Editor's Guide: To introduce a product to the market, if you want to know the effect, you must first understand the market situation. Market insight is a very necessary means. Insight is not a kind of thinking, it is a structural method. As long as the overall framework is mastered and the division of labor assists, market insight will not be so difficult. The author of this article has analyzed this and shared it with you. The reason why the problem is difficult to solve is because no suitable structure has been found. Every year, I listen to a lot of courses of various sizes in the business school, but the results are always unsatisfactory. Sometimes I still think deeply, is the instructor’s lecture is too complicated, or my own understanding is too poor?
It has to be said that the market insight class is "done" by traditional teachers in the classroom, because it usually starts with "case disassembly + methodology + tools" ; then it will explain how the results of market insight are displayed. But you must know that in the actual combat process, it is carried out in reverse. The reason why you listen job title email list to the class is to leave with problems, and then find a way to collect data, which has achieved the goal. But many tutors are used to doing "macro" first, which instantly makes the brain more entropy and disordered. What should I do? First of all, why do we need insight? Precisely speaking, we need to promote the follow-up customer segmentation, target customer selection, positioning and brand marketing mix on a " grounded basis " .
Therefore, insight can be a good game for small companies, it is nothing but a problem of accuracy. However, it is different after a certain period of development. For the B+ round companies, Insight acts as a "first scout" , which is used to arrange troops; but it is often too academic, not deep enough, and lack of decision-making. Strong support, what to do? Zhiyuan believes that insight is not a kind of thinking, it is a structural method. As long as the overall framework is mastered and the division of labor assists, the difficulty will be relatively reduced. 01 Mistake analysis for insight Everyone has done insight, just in different sizes. For example: when we were young, we went to the market with our parents to buy vegetables. The adults usually walked around the market quickly to find out what the so-called stalls are selling today, and what is the price of each stall? Then start to choose different stalls for bargaining.