Situational analysis / pre-project development site
I continue a series of educational materials for agencies and web-studios. This time I’ll share my knowledge of the situational analysis of the market at the pre-design stage of development. The topic is boring, lazy, but in pictures it is extremely accessible and easy to understand.
First, without this stage, in principle, a successful project is IMPOSSIBLE. No, you can, of course, do everything by whim, the stars are there, the coffee grounds. But this method proves only what projects you are doing for yourself or for the benefit of the client, and not for his AUDIENCE. The difference, I hope you understand.
Secondly, the importance of this stage is underestimated by many. Often the reasons are extremely banal: too lazy to understand, lack of materials, no resources, no demand for the service, etc. But then it is a vicious circle: there is no such service → there is no class project → there is no class project → there are no cool clients → there are no cool clients → you can turn off the shop.
Thirdly, the information received from the client at the briefing stage (I already wrote about the brief) is considered only if the required information is FULLY provided. No information? Analysis is needed.
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Fourth, it is money. The cost of analysis can vary from 25,000 to 150,000 on average. You still have to dive into the client’s business while working on the project, so it’s better to do it for money.
Fifth, this approach makes you, in the eyes of others, more professional and increases the level of customer confidence.
Sixth, it helps to remove the "personal" factor of the host. Analysis provides insight into what your audience wants. The potion is not tasty, the potion is wholesome.
Anyway, solid benefits.
With the understanding of the necessary research methods, the time spent is estimated. It is desirable to mix the methods and it is far from necessary to carry them all out. Moreover, in some markets, field research is useless, data on the Internet is enough to do. At will the number of tools can be increased.
Put all sorts of research items in the map, so more clearly. In an amicable way, it is necessary to collect the maximum amount of information on each block from point to point. At the exit you will receive an extremely visual technical task. Pay special attention to the five levels of positioning and color differentiation. I will write about five levels a little later (but you can google it yourself), I already wrote about color here .
On a thorough analysis, on average, it takes from one to three working days (in difficult cases up to ten), if the analysis depends entirely on you. The marginality of the analysis, on average, 60%. That is profitable.
The analysis is conducted by the project manager, ideally his assistant or intern collects information, groups it, and the manager draws conclusions. Under the conclusions it is better to sign the client and make him an accomplice of the "crime".
Something like this.
It's simple. Successful developments!
First, the benefits:
First, without this stage, in principle, a successful project is IMPOSSIBLE. No, you can, of course, do everything by whim, the stars are there, the coffee grounds. But this method proves only what projects you are doing for yourself or for the benefit of the client, and not for his AUDIENCE. The difference, I hope you understand.
Secondly, the importance of this stage is underestimated by many. Often the reasons are extremely banal: too lazy to understand, lack of materials, no resources, no demand for the service, etc. But then it is a vicious circle: there is no such service → there is no class project → there is no class project → there are no cool clients → there are no cool clients → you can turn off the shop.
Thirdly, the information received from the client at the briefing stage (I already wrote about the brief) is considered only if the required information is FULLY provided. No information? Analysis is needed.
')
Fourth, it is money. The cost of analysis can vary from 25,000 to 150,000 on average. You still have to dive into the client’s business while working on the project, so it’s better to do it for money.
Fifth, this approach makes you, in the eyes of others, more professional and increases the level of customer confidence.
Sixth, it helps to remove the "personal" factor of the host. Analysis provides insight into what your audience wants. The potion is not tasty, the potion is wholesome.
Anyway, solid benefits.
How to do it all, what, where to look for:
With the understanding of the necessary research methods, the time spent is estimated. It is desirable to mix the methods and it is far from necessary to carry them all out. Moreover, in some markets, field research is useless, data on the Internet is enough to do. At will the number of tools can be increased.
Subject of research - the basis of the analysis:
Put all sorts of research items in the map, so more clearly. In an amicable way, it is necessary to collect the maximum amount of information on each block from point to point. At the exit you will receive an extremely visual technical task. Pay special attention to the five levels of positioning and color differentiation. I will write about five levels a little later (but you can google it yourself), I already wrote about color here .
On a thorough analysis, on average, it takes from one to three working days (in difficult cases up to ten), if the analysis depends entirely on you. The marginality of the analysis, on average, 60%. That is profitable.
The analysis is conducted by the project manager, ideally his assistant or intern collects information, groups it, and the manager draws conclusions. Under the conclusions it is better to sign the client and make him an accomplice of the "crime".
Something like this.
It's simple. Successful developments!
Source: https://habr.com/ru/post/226509/
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