When we explore consumer needs

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Demands that can be segmented: For example, under the parent demand of skin care, it can be further segmented into hydration, whitening, repair, etc.
Demands that can be upgraded: For example, the battery capacity, screen-to-body ratio, and camera pixels of mobile phones have been continuously improved.
This part is easy to understand and not complicated, but there is a common misunderstanding: when analyzing consumer needs, we often only focus on what consumers want to get, but ignore the cost that consumers need to pay.

For example, when buying cola, most users can’t tell th facebook database difference between “Coca-Cola” and “Pepsi-Cola”, and they can’t perceive the brand positioning of “Pepsi-Cola is younger” or “Coca-Cola is more traditional and classic”. No matter which one they drink, they feel the same. Many times, when they want to drink cola, they buy whichever brand is sold in the nearby store, or whichever is on sale.

Putting aside various complex decision-making models, the most basic logic when users make choices is: cost-benefit ratio. The option that brings higher benefits and lower costs will be chosen.

, we should also explore from the two dimensions of [benefit] and [cost]:

How to increase the benefits of consumer decision-making (let consumers choose you, the benefits will be higher);
how to reduce the costs of consumer decision-making (let consumers choose you, the costs will be lower).