Focus on the problem
Posted: Tue Jan 28, 2025 5:59 am
Applicable type of thinking: convergent (qualitative).
Time required: from 40 minutes to analyze the collected data at the empathy stage, from 1 minute to choose a problem.
Required tools: notebook, pen, data collected during the empathy stage.
Additional tools: board, laptop, tablet.
If you worked productively at slovenia email list the first stage, then now your notebook contains the most valuable information - the desires, problems and pains of the target audience. Having interviewed 10-15 people, you will be able to identify the problem that unites them all. And if the number of respondents approaches 30, then you will be able to divide all clients into main segments. There may be 2-3 of them. No need to be distracted by everything, focus only on the main ones.
In each of the selected groups, we mark what their representatives like and what, on the contrary, they don’t like in the product. This is how we identify the main problems.
Next, we leave one segment with which we will continue to work. This could be the one whose representatives use the product more often than others, or the one where the problem can be solved most quickly or which will require the most effort and time - decide for yourself.
We systematize all the entries from the notebook into a table: serial number, full name, gender, age, marital status, field of activity, salary level, contacts, what is satisfactory and what is not satisfactory in the product.
Then we begin to identify similar indicators that will be the basis for inclusion in one segment. If we notice that the same problem was voiced by the majority of respondents, but they fell into different segment groups, then we look for what in their life scenarios may coincide.
The most urgent thing is to immediately begin to solve the problem that is most often repeated in surveys, and even more so if it is named by representatives of different segments.
Example
Focusing on the problem
At the intersection of two streets there is a confectionery shop "Khlebnitsa", the audience of which can be divided into the following segments:
young men and women aged 18 to 25 who want to spend time with friends in the evenings. What they like: a cozy atmosphere, pleasant musical accompaniment. What they don't like: no possibility to reserve a table, often there are no free seats;
employees from the neighboring office. What they like: the price-quality ratio of drinks and food, the ability to have a quick and filling lunch during a break. What they don't like: during lunch there are long queues of students from the nearby university;
University students. What they like: short queues, interior that makes for cool photos for social networks. What they don't like: high prices and slow service.
Of the segments considered, office workers come most often and bring the highest profit to the establishment. First of all, we solve the problem stated by them. But we should not forget that, perhaps, we did not cover some audiences at all, since they do not come to us for some reason. For example, due to the lack of chairs for babies, young parents with children cannot visit us. And we can change this.
Recommended articles on this topic:
Company Marketing Plan: Double the Company's Profits
KPI for the sales department: how to calculate and implement
How to get 3 times more clients for 2 times less
If you notice that one day two young mothers with their babies come to you, then ask them: "Please tell us about your attitude towards ... (state the essence of the problem). If this problem were eliminated, would you come to us more often?"
Time required: from 40 minutes to analyze the collected data at the empathy stage, from 1 minute to choose a problem.
Required tools: notebook, pen, data collected during the empathy stage.
Additional tools: board, laptop, tablet.
If you worked productively at slovenia email list the first stage, then now your notebook contains the most valuable information - the desires, problems and pains of the target audience. Having interviewed 10-15 people, you will be able to identify the problem that unites them all. And if the number of respondents approaches 30, then you will be able to divide all clients into main segments. There may be 2-3 of them. No need to be distracted by everything, focus only on the main ones.
In each of the selected groups, we mark what their representatives like and what, on the contrary, they don’t like in the product. This is how we identify the main problems.
Next, we leave one segment with which we will continue to work. This could be the one whose representatives use the product more often than others, or the one where the problem can be solved most quickly or which will require the most effort and time - decide for yourself.
We systematize all the entries from the notebook into a table: serial number, full name, gender, age, marital status, field of activity, salary level, contacts, what is satisfactory and what is not satisfactory in the product.
Then we begin to identify similar indicators that will be the basis for inclusion in one segment. If we notice that the same problem was voiced by the majority of respondents, but they fell into different segment groups, then we look for what in their life scenarios may coincide.
The most urgent thing is to immediately begin to solve the problem that is most often repeated in surveys, and even more so if it is named by representatives of different segments.
Example
Focusing on the problem
At the intersection of two streets there is a confectionery shop "Khlebnitsa", the audience of which can be divided into the following segments:
young men and women aged 18 to 25 who want to spend time with friends in the evenings. What they like: a cozy atmosphere, pleasant musical accompaniment. What they don't like: no possibility to reserve a table, often there are no free seats;
employees from the neighboring office. What they like: the price-quality ratio of drinks and food, the ability to have a quick and filling lunch during a break. What they don't like: during lunch there are long queues of students from the nearby university;
University students. What they like: short queues, interior that makes for cool photos for social networks. What they don't like: high prices and slow service.
Of the segments considered, office workers come most often and bring the highest profit to the establishment. First of all, we solve the problem stated by them. But we should not forget that, perhaps, we did not cover some audiences at all, since they do not come to us for some reason. For example, due to the lack of chairs for babies, young parents with children cannot visit us. And we can change this.
Recommended articles on this topic:
Company Marketing Plan: Double the Company's Profits
KPI for the sales department: how to calculate and implement
How to get 3 times more clients for 2 times less
If you notice that one day two young mothers with their babies come to you, then ask them: "Please tell us about your attitude towards ... (state the essence of the problem). If this problem were eliminated, would you come to us more often?"