Source: China Statistical Network

Lao Ma's theory is almost worn out. Most product analysis reports use Lao Ma's hierarchy needs theory when analyzing user needs. This theory was proposed by American psychologist Abraham Maslow in Motivation and Personality, but most of us are familiar with Lao Ma's five hierarchy needs theory, That is, like a ladder, human needs can be divided into five levels from low to high, namely:

• Physiological demands (demands for food, water, air and housing are all physiological demands)

• Security needs (needs for personal safety, life stability and freedom from pain, threat or disease)

• Social needs (needs for friendship, love and affiliation)

• Respect needs (personal feelings of achievement or self-worth, including others' recognition and respect for themselves)

• Self actualization needs (exert one's potential and achieve certain goals)

In addition to Laoma's five level demand theory, Laoma also proposed a seven level demand theory in his later years, as shown in Figure 1. Compared with the theory of five levels of needs, Lao Ma added cognitive and aesthetic needs between respect needs and self realization needs.

The specific contents of the seven level demand theory are:

1. Physiological needs

2. Security requirements

3. Social needs

4. Respect needs

5. Cognitive needs

6. Aesthetic needs

7. self-realization

The need for cognition refers to the need for people to understand the changes of things, such as reading books to understand the unknown; Aesthetic needs refer to the psychological needs of appreciating beautiful things and hoping that things around them are orderly, structured, natural, and truth oriented, such as listening to music.

The author believes that, compared with the five level demand theory, the seven level demand theory is more helpful for us to accurately grasp the needs of users, and also closer to our perception of real needs.

Figure 1 Maslow Seven Demand Hierarchy Model

Lao Ma's hierarchy of needs theory helps product manager From a macro level, grasp the user's needs and the user's needs that the product's own functions may meet, and the embodiment of specific products:

• Physiological requirements: For example, shopping products, takeaway products, etc

• Security requirements: For example, financial products, Alipay, etc

• The need for belonging and love: For example, social products, WeChat, Momo, etc

• Respect needs: For example, ranking in the game, rewards and likes on WeChat, etc

• Cognitive needs: For example, various content payment products

• Aesthetic needs: For example, music products, video products, etc

• Self actualization needs: For example, writing products

Of course, sometimes a product can also meet various needs of users at the same time, such as the hot NetEase Cloud Music, which itself only meets the aesthetic needs of users, but NetEase Cloud Music allows users to find emotional resonance and sense of belonging while listening to songs through the song review function, Even users may gain a sense of respect because of the wonderful comments and others' praise.

Users' needs are multifaceted and multi-level, but resource and condition constraints determine that a single product cannot meet all users' needs. Therefore, we need to sort users' needs and concentrate resources to solve users' most urgent needs. So, how can we sort user needs more appropriately? Kano model can help us solve this problem well.

Kano model is a useful tool for classifying and prioritizing user needs invented by Noriaki Kano, a professor at Tokyo University of Technology. Based on the analysis of the impact of user needs on user satisfaction, Kano model reflects the non-linear relationship between user demand satisfaction and user satisfaction. See Figure 2. The ordinate represents user satisfaction, and the higher the user satisfaction, the more satisfied, The more downward, the more dissatisfied; The abscissa indicates the degree of existence of a demand. The more to the right, the higher the degree of existence. The more to the left, the lower the degree of existence.

According to the relationship between different needs and user satisfaction, user needs can be divided into five categories:

1. Basic requirements: The user requirements that the product function must meet. When the demand is not sufficient, users are very dissatisfied; When the demand is sufficient, it has little impact on user satisfaction, and users are satisfied at best. For example, the function of adding friends to social products; Music product listening function.

2. Desired demand: User satisfaction increases or decreases linearly with the satisfaction of such needs. The more satisfied this type of demand is, the higher the user satisfaction will be; otherwise, the lower the user satisfaction will be. For example, the more songs in music products, the better.

3. Exciting demand: It is a completely unexpected attribute or function. If this factor is provided, users will feel surprised and their satisfaction will increase significantly, but if this demand is not provided, user satisfaction will not decrease. For example, the shake of WeChat

4. No difference requirement: Whether such needs are met or not, user satisfaction will not be affected, and users do not care about this factor. For example, product introduction

5. Reverse demand: The user does not have this requirement, and the satisfaction will be counterproductive. For example, the product payment function.

Figure 2 Schematic diagram of Kano's two-dimensional attribute model

Kano model is not a quantitative tool to directly measure user satisfaction, but to distinguish different needs of users. According to the principle of Kano model, it can help us understand the needs of users at different levels to the greatest extent. It is an important entry point to identify user needs and design product functions. Through in-depth understanding of users and active control of products, we can comprehensively improve the product User experience 。

Before elaborating Censydiam's user motivation analysis model, this paper hopes to help people realize the importance of understanding user motivation by comparing two luxury brands developed from China, NE · TIGER and Up and Down. Shangxia is a contemporary Chinese noble life brand, funded by Hermes and founded in 2008, committed to restoring China's excellent traditional handicrafts.

The clothes sold by Shangxia brands for tens of thousands of yuan, and the furniture sold for hundreds of thousands of yuan, clearly positioned the high-end consumer groups such as economic elites. However, some materials used by the brand, such as bamboo and thin porcelain, did not touch the nerve of economic elites to pursue luxury and expect to enjoy others' admiration and awe. Agate, jade and red sandalwood are also commonly used materials, but the overall decorative language is too traditional and introverted, and does not conform to the consumption psychology of the economic elite.

So it has lost money for four consecutive years, and it is not surprising that it can only return to Europe to open stores. NE · TIGER is an opposite example. It is the symbol of China's top luxury brands. Originated from the design and production of furs, it rose rapidly, and pioneered the introduction of high-end customized "Chinese dress" - Chinese dress. This style of expensive materials and luxurious design is in line with the consumption motivation of economic elites.

Facing users with the same needs, both companies have designed products to meet user needs, but with different results. The fundamental reason lies in whether the product can induce the demand motivation of users. Users' needs are objective. According to Laoma's hierarchy demand theory, we can also understand the types of needs that users may have, but the key to determining whether a product can realize its value is whether the product can induce users to meet their needs.

Demand is the root of motivation, and motivation is the cause of behavior. It can be seen from this that whether users' motivation can be accurately grasped when designing products is directly related to the future performance of products. The Censydiam model can effectively find User behavior The deeper motivation behind attitude will help product developers better combine products with users' intrinsic motivation and develop product functions that can induce users' motivation.

Censydiam user motivation analysis model is proposed by Censydiam Research Institute of Synovate Market Research Company, which is mainly used to study the motivation behind user behavior, attitude or goal.

The basic logic of the model is: Users' needs exist at both the social and individual levels. In the face of different levels of needs, users will have different demand solutions. By studying the demand response strategies adopted by users, we can see the internal motivation of users. Its main contents can be summarized as "two dimensions", "four strategies" and "eight motivations", as shown in Figure 3.

"Two dimensions" means that users' needs exist at both the social and individual levels. At the social level, users often need to make a trade-off between seeking group belonging and maintaining self independence, that is, groups are the fundamental source of individual sense of belonging and security. At the same time, individuals need to fully display their personality and ability in social interaction, and gain self-esteem and sense of achievement compared with others, This dimension can help product managers understand how their products will help users shape their relationship with the surrounding society.

At the individual level, when a person has needs and desires, he can suppress his own desires or release them. Suppression is often caused by questioning or uncertainty about the necessity of demand or the ability to meet demand, while release comes from a confident and open mind. This dimension can help us predict the potential of user satisfaction with products.

The "four strategies" refer to the four satisfaction strategies that individuals may adopt when facing their own objective needs:

• Find happiness in the collective and follow the crowd harmoniously

• Go back to your inner world and restrain your desires

• Express successful self and get approval from others

• Release your inner desire, actively enjoy, and explore a broader world

Through the strategy of user satisfaction, we can see the four most basic behavioral motivations of users, namely pleasure/release, obedience/belonging, reason/control and ability/status, which are located at the four endpoints of the model. In addition to the four basic motivations, Censydiam Research Institute also analyzes and summarizes the behavioral motivations shown by people in the four quadrants, which are:

Vitality/exploration, Users in this quadrant are curious about the colorful world. They embrace all new things, yearn for new emotions, and challenge themselves. Freedom, passion, adventure, and speed are always synonymous with them;

Individuality/uniqueness, Users in this quadrant always behave very rationally, and they also want to be noticed by others. People's attention gives them a sense of superiority. However, compared with those who want to show their ability, they lack strength and control over others;

Comfort/safety, Users in this quadrant are always concerned with their inner world. They need to be relaxed and quiet, hope to be protected and cared for, and sometimes look for dependence from their childhood or past good times;

Integration/communication, Users in this quadrant always have an open mind and hope to share their happiness with others. They are often praised for being friendly and easy to get along with. Thus, the user's "eight motivations" are obtained.

Figure 3 Censydiam Consumption Motivation Analysis Model

1. Demand is the root of motivation, motivation is the cause of behavior, and behavior allows demand to be met.

2. It can be seen from Figure 4 that motivation can predict user behavior more than demand itself.

3. The key to the success of a product is whether it can induce users' demand motivation.

4. In the case of limited resources, the product manager should carefully select the needs of users to meet them.

Figure 4 Development process of user needs and motivations