汽车用户隐性需求挖掘方法研究

Research on the Method of Mining Hidden Demands of Automobile Users

在车企多采取正向开发的时代,理解并把握用户需求是车企要务之一。需求主要来源于用户的痛点及兴奋点。显性需求的获取目前企业主要通过常规的研究方法如定量面访、定性座谈会以及一对一深访等方式展开,获取的主要是用户的显性需求,对于用户的隐性需求获取有一定局限性。为此,中汽咨询消费者研究团队采取无察觉跟访+定性验证的方式深入挖掘用户隐性未察觉的痛点。研究员洞察跟访视频研究发现,安全性、储物空间、车机导航、配置等是用户未察觉的高频隐性痛点。此方法在一定程度上弥补了汽车用户隐性痛点研究缺失的空白,为车企更全面的挖掘用户痛点、洞察用户需求提供了新的路径,更好的助力企业的产品定义及开发,帮助车企开发出满足用户需求的产品。

In the era of positive development,it is one of the most important tasks for automobile enterprises to understand and grasp the needs of users.The demand mainly comes from the user’s pain point and excitement point.At present,enterprises mainly excavate the explicit demand through by traditional means,such as quantitative interview,qualitative discussion,and one-to-one in-depth interview,etc.And the results are composed of explicit demand,which has certain limitations for the acquisition of implicit demand of users.China Automotive Consulting consumer research team tried to take the way of undetected with visit+qualitative verification to dig deep into the user hidden undetected pain points.Security,storage space,vehicle and plane navigation,and configuration are high frequency hidden pain points that users were not aware of.To some extent,this method makes up for the lack of research on the hidden pain points of automobile users,and provides a new path for automobile enterprises to explore the pain points of users,in turn,gain insight into the needs of users so as to better facilitate the product definition and development of enterprises and help automobile enterprises to develop products that meet the needs of users.