基于SPSS和在线评论分析的产品用户需求洞察方法研究

Product User Demand Insight Method Based on SPSS and Online Comment Analysis

目的面向当下工业产品系统化、用户需求信息复杂化和信息内容数据化等特点,拟通过研究统计分析和大数据挖掘方法在用户需求获取和处理中的应用,探究产品设计中用户需求洞察的创新方法。方法以案例分析和因子分析方法进行目标产品设计因素提取,并通过多元回归法进行显著性分析;进而采用产品在线评论挖掘和情感分析方法获取并处理针对产品特征的用户显性需求,以及从情景分析角度获取用户在使用情景下的行为痛点和隐性需求;最后,对应产品特征和使用情景下的用户需求指标,导出产品属性要求及产品情景适应性要求。结论综合应用SPSS和在线评论分析方法,解决目前产品用户需求洞察中方法应用不足、缺乏客观性的问题。有助于设计人员在面对复杂产品系统及用户需求复杂的设计任务时,精准获得产品设计目标。并以重卡生活舱用户需求分析进行实证,获得适应重卡生活舱环境的产品设计要求。

Facing the characteristics of current industrial product systematization, user demand information complexity and information content digitization, this paper is planned to explore the innovation of user demand insights in product design through the application of statistical analysis and big data mining methods in user demand acquisition and processing method. The case analysis and factor analysis methods were used to extract the design factors of the target product,and saliency analysis was performed through multiple regression analysis;then the product online review mining and sentiment analysis methods were used to obtain and process user explicit needs for product characteristics. And from the perspective of scenario analysis, the behavioral pain points and hidden needs in the use scenario were obtained. Finally,corresponding to the product characteristics and user demand indicators in the use scenario, the product attribute requirements and product scenario adaptability requirements were derived. The comprehensive application of SPSS and online comment analysis methods can solve the problems of insufficient method application and lack of objectivity in current product user demand insights. It helps designers to accurately obtain product design goals when faced with complex product systems and user-demand design tasks. It also empirically analyzes the needs of heavy truck life cabin users to obtain product design requirements that adapt to the environment of the heavy truck life cabin.