<p label="Converted by KNB Formatter from Jason Ng https://knb.im/mp" style="margin: 20px;max-width: 100%;min-height: 1em;white-space: pre-wrap;color: rgb(43, 43, 43);line-height: 1.5;box-sizing: border-box !important;word-wrap: break-word !important;"><span style="max-width: 100%;line-height: 28px;letter-spacing: 1px;font-size: 15px;font-family: PingfangSC-LIGHT, sans-serif;box-sizing: border-box !important;word-wrap: break-word !important;">新年回来后，由于老板的工作安排，我又开始从 0 到 1 负责一款新产品。而原本的产品也交由别人负责。因此，我的 Q1 大部分时间都在两种状态中切换：一种是将自己的孩子交出去的不舍，另一种则是寻找新产品方向的奔波。</span></p><p label="Converted by KNB Formatter from Jason Ng https://knb.im/mp" style="margin: 20px;max-width: 100%;min-height: 1em;white-space: pre-wrap;color: rgb(43, 43, 43);line-height: 1.5;box-sizing: border-box !important;word-wrap: break-word !important;"><span style="max-width: 100%;line-height: 28px;letter-spacing: 1px;font-size: 15px;font-family: PingfangSC-LIGHT, sans-serif;box-sizing: border-box !important;word-wrap: break-word !important;"><span style="caret-color: rgb(43, 43, 43);color: rgb(43, 43, 43);font-family: PingfangSC-LIGHT, sans-serif;font-size: 15px;letter-spacing: 1px;white-space: pre-wrap;">在 3 月份，我们大概跑了 50 多家目标用户，调研 10 余家利益相关者，最终确定 2 个客户进入 POC 。</span>今天主要想分享下在新产品调研时，我的一些思考。</span></p><h3 label="Converted by KNB Formatter from Jason Ng https://knb.im/mp" style="text-align: start;white-space: normal;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);margin-top: -10px;line-height: 5px;background-image: linear-gradient(to right, rgb(26, 149, 165), rgb(38, 198, 218));">   </h3><p label="Converted by KNB Formatter from Jason Ng https://knb.im/mp" style="margin: 20px;max-width: 100%;min-height: 1em;white-space: pre-wrap;color: rgb(137, 137, 137);line-height: 1.5;box-sizing: border-box !important;word-wrap: break-word !important;"><strong style="max-width: 100%;color: rgb(62, 62, 62);line-height: 25.6px;min-height: 1em;box-sizing: border-box !important;word-wrap: break-word !important;"><span style="max-width: 100%;font-size: 20px;box-sizing: border-box !important;word-wrap: break-word !important;"><strong style="max-width: 100%;color: rgb(137, 137, 137);font-size: 18px;line-height: 1.5;white-space: normal;box-sizing: border-box !important;word-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(62, 62, 62);font-family: PingFangSC-Semibold, sans-serif;box-sizing: border-box !important;word-wrap: break-word !important;">1. 产品调研能由用研代劳么？</span></strong></span></strong></p><p label="Converted by KNB Formatter from Jason Ng https://knb.im/mp" style="margin: 20px;max-width: 100%;min-height: 1em;white-space: pre-wrap;color: rgb(43, 43, 43);line-height: 1.5;box-sizing: border-box !important;word-wrap: break-word !important;"><span style="max-width: 100%;line-height: 28px;letter-spacing: 1px;font-size: 15px;font-family: PingfangSC-LIGHT, sans-serif;box-sizing: border-box !important;word-wrap: break-word !important;">尽管大公司设置了「用户研究」的岗位，但我个人认为产品调研仍不能让用研代劳。</span></p><p label="Converted by KNB Formatter from Jason Ng https://knb.im/mp" style="margin: 20px;max-width: 100%;min-height: 1em;white-space: pre-wrap;color: rgb(43, 43, 43);line-height: 1.5;box-sizing: border-box !important;word-wrap: break-word !important;"><span style="max-width: 100%;line-height: 28px;letter-spacing: 1px;font-size: 15px;font-family: PingfangSC-LIGHT, sans-serif;box-sizing: border-box !important;word-wrap: break-word !important;">在做产品时，产品经理亲自参与用户调研是最基本要求。无论是用研输出的调研报告，还是专业咨询公司输出的行业报告，都无法替代「面对面调研」。<span style="background-image: linear-gradient(to right, rgb(73, 200, 149), rgb(38, 198, 218));color: white;border-width: 0.25em 0px;padding: 2px 4px;">几乎所有</span>用研报告（即便是录音文件）、行业报告等，都无法真实还原用户生活的场景和反馈问题的情绪。此外，最关键的一点是，这些信息难免夹杂用研/咨询公司的观点从而导致隐藏了部分真实信息。</span></p><p label="Converted by KNB Formatter from Jason Ng https://knb.im/mp" style="margin: 20px;max-width: 100%;min-height: 1em;white-space: pre-wrap;color: rgb(43, 43, 43);line-height: 1.5;box-sizing: border-box !important;word-wrap: break-word !important;"><span style="max-width: 100%;line-height: 28px;letter-spacing: 1px;font-size: 15px;font-family: PingfangSC-LIGHT, sans-serif;box-sizing: border-box !important;word-wrap: break-word !important;"><span style="background-image: linear-gradient(to right, rgb(73, 200, 149), rgb(38, 198, 218));color: white;border-width: 0.25em 0px;padding: 2px 4px;">只有置身用户日常生活工作的环境，充分感受用户在反馈问题时的情绪，我们才能够更好辨别哪些是用户最真实的需求。</span></span></p><h3 label="Converted by KNB Formatter from Jason Ng https://knb.im/mp" style="text-align: start;white-space: normal;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);margin-top: -10px;line-height: 5px;background-image: linear-gradient(to right, rgb(26, 149, 165), rgb(38, 198, 218));">   </h3><p label="Converted by KNB Formatter from Jason Ng https://knb.im/mp" style="margin: 20px;max-width: 100%;min-height: 1em;white-space: pre-wrap;color: rgb(137, 137, 137);line-height: 1.5;box-sizing: border-box !important;word-wrap: break-word !important;"><strong style="max-width: 100%;color: rgb(62, 62, 62);line-height: 25.6px;min-height: 1em;box-sizing: border-box !important;word-wrap: break-word !important;"><span style="max-width: 100%;font-size: 20px;box-sizing: border-box !important;word-wrap: break-word !important;"><strong style="max-width: 100%;color: rgb(137, 137, 137);font-size: 18px;line-height: 1.5;white-space: normal;box-sizing: border-box !important;word-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(62, 62, 62);font-family: PingFangSC-Semibold, sans-serif;box-sizing: border-box !important;word-wrap: break-word !important;">2. 要调研谁？</span></strong></span></strong></p><p label="Converted by KNB Formatter from Jason Ng https://knb.im/mp" style="margin: 20px;max-width: 100%;min-height: 1em;white-space: pre-wrap;color: rgb(43, 43, 43);line-height: 1.5;box-sizing: border-box !important;word-wrap: break-word !important;"><span style="max-width: 100%;line-height: 28px;letter-spacing: 1px;font-size: 15px;font-family: PingfangSC-LIGHT, sans-serif;box-sizing: border-box !important;word-wrap: break-word !important;">常规的 C 端产品调研一般都是围绕「用户」展开。但是在 B 端产品策划中，仅仅调研用户是不够的，我们需要把整个产品方案涉及的利益相关方都进行走访沟通。</span></p><p label="Converted by KNB Formatter from Jason Ng https://knb.im/mp" style="margin: 20px;max-width: 100%;min-height: 1em;white-space: pre-wrap;color: rgb(43, 43, 43);line-height: 1.5;box-sizing: border-box !important;word-wrap: break-word !important;"><span style="max-width: 100%;line-height: 28px;letter-spacing: 1px;font-size: 15px;font-family: PingfangSC-LIGHT, sans-serif;box-sizing: border-box !important;word-wrap: break-word !important;">如果说 C 端产品调研是对于用户人性的洞察，那么 B 端产品调研则更像是了解过去围绕目标用户群的商业链条是怎么展开的。我们需要详细了解针对我们切入的场景，用户过去是如何解决问题，是通过采购什么服务解决问题。而这个服务的提供方、渠道政策具体是什么。</span></p><p label="Converted by KNB Formatter from Jason Ng https://knb.im/mp" style="margin: 20px;max-width: 100%;min-height: 1em;white-space: pre-wrap;color: rgb(43, 43, 43);line-height: 1.5;box-sizing: border-box !important;word-wrap: break-word !important;"><span style="max-width: 100%;line-height: 28px;letter-spacing: 1px;font-size: 15px;font-family: PingfangSC-LIGHT, sans-serif;box-sizing: border-box !important;word-wrap: break-word !important;">同时，如果我们希望切入合作，我们能够提供的价值交换具体是什么，如何迎合他们过往的商业模式等。</span></p><h3 label="Converted by KNB Formatter from Jason Ng https://knb.im/mp" style="text-align: start;white-space: normal;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);margin-top: -10px;line-height: 5px;background-image: linear-gradient(to right, rgb(26, 149, 165), rgb(38, 198, 218));">   </h3><p label="Converted by KNB Formatter from Jason Ng https://knb.im/mp" style="margin: 20px;max-width: 100%;min-height: 1em;white-space: pre-wrap;color: rgb(137, 137, 137);line-height: 1.5;box-sizing: border-box !important;word-wrap: break-word !important;"><strong style="max-width: 100%;color: rgb(62, 62, 62);line-height: 25.6px;min-height: 1em;box-sizing: border-box !important;word-wrap: break-word !important;"><span style="max-width: 100%;font-size: 20px;box-sizing: border-box !important;word-wrap: break-word !important;"><strong style="max-width: 100%;color: rgb(137, 137, 137);font-size: 18px;line-height: 1.5;white-space: normal;box-sizing: border-box !important;word-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(62, 62, 62);font-family: PingFangSC-Semibold, sans-serif;box-sizing: border-box !important;word-wrap: break-word !important;">3. 调研时要注意什么？</span></strong></span></strong></p><p label="Converted by KNB Formatter from Jason Ng https://knb.im/mp" style="margin: 20px;max-width: 100%;min-height: 1em;white-space: pre-wrap;color: rgb(43, 43, 43);line-height: 1.5;box-sizing: border-box !important;word-wrap: break-word !important;"><span style="max-width: 100%;line-height: 28px;letter-spacing: 1px;font-size: 15px;font-family: PingfangSC-LIGHT, sans-serif;box-sizing: border-box !important;word-wrap: break-word !important;">产品调研大致可以分为 3 个阶段：</span></p><blockquote label="Converted by KNB Formatter from Jason Ng https://knb.im/mp" style="text-align: start;white-space: normal;caret-color: rgb(0, 0, 0);color: rgb(0, 0, 0);line-height: 25.6px;border-left-width: 5px;border-left-color: rgb(41, 148, 128);margin-left: 32px;margin-right: 30px;"><ul label="Converted by KNB Formatter from Jason Ng https://knb.im/mp" class="list-paddingleft-2" style="width: 515.844px;max-width: 100%;color: rgb(41, 148, 128);line-height: 25.6px;font-family: PingfangSC-LIGHT, sans-serif;word-wrap: break-word !important;"><li><p label="Converted by KNB Formatter from Jason Ng https://knb.im/mp" style="margin: 5px;max-width: 100%;min-height: 1em;white-space: pre-wrap;text-align: justify;line-height: 1.5;box-sizing: border-box !important;word-wrap: break-word !important;"><span style="max-width: 100%;line-height: 30px;color: rgb(84, 84, 84);box-sizing: border-box !important;word-wrap: break-word !important;">阶段 1 ：需求调研</span></p></li><li><p label="Converted by KNB Formatter from Jason Ng https://knb.im/mp" style="margin: 5px;max-width: 100%;min-height: 1em;white-space: pre-wrap;text-align: justify;line-height: 1.5;box-sizing: border-box !important;word-wrap: break-word !important;"><span style="max-width: 100%;line-height: 30px;color: rgb(84, 84, 84);box-sizing: border-box !important;word-wrap: break-word !important;">阶段 2：方案调研</span></p></li><li><p label="Converted by KNB Formatter from Jason Ng https://knb.im/mp" style="margin: 5px;max-width: 100%;min-height: 1em;white-space: pre-wrap;text-align: justify;line-height: 1.5;box-sizing: border-box !important;word-wrap: break-word !important;"><span style="max-width: 100%;line-height: 30px;color: rgb(84, 84, 84);box-sizing: border-box !important;word-wrap: break-word !important;">阶段 3：产品回访</span></p></li></ul></blockquote><p label="Converted by KNB Formatter from Jason Ng https://knb.im/mp" style="margin: 20px;max-width: 100%;min-height: 1em;white-space: pre-wrap;color: rgb(43, 43, 43);line-height: 1.5;box-sizing: border-box !important;word-wrap: break-word !important;"><span style="max-width: 100%;line-height: 28px;letter-spacing: 1px;font-size: 15px;font-family: PingfangSC-LIGHT, sans-serif;box-sizing: border-box !important;word-wrap: break-word !important;">值得一提是，由于做产品是一个不断迭代的过程，所以这三件事情会不断重复在整个产品的生命周期。对于每个阶段，我们希望达到的目标和注意的点都有所不同。</span></p><p label="Converted by KNB Formatter from Jason Ng https://knb.im/mp" style="margin: 20px;max-width: 100%;min-height: 1em;white-space: pre-wrap;color: rgb(43, 43, 43);line-height: 1.5;box-sizing: border-box !important;word-wrap: break-word !important;"><span style="max-width: 100%;line-height: 28px;letter-spacing: 1px;font-size: 15px;font-family: PingfangSC-LIGHT, sans-serif;box-sizing: border-box !important;word-wrap: break-word !important;">在阶段 1 ，我们的目标是了解用户在业务经营中的真实需求，因此我们需要尽可能让用户多说话，<span style="background-image: linear-gradient(to right, rgb(73, 200, 149), rgb(38, 198, 218));color: white;border-width: 0.25em 0px;padding: 2px 4px;">避免抛出产品假设引导用户</span>。我们需要保持<span style="background-image: linear-gradient(to right, rgb(73, 200, 149), rgb(38, 198, 218));color: white;border-width: 0.25em 0px;padding: 2px 4px;">空杯</span>心态，跟着用户言语进入用户的日常经营中，感受问题。</span></p><p label="Converted by KNB Formatter from Jason Ng https://knb.im/mp" style="margin: 20px;max-width: 100%;min-height: 1em;white-space: pre-wrap;color: rgb(43, 43, 43);line-height: 1.5;box-sizing: border-box !important;word-wrap: break-word !important;"><span style="max-width: 100%;line-height: 28px;letter-spacing: 1px;font-size: 15px;font-family: PingfangSC-LIGHT, sans-serif;box-sizing: border-box !important;word-wrap: break-word !important;">在阶段 2，我们的目标是针对用户反馈的问题，设计产品假设。一方面，我们需要充分调研行业竞品，了解友商是如何解决用户痛点。另一方面，我们需要保持<em>开放</em>心态，保持对任何可能解决问题方案的敏感性。</span></p><p label="Converted by KNB Formatter from Jason Ng https://knb.im/mp" style="margin: 20px;max-width: 100%;min-height: 1em;white-space: pre-wrap;color: rgb(43, 43, 43);line-height: 1.5;box-sizing: border-box !important;word-wrap: break-word !important;"><span style="max-width: 100%;line-height: 28px;letter-spacing: 1px;font-size: 15px;font-family: PingfangSC-LIGHT, sans-serif;box-sizing: border-box !important;word-wrap: break-word !important;">在阶段 3，我们的目标是了解用户对具体产品的真实反馈。对于用户传递的需求，我们需要辨证地思考。如果属于 bug 或者体验类，我们可以敏捷迭代；但对于涉及功能模块的新增或者调整，都需要回到用户的具体场景中了解用户故事。</span></p><p label="Converted by KNB Formatter from Jason Ng https://knb.im/mp" style="margin: 20px;max-width: 100%;min-height: 1em;white-space: pre-wrap;color: rgb(43, 43, 43);line-height: 1.5;box-sizing: border-box !important;word-wrap: break-word !important;"><span style="max-width: 100%;line-height: 28px;letter-spacing: 1px;font-size: 15px;font-family: PingfangSC-LIGHT, sans-serif;box-sizing: border-box !important;word-wrap: break-word !important;">—</span></p><p label="Converted by KNB Formatter from Jason Ng https://knb.im/mp" style="margin: 20px;max-width: 100%;min-height: 1em;white-space: pre-wrap;color: rgb(43, 43, 43);line-height: 1.5;box-sizing: border-box !important;word-wrap: break-word !important;"><span style="font-family: PingfangSC-LIGHT, sans-serif;font-size: 15px;letter-spacing: 1px;">上周五，我们跑完节前最后一个用户调研。</span><span style="font-family: PingfangSC-LIGHT, sans-serif;font-size: 15px;letter-spacing: 1px;">出来的时候，我在 flomo 记录了一句：</span><span style="font-family: PingfangSC-LIGHT, sans-serif;font-size: 15px;letter-spacing: 1px;background-image: linear-gradient(to right, rgb(73, 200, 149), rgb(38, 198, 218));color: white;border-width: 0.25em 0px;padding: 2px 4px;">作为产品经理，我们的需求来自用户，关于产品的答案也来自用户；我们的压力来自用户，而欢喜也来自用户。</span></p><p label="Converted by KNB Formatter from Jason Ng https://knb.im/mp" style="margin: 20px;max-width: 100%;min-height: 1em;white-space: pre-wrap;color: rgb(43, 43, 43);line-height: 1.5;box-sizing: border-box !important;word-wrap: break-word !important;"><span style="font-family: PingfangSC-LIGHT, sans-serif;font-size: 15px;letter-spacing: 1px;"></span><span style="font-family: PingfangSC-LIGHT, sans-serif;font-size: 15px;letter-spacing: 1px;">以上。</span></p><section class=""><mpprofile class="js_uneditable" data-pluginname="mpprofile" data-id="MzIzMjY5MTQ0OQ==" data-headimg="http://mmbiz.qpic.cn/mmbiz_png/VV2I07QOr4iceHbxXAQP1KWvyqh1gM4zYIY4fvw6XwyHTtTjvQRyDvpSb00oytGia4ickyEk1MrRh1b4vadTtD5aQ/0?wx_fmt=png" data-nickname="郑阿甘" data-alias="angannnn" data-signature="郑阿甘记录分享的地方"> <div class="appmsg_card_context wx_profile_card js_wx_profile_card" data-id="MzIzMjY5MTQ0OQ==" data-isban="0" data-index="0"> <div class="wx_profile_card_bd"> <div class="wx_profile weui-flex"> <div class="wx_profile_hd"> <img class="wx_profile_avatar" src="https://upload-images.jianshu.io/upload_images/1161288-7de2d4f1f7b3b55e.png" alt="郑阿甘"> </div> <div class="wx_profile_bd weui-flex weui-flex__item"> <div class="weui-flex__item"> <strong class="wx_profile_nickname"> 郑阿甘 </strong> <div class="wx_profile_desc">郑阿甘记录分享的地方</div> 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