China Food

Spend 2million to buy, a set of Little Red Book Consumer Research Methodology

“ 
can’t make a little red book well, just because you don’t understand the target population.
 ”
Do you have a clear definition of your brand or the crowd positioning of the content direction? Population research is essentially a study of social groups, more through different levels of social attributes.
Thus, different group types are classified and divided to provide guidance for product development. The content of group research usually includes values, lifestyle and ideas, consumption views, etc.
This article uses 5000 words to talk about the importance of understanding the target population. For those who don’t understand the target group, we need to move the small bench. Remember to collect it. Maybe we can use it tomorrow!!
1、 Research framework: Little Red Book Consumer Research gyro 7-step
2、 Method list: 10 methods for xiaohongshu brand target population
3、 Landing skills: 7 tips and tools for conducting surveys
Research framework:
Little Red Book Consumer Research gyro 7-step
1. Objective: what do I want to study about people – 5W1H
We can simply call this framework ‘5W1H’, which is similar to the original intention of brand creation: why to create a brand, who created the brand, what the brand concept is, how to create it, and how to promote the brand. Who: “who” helps you determine the target group of the brand, or who substitutes for the role of target group to better understand the first perspective of users;
What: “what” clarifies what consumers may do, how to use your product and what feedback they have; When: “when”: determine the specific time when people may use some products, as well as the regular habits to be explored in users’ daily behaviors; Where: “where” consumer product use scenarios, scenarios – consumers generally resonate in scenarios suitable for product use;
Why: “why” why consumers use your product or believe in a brand, which explains the emotional and intellectual motivation of user behavior and the root cause of this behavior; How: “how” how to improve the product, generally there is a questionnaire and schedule, in a certain aspect to do some optimization, and in a certain period of time to complete a certain task.
2. Assumptions
When communicating with many brand owners or brand founders, the author (Zhuang Jun) will find that they have many feelings of their own. Although they say they want to guide consumers, they are completely out of self Hi “feelings”.
The team should still put forward its own assumptions, and do not assume that what it understands is completely right, otherwise it is prejudice. What we need to do is “bold assumptions and careful verification”. Ideas or “feelings” that do not demonstrate will definitely bring a lot of trouble to the executive team.
3. Little Red Book Research Methodology
The following will be written about 10 detailed methods. There is no planning and theory, which is far from enough. There should be a landing methodology. Let Zhuang you be more efficient in investigating people. Well done brands have systematic insight into consumers’ preferences. Here I also hope readers can be inspired.
4. Little red book research implementation
During the implementation, it is necessary to formulate the completion cycle schedule, who will complete it and how to do it, that is, what the specific plan is and when to complete it (set the deadline). When there is a fixed time, there can be pressure and motivation to complete the task. Using the selected method to collect data, the time is clear, the purpose is clear, the method is clear, and the implementation efficiency is more efficient.
5. Little Red Book Consumer Research Integration
After collecting a lot of feedback, a framework analysis is formed, that is, classification. We should study the problems, confirm or falsify our assumptions, analyze the data we have collected, and find the hidden opportunities and enlightenment. It is not difficult to understand that this method collects consumer feedback, solves and optimizes the problems, and improves the management system.
6. Resume of xiaohongshu consumer research
Collecting so much feedback, which feedback is the real demand, and which method is more efficient for the current implementation when applied to the method, is also obtained through re examination.
Do a good job in document classification, which are
1) Functional feedback
2) Feedback of usage scenarios, etc
Do a good job of refined double disk classification.
7. Make a little red book SOP for consumer product research process
In a small red book team, once the details are involved, it is best to form a step document of the process SOP, so that there can be a trace to follow when creating new products next. The team can be copied from everything that can be standardized. Only when it can be standardized can it be scaled up. Zhuang Jun knows that this will be trivial, but the second operation can save a lot of time and gradually optimize SOP through the second operation.
The above seven points I call ‘Little Red Book Consumer Research gyro 7-step’, from the determination of goals to the resumption of implementation, and finally form a little red book consumer research process SOP, hoping to help many brand teams.
Method list:
10 methods for target groups of xiaohongshu brand
1. Crowd Industry Report
First, go to the industry report of the crowd, such as what research institute, and then you can see what the market crowd is more concerned about. Sometimes, we may look at the problem of sleep.
However, you will find that many products are used to solve people’s lack of sleep, or other needs like this, which are dug out from here. Of course, this is still on paper, and we will usher in the next one.
2. Little red book marketing monthly report
It will be more specific here in xiaohongshu. For example, if you don’t know about xiaohongshu’s monthly marketing report, you can find the following official account: zhuangjun. For example, xiaohongshu’s monthly marketing report is more specific. What people are paying attention to on this platform, and what vocabulary they search for more, they will extend their own things after reading other people’s things, and put their own brand into the monthly report, Extract their available strategies.
3. Group chat of target audience
Third, find the target group to chat. When the brand is developing its own products, or when I coach students, I often tell them that you must find the target group to chat with them, rather than saying that you imagine it out of thin air.
You can learn about a case. There is a brand called turtle dad. Gmv can now achieve about 300 million in. At the beginning, they had 700 wechat groups, all of which are social groups of Baoma group. Group chat here means finding them to chat. Where are consumers most concerned about.
Why don’t we see some little red book briefs or brand marketing plans.
Because it’s just a framework, and the logic behind it is not clear. This is useless. You must find the audience and what they focus on.
Product thinking is that it’s possible to say that this thing is like we have our wood board. When you throw it into the crowd, the crowd will help you carve it, that is, to collect some of their concerns with the audience. After integrating it, you will find that this is the product they want. Turtle dad has 700 wechat groups. Think about it. If you take a little, you will give you suggestions when it’s not very good, This product is what their crowd wants.
4. Bloggers’ ideas – questionnaire survey
The fourth is the idea of bloggers. Many people are opposed to bloggers. In fact, bloggers are your good allies. You have to ask them. One mistake many bosses will make is to promote a product, which puts a lot of inventory under pressure. It is possible that when you put this product in front of bloggers, you will find that bloggers want another one, rather than the one you have pressed a lot of inventory.
However, if the brand wants to sell this one again, there will be a problem – bloggers don’t like your products very much. After asking 50 bloggers, 50 bloggers have no good ideas about your products. Then you send it to more people. Isn’t it useless? The money was thrown out before it was thrown in, right? So you can send them a questionnaire to ask the blogger’s ideas and what kind of ideas you have. Three and four are actually common.
5. Consumer lifestyle
Chat with people through their industry reports and monthly reports, and you will find that their living habits are different. Others will ask me: when will this note be sent? You need to know when most of your people are active. Normal office workers and office workers of Baoma group are different. Many breast-feeding mothers may not be able to sleep at oneortwo o’clock at night.
Another point is that a product made may favor this kind of mother baby group when the baby is just born. You will find that the mother doesn’t go to bed so early. When making content, the text scene used also caters to the target group.
Therefore, it is necessary to understand their living habits, their work and rest time, and if the whole person is not immersed in them, the content and products they make are not what people want, and then when they enlarge them with little red books, the money is still wasted.
Therefore, when the person in charge of the brand thinks clearly about these things, you can chill out in the little red book at the start-up stage. Maybe the money you can spend is relatively small, and the things you can do are beyond your imagination.
6. Read 1000 popular articles
Read 1000 popular articles in related fields. It’s a standard little red book. Know in advance what target groups like and what content.
Have you found that if the people who buy products are bloggers, the brand’s little red book “tap water” came into being here, and some plain people are the same. People like your products, and then through understanding, tap water will also be formed. Otherwise, the homogenization of products is serious. When consumers see brand products, they will think that if there is a product with high similarity in my family, they will not consider buying it.
How do many small and medium-sized brand owners do it? Allocate 50000 yuan to the marketing budget of the person in charge of xiaohongshu marketing, and try it in three months and two months to see if it can come out. If you don’t do the research and research that should be done before, you’ll be damned if you can run out. There are also some bosses who want to use the little red book to clear the inventory with some products that press the inventory. If they can push it well, it’s hell.
7. Purchased consumer feedback
The feedback of consumers is the same as the comment area on the little red book. If the feedback is good, users will be driven by the impulse of shopping, and the trading volume is also promoted here.
Many businesses often forget this step. Why does the perfect diary do better? In fact, they have a questionnaire survey. The advantages and disadvantages of each product will be traced to the user’s sense of use. This is partly why the brand can do well.
In addition, many big vs will have their own trial groups to dig out the users’ trial senses. Consumer feedback is actually natural traffic. Why waste what this free traffic can capture.
8. Comment area of competitive product launch
Read the notes of competing products in xiaohongshu in advance, and analyze the other party’s comment area after collecting them. There are complaints or dissatisfaction in the comment area, that is, it has not been paid attention to. The comment area tells you from big things to small things. If you don’t look at your comment area, you will find that your conversion rate is still affected. Why do you say so? The more popular the comment area is, the more someone should stare at it. Where is the logic?
The more you expose, the more traffic you have on Taobao. At this time, there is no customer service, and the comment area is customer service. Some people buy your product, and I return it. Go and see how much your conversion rate will affect. Therefore, xiaohongshu is now refined to this extent.
9. Team members have target groups
If the brand is aimed at the post-95s, the team should try to have such a group. Many bosses are post-80s and post-90s, but they should do a post-95s or post-00s business. We need to understand that the post-95 team members are proper consumer consultants.
Giving up the “father” position, I always feel that “I’m older than you, and I’ve passed more bridges than you have passed”. That’s not what I say. Sometimes they smell or react, and their online sense is much stronger than the boss. Sometimes their feedback is better than that of the boss, because they are aimed at consumers and they are the target group.
10. Horse racing – content and account experience crowd feedback
Content and account. When you send it, you should feel what kind of people I send it to. Those things in front of me are certain. It’s OK to comment on 100 posts, or 1000 posts. That is to say, after you pass a test of such content or account, you will find that the feedback from the feeling crowd will make you better understand the characteristics of the target crowd, and post notes according to the needs of the target crowd later, It is easier to resonate with users.
Landing skills:
7 tips for conducting surveys
1. Mack form
This is a tool commonly used by our team, which is very practical. Gold data can also be considered. As for what to fill in the questionnaire, the questions raised in the questionnaire design should try to clarify the six elements of who, when, where, what to do, why and how to do. The more ambiguous the question is, the more likely it is to generate controversy, such as: what brand of lipstick do you use.
Users can automatically understand and answer in four aspects:
(1) Favorite
(2) Most commonly used
(3) Favorite recently
(4) First thought
In addition, there is no clear emphasis on time. These are details that should be paid attention to, but often the details show the habits of users.
2. Bloggers reverse select products
Continuing the above blogger Communication Questionnaire, it is best to get several products for bloggers to choose what they like. In this way, there will be no wild ideas, so that investigators do not know whether this is a demand or a “false demand”. Send the products to bloggers to feel, write their real ideas, and finally send back other products they don’t like, but it doesn’t need too many. 30-50 people are enough, and the express fee of the research still has to be spent. For example, tea products are sent to bloggers for drink mixing tutorials, but not everyone likes every taste.
3. Establish feedback Library
I don’t know if you’ve ever done this. Sometimes when I give lectures offline, I ask students to write a form. One is to master the students’ level of attendance and absorption, and the other is to make me aware of the shortcomings. It’s of double significance to make improvements in this aspect in the future. The same is true for businesses and brands to establish a feedback library.
4. Xunfei Yuji
When communicating products and feedback with the target group, there may be omissions in the notes, but the scene will be written in Xunfei language, and then the unimportant content will be deleted to avoid omissions. It is also convenient to store relevant requirements, which is really a very good gadget.
5. Look at the comment area of a treasure store
The purpose of this point is to understand what consumers are unsatisfied, and to see whether there is a demand for highlights in competitive stores or their own stores, poor reviews or medium reviews. The author (Zhuang Jun) often says that “consumer complaints are business opportunities”. Read 10000 comments. I don’t know what to think. Ask the e-commerce operators around me.
6. Group chat to initiate voting
This is a trick. When the internal team is deadlocked, the voting of the target group is also persuasive. Moreover, we should maintain a friendly relationship with them for a long time, give them priority to experience any good products, and hand over the selling points and design mining to the group of friends to help complete.
7. Third party data platform: Yien or Xinhong
See the auxiliary tools in the comment area of hot articles. You can use Xinhong or Yien. There are many such tools on the market, and these are the two I often use. You can export the hot text of a brand with one click, and you can also catch the content of the comment area.
Final summary │
This article reaches from the perspective of understanding researchers and studying target groups, analyzes the audience, and targets the target groups, which is the so-called target group optimization. Many people may think that the optimization of target groups is more about displaying joint advertisements. In fact, different target groups can bring different benefits. On the premise of putting accurate keywords, further optimize the target groups, It is bound to get a good response.
Little red book operators have a good grasp of the characteristics of the target population, so your content direction will be more clear. See here, what can you take away from the article?
Author: Zhuang Jun; Source: Zhuang Jun (id:zhuangjunweixin), reprint has been authorized.
Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
Join the community: Cherry (wechat: 15262433826).

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