This article is relatively long, 8788 words, and the reading time is about 22 minutes.
Whether it's planning users' research activities in batches or trying to figure out the details, a lot of data argumentation is needed to make useful and correct decisions for products.
This argument needs not only perceptual thinking as support, but also rational thinking as verification. I believe that investigation is a good channel.
User research is a necessary process for an enterprise, a team or even a product. How to summarize and define the data after investigation is a new problem worthy of our exploration.
Simply by data, there are quantitative and qualitative data. For user research, analyzing its essence will find that data can be subdivided into behavior and attitude data.
The relationship between the four is very complex and can exist independently of each other. Let's talk about the details of these four data categories in detail.
First of all, both quantitative and qualitative belong to a kind of data in scientific research. The core of scientific research is causality, so the difference between qualitative and quantitative lies in the different understanding of "cause".
They look at the problem from different angles-quantitative attention to data frequency, qualitative attention to data meaning: qualitative assumption of reasons, and then quantitative verification; Quantitative data mining, and then qualitative analysis of the reasons.
From the data point of view, the results of quantitative analysis will be more scientific and convincing, while the results of qualitative analysis are more about the value or significance of something, such as:
Through comparison, we can find that the specific numerical values are given quantitatively, which will be more scientific and convincing than qualitative ones to some extent.
For qualitative analysis, we should pay more attention to the results, such as being fat or thin. As for why this result is obtained, it needs to be verified by quantitative data.
So quantitative analysis will be more inclined to explain the meaning of one thing to a certain extent.
As can be seen from the form of expression, quantitative expression often adopts mathematical statistics or probability, while qualitative expression adopts causality or logic.
Generally speaking, qualitative research is usually a scientific research method to reveal the essence of things, deeply study the user's point of view, and further explore why users produce such results.
If quantitative research expounds the question of "what", then qualitative research expounds the origin of "why", which is a concern for the reasons and the results.
Different from qualitative and quantitative analysis, behavior attitude is often a kind of "peer relationship". This kind of companionship is not a choice, but a gives birth to b, and b can be traced back to A, just like the yin and yang sides of Tai Chi, which is always a cyclical relationship.
Behavior is largely caused by attitude. For example, user A thinks that you must be careful when going out to play and get value for money.
Then user A will give priority to the problem of cost performance when booking with a travel App, which will have a certain impact on the use of the product:
Therefore, attitude usually reveals the root cause of influencing behavior, which is one of the reasons why we should conduct user research to further explore user behavior.
Some things, if there is no attitude as a traction, behavior is difficult to produce.
But everything is not absolute, not all behaviors should be guided by attitude, and behaviors can also occur naturally. Even to some extent, behavior can do the opposite, affecting or even changing attitudes.
Broadly speaking, the analysis of quantitative data is a structured data model, which can be used to objectively express facts and measure the size, with scientific basis.
In terms of sample size, quantitative research pursues a larger sample size as the support of data to ensure the accuracy of the results and more scientifically approach the facts.
Of course, some quantitative data can also indirectly collect user behavior and attitude data, which will be mentioned later.
From the source, quantitative data mainly comes from two directions:
So quantitative analysis focuses more on the statistical analysis of digital data.
These quantitative data can help designers to verify whether the design content is correct and whether the direction conforms to the market trend, and then help designers to provide direction for optimizing works and accumulate experience.
The quantitative analysis method mainly adopts statistical analysis methods such as variance and funnel model, and compares and summarizes the frequency and efficiency of the results.
Broadly speaking, the analysis of qualitative data often adopts unstructured data model or subjective expression phenomenon, without clear standards and scientific research methods.
In the selection of samples, qualitative research often needs a small amount of data, which is only used as a theoretical reference and is mostly used for roles that can indirectly data the behavior and attitude of mobile phone users.
Qualitative data mainly comes from user research activities. Both qualitative and quantitative data of user research can be obtained through activities, and different activities have different emphases. For example, focus groups will be more qualitative, because there are mainly observations and interviews; Questionnaires are beneficial to obtain quantitative data, because users cannot be observed.
On the output carrier, user research generally relies on written media, such as the frequency of some terms, and makes qualitative analysis and draws conclusions through cluster analysis and affinity diagram.
Of course, after recoding qualitative data, it can also be used as quantitative data for statistical analysis, such as open interviews, recompilation of terms that appear frequently in interviews through some analysis methods, or quantitative analysis of qualitative data.
In the data analysis stage, qualitative and quantitative data often need to be coordinated, especially the data obtained through field research, which have huge qualitative and quantitative contents. Comprehensive analysis is more conducive to researchers to tap the potential habits and real needs of users.
Through qualitative research, behavior and attitude data can be obtained most effectively. For example, through focus group research, we can understand the user's mood fluctuation, subtle changes in expression, disharmony of body language, frequency of clicking operation and thoughts when clicking.
These details can not only help researchers dig out the potential behavior habits and real needs of users, but also dig out the reasons behind the data and finally design targeted products.
(The following contents about attitude and behavior will be expounded from a psychological perspective. )
Attitude is an important factor in guiding behavior, so most of users' behavior will be dominated by attitude, and what kind of user attitude will produce what kind of adaptive products.
Therefore, among the four types of data, attitude data can help researchers effectively analyze what products users need to achieve their goals, such as:
Therefore, user attitude is the core reference of a product, and other quantitative, qualitative and offline data are just verifying whether this direction is correct.
Psychologically speaking, attitude is also a tendency to evaluate certain specific goals. It is an individual's evaluation of something from good to bad, from like to hate, such as:
In the example, carelessness is a negative attitude, which leads to a negative evaluation tendency.
Therefore, attitude always evaluates a thing, and only by truly understanding and taking corresponding measures can we change this attitude.
When it comes to attitude, we have to mention the "attitude system", which is mainly manifested in five reactions:
Therefore, attitude can be defined as an evaluation tendency based on emotion, cognition, behavior intention and behavior itself, which can guide our cognitive concept, emotional response and behavior to change accordingly.
The phrase "most unfriendly suggestions help us to act" explains the argument that attitude affects our inherent cognition and thus changes our behavior.
Therefore, users' attitude, emotion, cognition and behavior to products constitute the attitude system of "products".
As the highest systematic existence, attitude has become the primary consideration for designers to design products. Only by grasping the lifeblood of attitude can the other four reactions be better controlled in your palm.
Regarding the attitude system, the author lists the relationship between them in detail, as shown in the figure below.
It is precisely because of the corresponding attitude, cognition and emotion that we will be guided to produce corresponding behaviors.
However, behavior can sometimes skip the spontaneous occurrence of attitude, and even behavior itself will have a negative impact on attitude.
Behavior mainly refers to those visible and tangible body movements, such as the user's clicking and sliding operation with his finger on the screen, as well as eye movements and body language, which are the simplest behavior data without thinking.
But some behaviors need to be analyzed together with attitude, such as frowning, shortness of breath, and violent heartbeat. Even some users will make small moves when they are nervous, and they need to make a comprehensive judgment with "attitude":
Therefore, different behaviors can reflect different mood and attitude changes of users.
From a psychological point of view, we may encounter some spontaneous behaviors in our daily life that do not need attitude as a guide, such as conformity psychology and obedience psychology.
The user's own attitude will have his own unique evaluation tendency in this matter. However, due to the interference of external factors, in order to cater to the information norms, he will make behaviors that are inconsistent with his attitude. This phenomenon is also known as the "silent spiral" effect in communication.
Even under certain conditions, behavior itself can affect the change of attitude.
Of course, this change is subtle, not overnight.
Here are three common behavior phenomena that can directly skip attitude, emotion and cognition and spontaneously produce behavior:
1 contingency reinforcement sounds mysterious, but it is actually very simple to understand. For example:
Of course, in addition to instrumental learning, there are also
Incidental reinforcement means that a specific behavior will bring cognitive, emotional or attitudinal stimulation, which will directly produce the behavior itself.
Normative influence and informational influence, as the name implies, are some specific behaviors caused by some unchangeable influences.
The simplest understanding is conformity psychology and obedience psychology, such as:
This is the normative influence, a spontaneous behavior regulated by fixed rules, that is, obedience psychology.
The other is information influence, such as:
This is also an important reason why participants at the same cognitive level must be regarded as a group when classifying cards. This kind of behavior is also herd mentality.
Other parts, including commitment principle, reciprocity principle, foot-in effect and door-closing effect, all belong to the category of cognitive psychology.
The principle of commitment (full name is the principle of commitment consistency) refers to the promise made to someone about something before, so in order to realize this promise, it must be completed. For example:
In the check-in room of the airport, I need to go to the bathroom and ask someone else to look after my luggage temporarily. If a stranger uses my luggage without authorization at this time, the person being asked will stand up and stop it.
This kind of behavior is directly driven by cognition without attitude, which is what we often call moral responsibility and basic values.
The principle of reciprocity is that the two sides have a mutually beneficial psychology in certain interests or relationships, such as business reciprocity, which is also directly guided by cognition.
The entrance effect (also known as the chance effect) identifies major events through some small commitments, such as:
The psychological explanation of this effect means that once an individual accepts a trivial request from others, in order to avoid cognitive disharmony, or to give others a consistent impression, he may accept subsequent requests.
The closed door effect is very similar to the foot in the door effect, and it is applied by the method of seeing the big from the small.
But the essential difference is that closing the door is mainly to put forward greater requirements to the target person first. When this request is rejected, lower your standards (every once in a while) and then make a smaller request, then this small request has a great chance of being accepted by the target person. For example:
The four cognitive psychological behaviors listed above are relatively common behaviors that are "produced by skipping attitudes".
More psychological behaviors include discount technology, false low price and so on. I hope readers can search for more content by themselves, so I won't list them here.
Through the above argument, we will find that some behaviors will not affect the change of attitude, and even endanger the emotional, cognitive and behavioral goals.
These behaviors only affect the present and will not affect the future. If you want your behavior to affect your future, you must let it affect your attitude.
In the long run, the influence of behavior on attitude is subtle. For example, the example of "dog handshake" mentioned above is to change the posture of a pet dog through serial reinforcement in the process of repeated circulation;
Children's learning and growth is a process of gradually changing their self-attitude through observation learning and guidance learning in school, society and family environment-the growth process of children is countless stages of attitude change.
Behavior can do the opposite, and the change of attitude can mainly be manifested in the following three psychological reactions:
Since infancy, we have been observing the world with curious eyes, that is, attribution theory-we make causal analysis of behavior to enhance our understanding and control of behavior itself, thus guiding us to produce certain behavioral intentions.
1 Self-attribution is mainly divided into emotional (personality) attribution and situational attribution. The former is spontaneous, while the latter is influenced by the environment.
For example, when we make some mistakes in our work and are criticized by leaders, we will instinctively defend ourselves, trigger situational attribution, use situational clues to dig clues and explain the reasons for failure;
Leaders will look at this matter from the perspective of a third party-the person who did it did not reach the corresponding ability, and thought that the emotional attribution of employees led to the failure of this matter.
Self-persuasion is easier to understand, and the best example is the actor.
Actors often need to convince themselves to immerse themselves in the emotions of the role in order to play the role well.
Therefore, self-persuasion is a kind of psychological suggestion that spontaneously hypnotizes the attitude in the individual's mind, thus changing the behavior.
3 Self-justification Psychologically speaking, "cognitive dissonance" is the main reason for self-justification:
In order to offset the sense of imbalance, individuals must change their attitudes to eliminate this gap, and defense is the best way to offset it-changing their attitudes or beliefs to prove the rationality of the behavior caused by the situation. There is a very vivid example:
If the change of attitude is to follow the behavior that is inconsistent with the attitude, and these behaviors are spontaneously produced by individuals, then individuals will inevitably feel ashamed or disgusted with this behavior after the completion of the behavior, and even take responsibility for it.
Besides self-defense, there are other ways to offset cognitive dissonance, and motivation is one of them. For example:
If the demand cost of this research activity is too high, then this cognitive dissonance will be enlarged accordingly, and the solution is "the stronger the incentive, the smoother the behavior obedience".
This is what psychology says: "If the behavior inconsistent with attitude can be rationalized enough through situational power, it will not cause cognitive dissonance". In the example, it means "taking money can rationalize my behavior".
In short, in order to promote the balance of cognitive obstacles, individual psychology will spontaneously offset this obstacle in various ways, in addition to self-defense and psychological suggestion, there are:
In short, out of the instinct of self-protection, people tend to choose the seemingly "least resistance" way to offset cognitive dissonance.
Finally, give an example close to life to demonstrate that "behavior can change attitude":
At present, Pinduoduo's market positioning is gradually changing, based on third-and fourth-tier cities, and making efforts to first-and second-tier cities.
The biggest difference between third-and fourth-tier cities and first-and second-tier cities is that people in first-and second-tier cities have higher consumption levels and quality. In order to gain more shares in the e-commerce competition, Pinduoduo must enter the high-end market to generate more profits.
However, it is a big problem for Pinduoduo to get rid of the inherent evaluation attitude of mainstream consumers in first-and second-tier cities towards Pinduoduo-cheap, cheap and selling fake goods.
Judging from the incentive/guarantee measures such as "10 billion subsidies", "quality assurance" and "fake one loses ten" that have been started in recent years, Pinduoduo is subtly changing the shopping attitude of consumers on the Pinduoduo platform from the consumption behavior itself, such as:
This requires Pinduoduo to spend more money to change the inherent evaluation attitude of consumers.
As for why we should do such a big activity, as mentioned above, "the higher the activity demand cost, the greater the cognitive imbalance, and more incentive mechanisms are needed to offset this cognitive bias."
Judging from the results, Pinduoduo's incentive measures are in place and successful.
As long as they are consumers, the demand for consumption will always exist, but the platforms they choose are different. What Pinduoduo needs to do is to obtain cheaper prices than other platforms through the "subsidy measures" of its own platform, so that the first-and second-tier consumer groups will be attracted by these "incentives" and complete consumption on the Pinduoduo platform.
However, due to the huge user group, if we want to change the evaluation tendency of this huge number of consumer groups, we have to pay more blood-"releasing10 billion subsidy will change the attitude of consumer groups towards me."
As long as consumers are attracted to the Pinduoduo platform, resulting in user stickiness, consumers can be prompted to complete their consumption behavior-after all, the more they buy, the greater the feedback on the physical quality they can get. In order to eliminate the "cognitive dissonance" of selling fake goods in Pinduoduo before, users must alleviate or offset this gap by other means.
Gradually, the public will begin to change their attitude, and then change their attitude towards Pinduoduo products.
Through repeated stimulus activities, I believe that the strengthening of linkage will have an effect, so that the mainstream consumer groups in first-and second-tier cities will gradually change their inherent attitudes towards Pinduoduo.
The above is just a statement. If there is anything wrong, please correct me and communicate. ?