基于用户自我表达的族群细分研究

目的结合李宁青少年品牌设计研究项目案例,阐述一种基于用户自我表达的族群细分方法与实践。方法研究者进入样本用户的生活场景,让用户使用素材进行自由拼贴,讲述自身的经历,展示自己物品等,获得大量用户对物品、对自身经历以及对自我本身的观点与信息。研究者定义了以"个人导向—社会卷入"、"理想驱动—任务驱动"为维度的用户分类模型,对用户信息进行分析。结果得出了二三线城市青少年中4大类别共10个用户细分类型。结论基于自我表达的研究方法,是一种将主动权交给用户,并从用户动机角度定义用户细分维度的有效的用户研究方法。

User Tribe Classification Method Based on User Self-Expression

From a case study of Lining brand design research, it presents a user tribe classification method and practice based on user self-expression. Researchers step into every user''s daily life and gather a large amount of user''s opinions and information of his personal belongings, life experiences and auto gnosis. It provides an analysis model with two dimensions of "Self-oriented/Social-involvement" and "Ideal-motivated/Task-based". It is concluded that young people in the second and third-tier cities could be classified into four major categories, a total of ten users segmentation types. The method based on user self-expression that gives the initiativeto user is extremely efficient in the user tribe classification research.