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Small Data Method, Excavate Answers Hidden Behind Representation — “ Pain Point” Reading Notes Ⅱ

It’s a little bit difficult to analyze small data method of “Pain Point” thoroughly in such a short essay.

Just as in the Internet era and products surplus era, many enterprises continued to use the old economic research and marketing method, which has been out of date. This is also the times value of this book, which deserves careful study.

Detective, observing subtlety, making a painstaking investigation and remedying the defects that big data didn’t tell us are the working methods the book “Pain Point” shown to us.

The author takes a global perspective and carries out subtext research, and finds out the hidden demand that insiders have ignored. Each chapter addresses a specific solution to the product problem. For foreign trade practitioners, they can not only learn small data method, but also understand the personalities, thinking and life details of people in many countries.

Chinese enterprises have learned many theories and skills of western operation and management in recent years, but the dimensions and depth compared with the author showed in the book are superficial. That is why it is so urgent that our businessmen should return to study — only to shorten the gap.

Our company are doing business canvas these two days. Every colleague filled out the form, but their descriptions for “enterprise value” and “key task” are almost all “premium products, good suppliers, competitive price and excellent service”, which are not wrong, but are not deep and subtle enough. These descriptions can lead market twenty years ago, but in nowadays — the business is extremely developed and has excess capacity, they are out of date.

Let’s see the slogan of Xiaomi — Focus, extreme, public praise and fast. The connotations of these words, which were not popular twenty years ago, are entirely new. Many media articles are extremely rich and exquisite in explanation of this word “ extreme”. This layering and subtlety represents the depth of cognition.

One of the episodes in the gambling series is about a female stealing a card with her hair. Although the story is pure fiction, the truth is the same. Now commercial competition has entered the deep waters, and the rough-hewn methods and cognition a decade ago were obsolete. A more nuanced approach is more likely to be a success.

As the author of “Pain Point”, he used the method — small data, which is less used in China. Through close investigation and observation of dozens of samples, we can find the breakthrough that ordinary people hard to find and solve business problems.

Case one:
Range color from “freshest” to “least fresh”. For Indian mother-in-law, nature means the color of sauce. The brighter the color, the fresher the sauce. Dark purple, orange and yellow are the most fresh color for them. On the contrary, India’s daughter-in-law is increasingly influenced by western ideas and prefers green.

An Indian whole-wheat breakfast product is unmarketable, the author carefully observe the Indian mother-in-law and daughter-in-law, and through excavating small data methods to modify the color of the outer packaging to make the product sell well.

The author’s thinking of unmarketable products is not to think about the factors that ordinary people can think of, such as channels, advertisements, recipes, etc. Instead, observe carefully, discover the key element–color, and then through small change makes big harvest.

This kind of competition is the delicate competition of the perceptual ability of the nerve, and it is also the competition for cognitive promotion, or we can call it the competition of the hierarchy and density of the working method.

It is the ability that most businessmen lack of.

Case two:
In 2004, the average meal time for diners was 65 minutes.
In 2014, that number rose to an hour and 55 minutes.

In 2004, sampled with 45 persons.
3 people asked for a change of seat.
The appetizers and main courses will be served in six minutes.
2 people complained that the dish was cool and returned it back.
After the diners paid, they left in an average of five minutes.

In 2014, everything has changed.
18 people asked for a change of seat.
After 21 minutes, they were ready to order.
26 people spent 3 minutes in taking pictures for the food.
14 people took pictures of each other.
2 people complained that the dish was cool and returned it back.
After the diners paid, they left in an average of 20 minutes.
When they went out, 8 people bumped into guests or objects because of distraction.

After observing the customers and comparing the two sets of data, the restaurant designer knows how to make a reasonable design.

Observe, record, and think! Small data makes big harvest!

The Chinese team needs to introduce such method and thinking model to cultivate the ability of solving problems. Small data combined with big data allows us to be more insightful, perceptive and predictive for market and act faster.


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