How to determine the demand for goods in the city. We analyze the demand for products

Greetings, dear reader. In this article, we will analyze the topic of what goods are sold on the Internet, what people are interested in at a given time, and learn how to make an express analysis of various goods and services.

What can we use this for, you may ask? Good question, let's look at all this with live examples.

A certain Artem, an aspiring entrepreneur who previously worked in a small company as a sales manager, wondered about his own business. Artem decided to sell the latest technology, starting his business by selling Google Glass glasses (smart glasses that recognize voice commands).

First of all, he signed an agreement with a supplier, purchased the first batch, launched a website and an advertising company. Artem was sure that such a cool novelty should definitely be popular and bring good money from sales.

As some have already guessed, Artem forgot to analyze the market. Demand for these glasses began to dry up, at least in Russia. Most have already bought these glasses immediately after the release + due to the sharp growth of the dollar at the moment (02/23/15), the glasses began to cost more than 100 thousand rubles, which further reduced the likelihood of their purchase.

What tool can be used to learn how to analyze demand?

How to find out the current demand for a product or service

The Yandex Keyword Statistics service will help us with this, we will focus on this service, because. The Yandex search engine in 2014 occupied and approximately the same occupies now in 2015 - 58.4% of all search queries on the Russian Internet, which means it contains maximum information.

Let's take the same example with Artem and the new Google Glasses.

To determine the current demand for glasses, we fill in the phrase "google glass" (without quotes) in the service search box.

8910 impressions per month were recorded by Yandex on request containing the words google glass , in the screenshot you can see the most frequently scored phrases. The data is for the previous month.

Please pay attention to such an indicator as DISPLAYS. Many people mistakenly believe that impressions are the number of people, but this is not true.

P okazas are not the number of people, since 1 person can score both 2 and 3, and more times google glass + [additional word], as a result, the search engine sums up all impressions.

Here is an example for easier understanding:

Artem, when looking for a supplier of his goods, scored the following phrases:

• Google Glass;
• Google glass price;
• google glass buy in russia.

As a result, 3 positions will be displayed in Wordstat:

1. Google glass - 3 impressions;

2. google glass price - 1 impression;

3. google glass buy in Russia -1 display.

The essence, I think, is clear, if it is not clear, ask in the comments.

Earlier I said that in 2014, 58.4% of users used Yandex, respectively, in order to calculate a more accurate number of impressions in all search engines, the number of 8910 impressions / 58.4% * 100% = approximately 15257 impressions were registered in all search engines.

This calculation is very rough, but allows you to assess the demand for goods at the current moment as soon as possible.

For a more accurate calculation, you can use keyword statistics from other major search engines.

As a result, we can conclude that this product is of interest. For more accurate conclusions, you should pay attention to commercial words, such as: buy, price, cost and so on.

To consolidate the material, indicate in the comments which topics you have checked.

How to find out what people buy online in winter, summer or holidays.

Still, the Yandex Keyword Statistics Service can help us in this matter.

To analyze seasonal goods, I propose to consider the situation using the example of a tire store.

In order to see when people are looking for tires, just enter the query “buy tires” into the search bar and switch the checkbox to the “History of requests” tab (see screenshot, indicated by an arrow).

Looking at the chart above, we can conclude that people are actively looking for tires at certain times. March-April (summer tires = when the snow melts) and October-November (winter tires = when the snow starts to fall).

By analogy, you can analyze requests and understand what they buy in the winter, what they buy in the summer, as well as what goods they buy for the new year, with the exception of the Christmas tree and New Year's toys.

We use this method to determine seasonality.

How to identify future demand and analyze demand for the previous period

For the analysis in this matter, 2 tools will help us:

With Yandex. We are already familiar with Wordstat, I will show with an example how best to conduct an analysis.

Suppose we want to know the demand for the service "breast augmentation" and take the second query "breast plastic surgery" for a better understanding of the situation. We drive both phrases in turn into the Wordstat search bar, put a check box on the "History of requests", as a result, we look at the statistics for the previous 2 years.

We see that the demand for the service of "breast plastic surgery" is falling. My guess is that artificial breasts are no longer in vogue. Let's check the breast augmentation request for a more accurate confirmation of our guess.

The same thing, demand is falling, although the graph shows that there is a certain seasonality at the end of the year, due to the New Year holidays. Apparently someone wants to give himself a gift. =)

We turn to the Google Trends service, the interface is not difficult, we fill in the query “breast augmentation”, select the comparison by Countries and regions - I select Russia.

As a result, we get a graph with the results for the previous few years. The graph clearly shows a gradual decrease in interest in this service. One can make a superficial conclusion that this direction is not very interesting in the future.

But for example, the request "fitness", on the contrary, is only becoming more popular every year.

The graph clearly shows how its popularity is growing. Also in Google Trend, there is a “Forecast” checkbox, when activated, Google completes the chart for a year in advance, this happens based on previous data if there is enough of them for analysis.

A question for backfilling, do you think the demand for the “plastic windows” service is growing based on the data in the chart below? Justify your answer.

Write your answers and arguments in the comments, after 10 answers, I will give my comment.

To help you, additional information and a hint for you - pay attention to the growth of the Internet audience over previous years and correlate the data with the history of requests.

What do people buy in an online store in my region?

In order to find out, we need to open our favorite Wordstat service.

We can view this information in 2 ways:

1. by enabling the checkbox - "by region"

2. specifying the search region

Consider both options using the example of our hero Artem. Artem realized that selling glasses from Google is most likely not profitable, because. the market is very limited by high price and low demand. So he decided to get into smartwatches.

Let's analyze this request.

Method 1

Step 1 - Turn on 1 check box "By regions";

Step 2-Select the "Cities" tab.

Now we see that the greatest demand for this product is in Moscow, followed by St. Petersburg, Yekaterinburg, etc.

Method 2

Step 1 - Click on the choice of region, the default is Russia;

Step 2 - Select the desired region, in my case it is Moscow and the region;

Step 3 - Click the Select button.

As a result, we see all the statistics on the number of requests and on key phrases. We can also see statistics on the history of queries, etc.

Outcome:

In the course of reading this article and completing the assignments, we know and can answer the following questions:

1. What they are looking for on the Internet. How, based on this, with the help of commercial words you can understand what people want to buy.

2. What phrases people use to search for our services.

3. How to find out the seasonality of the goods.

4. We know how to identify future demand for goods and how to analyze the future period.

5. How to find out the exact situation for each region.

Bonus for pinning

Based on statistics, write what brand of car people are most interested in at the moment in Russia, give an answer in the comments:

1. Lada (Vaz);

2. Toyota;

3. Nissan;

6. Mercedes.

In which region is this brand most often searched?

Analyze the future demand for Lada (VAZ) for the coming year.

Any business needs to analyze the demand for a product. In the process of analysis, it is possible to identify products that are in the highest demand among buyers. In addition, you can track the dynamics of user interests.

When analyzing the demand for goods and services, there are certain difficulties. It is important to see not only fluctuations in demand, but also the development trend under the influence of various factors.

Analysis of demand for goods and services on the Internet

Internet demand analysis can be done using just 2 free online services: Yandex.Wordstat and Google Trends. Wordstat will help to determine the quantitative indicators of demand, and Google Trends, to identify product trends and trends.

How to find out the demand for a product in Yandex.Wordstat

The first thing to start with is the service. Wordstat allows you to assess how high the demand for a product or service is, in which cities the product is in demand, and for what period of time there is a peak in requests.

Request Popularity

Go to the service page and enter the name of your product.

As we can see, the number of queries for the keyword [ iPhone] Just huge. 8 776 377 impressions per month! This suggests that the demand for the product is high, as well as competition.

But if you are going to sell [ overalls for cats], demand is already much lower. Total 684 impressions per month.

Accordingly, if a request related to our product is popular, then SEO, search contextual advertising and other tools can be used for promotion. In the event that demand is low, it is better to use social networks and media advertising.

Demand for goods in regions

Now let's turn to demand by region. Enter the query [ felt boots] and select first “By regions”, and then “Map”.

The darker the color of the region, the more demand for a product or service in this region. As you can see in the picture above, [ felt boots] are popular in Siberia and the Far East.

If you want to know the demand for a product or service in a particular region or city, then proceed as follows. Enter a query, for example [ children's room] and click "All regions" on the right under the input line. Select your region or city from the drop-down list.

In the same way, it is possible to compare the demand for goods by individual cities.

For many business areas, also the nature of the seasonality of demand. To find out how demand changes depending on the time of year, after entering a request, switch to the Request History tab. As you can see, the highest level of demand for [ construction of houses], falls on December.

To analyze periods of falling and rising demand for a particular city, we first switch to the desired city, and then go into the query history.

Demand analysis in Google Trends

Useful This service is primarily the fact that you can use it to find out what people are looking for right now! For example, by the time the 7th episode of Star Wars was released at the end of 2015, the demand for lightsabers had increased dramatically, which means that those who sold them or quickly started selling them were well enriched.

Also, in Google Trends, you can evaluate the trends of growth and decline in demand for certain products. Compare the demand for different types of services.

Thanks to Yandex Wordstat and Google Trends data, you can analyze demand on the Internet without investing in marketing research.

What to do next

Once you have demand data, you can start running ads to test your chosen niche. If you see that there are more than 2-3 thousand requests per month, according to Wordstat, then you can make a test run of contextual advertising in Yandex and Google. At the same time, if you work for the whole of Russia, Not recommended include regions such as Moscow and St. Petersburg in the test advertising campaign due to the high cost per click in these regions. Otherwise, you will spend the budget, and you will not receive feedback.

Moreover, a test launch can be carried out even without a product in stock, simply by collecting pre-orders and assessing the solvency of the audience.

When, in search engines, there is not enough demand for a product or service that you want to sell, this is not a reason to abandon your idea. And in this case, you can test the demand through social networks, VKontakte or Instagram. After all, the product or service you offer may not even occur to an ordinary person, but at the same time turn out to be very desirable for him.

You should also understand that a niche test is not an indicator for all business areas and for business in general, so you can test your offer, as well as get feedback and make a decision, make adjustments and continue, or take a different direction.

Conclusion

All of the actions we have listed are designed to help you analyze and collect data on demand on the Internet. Based on these data, conclusions can be drawn about the prospects for opening a particular direction in business.

Have you done research in your area yet? Write the answer in the comments.

Hi all! Today there will be a short but necessary article, and especially for those who do not know this. We will talk about how to determine the demand for goods or services on the Internet. Why am I writing it? So that you know how to assess the demand before you even start selling anything on the Internet. So, let's begin.

Probably everyone remembers that I often casually spoke about such a service from Yandex as wordstat? So, with the help of it, you can determine the demand, find out the number of requests on the Internet for your goods or services in the city you need or throughout the country. Below I will simply tell you what this service is and how to use it.

What is the service?

This is the statistics of queries in the Yandex search engine. The search engine collects monthly statistics for each entered word or phrase in the search results and shows it to you. But you can look at statistics not only for a month, but also for a longer period of time in order to assess the seasonality of your product, whether it exists and how it manifests itself.

You can enter the product you need in Wordstat and see how many times a month it is requested in the Yandex search engine according to the localization parameters you have chosen. Below we will analyze everything in detail using the example of bags (just for an example).

How to use?

1. Go to Yandex Wordstat.

2. Choose your city or country (if you sell throughout the country).

3. Drive your request into the line. In my case, this is a “bag” and we will immediately add the word “buy”, we are going to sell.

3. We see the number of requests per month with the phrase "Buy a bag" = 68,194 times. Also below there are requests with explanatory phrases, such as "Buy a bag in Moscow", "Buy a leather bag", etc. If you click on one of these phrases, for example "Buy a bag + in Moscow", you will go to the list of requests where exactly "Buy a bag" and "Moscow" meet. Also with a leather bag, by going to this request, you will see only requests for leather bags.

5. To see the seasonality of demand, then click on "History of requests" right below the search bar and you will see a chart with baht.

What can be the conclusion?

According to our request, it is clear that 68,000 people a month want to “buy a bag”, which means that the product is more than in demand for the Internet. For small towns, even an indicator of less than 1000 will be normal depending on the niche. For example, in Omsk, we have about 1000 requests per month to “buy a bag” and sales are going on.

BUT! You just looked at Yandex. And there is also Google. Google does not have the same simple service for assessing demand and viewing the number of requests. It certainly is, but not so convenient (maybe I'll tell you later). Therefore, if you saw the number of requests in Yandex Wordstat, then you can safely multiply by 1.5 or 2 and now you will have almost complete coverage of the desired phrase.

Conclusion

In conclusion, I would like to add a little. You can evaluate through Wordstat not only the demand for goods and services on the Internet, but also in the real sector. After all, now almost any goods are searched on the Internet. For offline, this picture will not be entirely accurate, but in my opinion, the indicators can be considered minimal. Because if there are so many requests on the Internet, then offline there are many times more of them.

I also want to say that Wordstat can be used not only to determine the demand for goods or services, but also to properly promote your site, or rather, to collect keywords to promote them. But I will talk about this in one of the following articles, so subscribe to updates!

Sincerely, Schmidt Nikolai

The world's leading brands invest large sums in marketing research, the results of which largely influence the adoption of key management decisions. The cost of such studies starts from 60,000 rubles and more - cosmic amounts, especially for small businesses. However, knowing how to analyze the market, you will be able to extract key information yourself.

Kinds

First of all, you need to clearly define goals. The subject of research depends on what kind of information you want to receive. The main structural components of the market analyzed by the entrepreneur are:

• state of the market (capacity, conjuncture, trends, reaction to new products);
• share of different companies in the market, their opportunities and prospects;
• target segments, their behavior and requirements for the product, the level of demand;
• the price level and rate of return in the industry;
• free niches in which you can do business;
• competitors, their strengths and weaknesses.

Speaking about how to properly analyze the market, it is worth emphasizing that a specific, understandable goal allows you to reduce costs, not waste time processing useless information and immediately choose the most effective research methods.

General market analysis plan

Comprehensive marketing research is usually carried out at the stage of starting or expanding a business. Its goal is to collect as detailed and comprehensive information about a particular niche as possible. How to analyze the market?

Stage 1: Gathering basic information

The "starting point" in conducting a comprehensive analysis is Market Research (actually, studying the market and its prospects). Ideally, it is necessary to analyze the information for the last 3-5 years.

The key indicator here is market capacity. In simple terms, this is the amount of goods that consumers can buy in a certain period of time - a month or a year. For calculations, the formula is used:

V=A×N

where: V is the size of the market, A is the size of the target audience (thousand people), N is the rate of product consumption for the period.

Based on this indicator, it is calculated what maximum level of sales a company can achieve in a given region.

The next criterion to pay attention to is the level of demand. It is important to take into account the dynamics of the market, whether it is developing or, on the contrary, declining. In the first case, it is necessary to determine its potential and the boundaries of growth, and at the stage of stagnation, to understand how long this will continue.

In addition, they study the factors affecting the market, the share of key competitors in the total sales volume, and the ways of selling products.

Based on the data obtained, it is necessary to identify the main trends and directions of development, as well as analyze the market prospects - what consumers are choosing now and how their preferences may change in the foreseeable future.

Tip: Up-to-date statistics and research results of individual markets at the international and national levels can be found in trade journals and economic reports.

Stage 2: Identification of target segments

So, we know the volume of the analyzed market as a whole. Now it is necessary to determine which groups of consumers bring the company the main profit, what unites them. Different criteria are used to segment the audience - gender, age, profession, income level, social status, interests, etc. Depending on the priorities, the significance of individual factors may differ.

To decide which segments to focus on in the first place, they additionally analyze:

• volume of each segment (number of potential customers);
• geographical location;
• availability of various consumer groups;
• Estimated costs of time and finances to start the activity.

A competent choice of target audience in the future will save the entrepreneur from unnecessary costs and will allow directing resources to attract the most "profitable" buyers.

Stage 2: Study of external factors

Any market is constantly exposed to outside influences. Modern marketers identify 6 types of external factors that affect organizations:

• political (state policy in the areas of transport, employment, education, etc., taxes);
• economic (inflation rate, loan interest rate);
• social (population, worldview, level of education);
• technological;
• legal (laws regulating the creation and operation of enterprises);
• ecological.

Some trends appear slowly, they are easy to predict - for example, back in the 70s, environmental protection problems began to be discussed in society, and now eco-friendly business has become a global trend. At the same time, the economic situation can change at any moment, and it is simply impossible to say with certainty what will happen in 3-5-10 years.

Stage 4: Analysis of competitors

Speaking about how to learn how to analyze the market, special attention should be paid to the study of enterprises that are already operating in this industry. First of all, you need to learn as much as possible about the companies themselves and their capabilities:

• technologies that are used in the production of goods and services;
• availability of patents and unique technological advantages;
• staff qualification level;
• access to limited, scarce resources;
• opportunity for additional investment.

The next step is to study the products and services of competitors. It is necessary to evaluate "through the eyes of the consumer", taking into account both rational and emotional factors.

It remains to systematize the data and objectively compare the main market players. For convenience, we suggest using a simple template.

By filling out the table, you will get a basic understanding of the main market players and their activities, as well as be able to compare their performance with your own.

Stage 5: Price Analysis

To see the full picture, it is necessary to break down all market players into price segments - economy, premium, etc. It is also important to understand the price structure (cost, promotion and advertising costs, margin) and approximately calculate the profit from each sale.

Any price set by the seller will somehow affect the level of demand for the product.

The demand curve shows how many goods will be sold on the market during a specific period of time at different prices. In a normal situation, demand and price are inversely proportional, that is, the higher the price, the lower the demand; the lower the price, the higher the demand. So, by raising the price, the company will sell a smaller quantity of goods. Consumers on a tight budget, faced with a choice of alternative products, will buy less of those that are too expensive for them.

Foreign firms are constantly measuring changes in demand depending on price changes, this indicator is the main one in the ongoing pricing policy. Differences in approaches to measurements are dictated by the type of market. Under conditions of pure monopoly, the demand curve indicates that the demand for a product is justified by the price that the company asks for it. However, with the advent of one or more competitors, the demand curve will change depending on the competitors' prices.

The sensitivity of demand to price changes is characterized by the elasticity index. Elasticity measures the percentage change in one variable as a result of a 1% change in another variable.

If, under the influence of a small change in price, demand almost does not change, then it is inelastic. If at the same time demand undergoes significant changes, then it is considered that it is elastic.

General demand for many manufactured goods is characterized by low price elasticity. What determines price elasticity of demand? Demand is likely to be less elastic under the following circumstances: 1) there is little or no substitute for the product, or there are no competitors; 2) buyers do not immediately notice the price increase; 3) buyers are slowly changing their shopping habits; 4) buyers believe that the increased price is justified by the improvement in the quality of the product, the natural increase in inflation, etc. If demand can be defined as elastic, sellers should think about lowering the price. A lower price will bring more total revenue. And this approach makes sense as long as there is no disproportionate increase in the costs of production and marketing of goods.

In the practice of foreign firms, a numerical (calculated) assessment of the elasticity of demand (supply) depending on price changes is widely used.

If we designated the quantity of demand (supply) as q, and the price of the goods - P, then the indicator (coefficient) of demand (supply) depending on the change in price, or the price elasticity of demand (supply), Ep will be equal to:

where Aq and Ap - change in demand (supply) and prices. %.

Example 1. The price of a product increased by 10%, the demand for it decreased by 3%. The elasticity of demand for a good with a change in price is:

Ep = -3/10 = -0.3

Example 2. The price of a product increased by 10%, the supply (production) of the product increased by 1%. The elasticity of the supply of a product with a change in price is:

Ep > 1 - demand is elastic;

Ep = 1 - demand with unit elasticity.

Positive values ​​of elasticity reflect equally directed changes in interrelated quantities: both increase and both decrease; negative - different directions of changes: one value increases, the other decreases, or vice versa, one decreases, the other increases.

Price elasticity of demand is usually negative, while supply elasticity is usually positive.

Indicators of the elasticity of demand (supply) are widely used by foreign enterprises when setting prices for goods.

First of all, knowing the elasticity of demand for a product put on the market, the entrepreneur has the opportunity to determine in advance the reaction of buyers to a change in price.

In addition, the elasticity indicator serves as a measure in assessing trends in the total costs of the enterprise, depending on the nature of the demand for the product.

Knowing the price elasticity of demand, one can quite simply calculate a number of indicators necessary for entrepreneurial activity, in particular, a possible price change.

It is quite obvious that with an increase in the volume of sales of a product (for example, an entrepreneur has expanded its market share or intends to expand it), using the elasticity coefficient for the product being sold, a possible price change can be calculated.

The elasticity indicator is widely used for price forecasting. At the same time, it should be noted that the demand for individual groups of goods reacts differently (with different elasticity) to price changes. For many goods, the demand for them is usually the more elastic the longer the time period for making a decision. For some goods, demand may be more elastic in the short run.

Studies of demand for gasoline and automobiles conducted in the United States showed that for these two factors, the elasticity coefficients depending on the duration of the period of change in prices and incomes are opposite: for gasoline in the long run, the elasticity of demand in absolute terms is greater than in the short run, and for cars - vice versa.

Thus, the study of demand is a very important and necessary part of the pricing methodology. At foreign enterprises, this issue is given exceptional importance, since supply and demand are the two main levers of a market economy.

In support of the importance of elasticity of demand, the following example from business practice.