Изучение потребителей при создании новых цифровых продуктов

Abstract

The article is devoted to the issues of researching potential consumers and applying the segmentation method based on the “work to be done by the product”. This method proposes to focus not on portraits of potential consumers, but on the problems they want to eliminate and how they do it. The method is based on the assumption that to satisfy a need and solve a problem, a consumer must buy or “hire” a particular product that can do the necessary work. The work can be done by different products, and it is also important to consider the context in which the problem is immersed. The method allows us to understand the needs and motivations of consumers. With its help, the target audience can be structured more precisely and target segments can be selected. This, in turn, leads to the creation of more appropriate products for potential consumers from different segments.