The Methods And Application Of User Research Based On Social Network Analysis

As the internet industry rapid development in recent years, a variety of internet products have sprung up, people's demand developed for the multi-dimensional and deep-level. User experience as a top priority of product design, more and more companies focused on user-oriented, so the user research to ensure product success as a major weapon. Internet products can be divided into consumer products and commercial products. At present, domestic related theories and methods of user research focused on consumer products. Late start of commercial products, and in the development and design process is often too much emphasis on technology and interests, while ignoring the user experience, lack of the theories and methods of user research for commercial products, this is a vacancy in user research field currently. In this paper, based on user research, through the analysis of the current strengths and weaknesses in the theoretical methods of user research, combined with the characteristics of internet commercial products, made the social network analysis theory and methods related to the introduction of user research, to establish an effective new method of user research, and also focused on the internet commercial products, so as to enhance the user experience of products. Social network analysis from the social nature of human behavior starting to understand the perspective of a network of interactions between people, emphasizing the social relations of the structure determines the content of social relations.In this paper, the user research methods based on social network analysis focused on user research of current internet commercial products to solve two main problems: First, how to collected effective data, especially for relational data; the second is how to use social network indicators and quantitative methods for data analysis, and get valuable results. For these two problems, proposed a set of user research methods based on social network analysis. First, to standardize the preparation before the research, emphasizing the importance of research purpose and object; Secondly, the main by depth interview, supplemented by affinity diagram to collect the required information, and use of social network analysis of matrix and sociogram, to storage and graphical display; then discussed in detail how to use social network analysis indicators of the data collected, to effectively guide the user experience design of product.Finally, to validate the feasibility of proposed research methods, in the fifth chapter, in the case of Baidu text advertise delivery system, will use the methods of user research based on social network analysis into the actual research project, this paper will be detailed introduction of part of the research.