Several friends asked me to share the product demand analysis. I thought for a long time but didn’t find anything to say. This is mainly because I seldom regard requirement analysis as a standardized operation process in my work. Usually I judge requirements directly in my mind, and in most companies, there are no standardized requirements analysis standards. Many factors directly affect and determine the demand. The occurrence of this situation is also determined by professional attributes, because product-related work contains many subjective factors.
Since we want to talk about product demand analysis, we must first know where this is in the product realization process. Whether it is a new product or an iterative product, first the needs are generated from ideas, then the needs are collected and analyzed, and the unnecessary ones are discarded, and the ones that are not urgent are put on hold. Then, the next step is sorted out, and the product requirements document is finally formed and implemented.
Before collection and analysis, the generation of demand comes from all aspects. Different people generate ideas and express feedback to the product manager. Therefore, the demand is generated mainly from the company’s internal (boss, other departments or colleagues) and the product manager himself (planning, mining) , External (users, customers, partners).
Through the above analysis, we clearly realize that product demand analysis is actually demand decision-making. Whether it’s your own innovative ideas, market research, or other needs, the needs analysis that is finally brought together in the hands of the product manager is to decide what to do, why to do, how to do it, and at the same time to give out what can’t be done. What to do, what to postpone, why not or postpone.
Before demand analysis, we must first classify the needs. Each company or product has different classification preferences. Usually there are functional, data, operation, experience, design, etc., and then the needs are divided. Carry out weight considerations and make decisions.
There are three basic considerations in demand decision-making, namely strategic positioning, product positioning, and user needs. This is a hierarchical relationship. The strategic positioning determines the position of the product. Some companies’ products strategically only need to have such a product, and only need to have it. Does it mean that you have to do it well. If you don’t do it well, then There will not be a large investment of resources, let alone the iteration of demand, so strategic positioning is the primary demand decision-making factor. The second is product positioning. Product positioning determines which needs are necessary and which are redundant, and it also affects the choice of user needs.
Based on three major considerations, we have screened the demand, and then we need to quantify the demand, that is, use the “four-image limiting method” to divide the demand into “important and urgently needed, important but not urgently needed, and unimportant but not important.” Urgently needed, not important or urgently needed”. After the positions are divided, we then classify the requirements, which is the priority, mark the priority of the requirements, plan and determine the execution plan of the requirements.
Through the above theoretical process, we can have a general understanding of product demand analysis. A simple and straightforward introduction means that product demand analysis is a product decision-making process. After a four-step process of classification, screening, grading, and grading of requirements, the requirements to be executed are determined, and they are planned into the execution plan.
