropriate attempt to visit, because user interviews to obtain information is not collected in any other form.
Personas
Personas for product design has a great help; Similarly, market research can use personas. Product-oriented audience is diverse and also be considered in the design of our products to the needs of several types of mainstream users, to learn about their true intentions, so as to distinguish between existing and potential users.

Quantitative research

Analysis of data mining
Try from a different point of view, including user information, financial data, product data, and so on. Try multi-dimensional data analysis of the product relevant roles and objects, relative product of the rationality and science conclusions drawn.
Usability testing
Test and repeatedly tested as soon as possible. Focus on user feedback, and understand the user's thoughts and wants to do. Close observation of changes in user behavior and psychology, psychological map a reality is the product of the users response.
Analysis for competitive products
Products in the industry, close attention is necessary. People always think that they are the best, ignoring his opponent's powerful, although you do not need to boast how well their products do, but still want to keep open and modest attitude – every product has its good side, even if it is just a point! Learn your competitors ' strengths, strong products, either on product or person, almost nothing!

These methods simply outlined the concept of common methods, does not represent itself, such as the simple, details also need to research. All these market research methods and tools, and how everyday products work in practice one or two research methods? Of course, after all these years there must be many ways to research, as technologies change, believes a better way can also occur.

It is worthy of recognition ——Product life cycle ( PLM ), Product research is necessary, and not a must! Say, is not to emphasize how indispensable product review, but product research is a process of products complements. All along, I don't like " eat bitter you wish " this sentence, who said as a man must suffer? Maybe it is said it was meant to.

Interpretation to the Product Review process

In addition to a product specific objectives of the research activity itself, product review, a process with a more generalized objective: Empowering ( PE, Product Empowerment) , which is the product growth continues to help. Of course, this process should pay special attention to some, or if there is a paranoia:

Product review content, can be used as a basis and reference for product changes, but it doesn't make the final product into.

Based on user feedback, to try to do new product features, but not enter, delete, change function of the cycle.

Product review as a way to in-depth understanding of the users, possibility of validation and testing a scenario.

Directly with product research conclusions to define new product is dangerous, high cost of trial and error, it is recommended that a prudent way.

Product research can be used to purify the new and old products, as if fate met a " Unprecedented, unchallenged " Products, the theory of the I can't be broken easily, so here come some windbag, above the 4th can be interpreted on its own. Dream or, otherwise, and salted fish, what difference?

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