Horned beast: definition, creation and example

Horned beast: definition, creation and example


When a company or a brand decides to launch an innovation for a product or service, it is essential for it to define the needs of its future customers. For this, the horned beast represents the perfect analysis tool to analyze the needs of its target and also to determine the direction to follow in its project.

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Example of a horned beast

horned beast diagram

What is the horned beast for?

The horned beast is used to find out if the design of a new product or service is viable in relation to user needs. Before launching any project or innovation within a company, it is important to study the needs and expectations of consumers as closely as possible. The horned beast is the ideal tool for detecting whether the needs are in line with the product or service to be created. By having perfect knowledge of the functional analysis of needs, the company thus saves time, but above all objectivity in its innovation.

It often happens that the initiating parties of the project embark on its design a little too quickly without really knowing what the real needs of the users are. It is therefore essential, before launching the creative process, to understand the needs and expectations of the target by working on them in a structured and organized way. The horned beast is then useful in this sense. It allows you to research and focus on the needs before finding a suitable solution.

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How to fill a horned beast?

Before embarking on the design of the new product or service, it is therefore essential to fill the horned beast. Here are the steps to follow.

Gather ideas

As a first step, it is essential for the team in charge of the project to determine what the main needs of the target are. There is no question at this stage of finding a solution, but just of defining what the target needs. Make a brainstorming is the first step, because it allows you to carry out an in-depth reflection on the needs of future users. This grouping of ideas must be done objectively by really putting yourself in the user’s shoes.

Answer the 3 main questions

Once the need(s) have been defined, the team must then answer 3 essential questions to set up the functional analysis:

  • Who is the product/service aimed at?

This is to describe the specific target of the product or service: job, age, hobbies, customers, prospects, etc. By answering this question, the goal is to have a complete identity of the user, to have all the information concerning him in order to understand his operation as well as his needs.

The answer must be able to indicate to whom the product serves and on what it acts directly. The team must now define the real impacts of the product or service to come. Again, it is essential to brainstorm in order to highlight all the possibilities. By detecting them, it will then be easier to determine the priorities of the product or service. This question can address topics such as customer satisfaction or productivity.

  • What is the purpose of the product/service?
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Finally, the last question the team should ask is what is the purpose of the product or service? What is its main interest? Is it for the prospect to make an act of purchase on the website? Is it to find information in relation to a specific search? This is to record the purpose of the product or service and whether or not it meets the needs of users.

Create the Horned Beast

Once the previous steps have been processed, all you have to do is fill the horned beast with the data collected. In the bubble on the left, the team can enter the answers to the question “Who is the product/service aimed at?” “. In the bubble on the right, enter the answers to the question “What does it work on?” » and finally in the central square just below the bubbles, indicate the answers to the question « What is the objective of the product/service? »

Between the 2 bubbles at the top and the central square at the bottom, there must be a bubble containing the product or service. A line must then connect the 2 bubbles at the top, pass through the central bubble and then join the central square at the bottom. The horned beast of the product or service is created.

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Check the horned beast

The diagram of the horned beast being made, do not forget to read it again. By the team itself, but also by other parties to see if the elements match each other. There can always be added or deleted information. It is during this verification that the need becomes apparent to the team. She can then realize if the product or service meets the expectations of future users.

Use the diagram

The horned beast then becomes the basic element in the design of the product or service. It is used by the team in the different stages of production and the latter can refer to it in the event of a problem. The goal is also for the team to be able to come back to this horned beast to remember the main objective of the product or service.

The horned beast is a real tool to help design new projects. It allows a team not to embark on an abstract innovation, to correctly define the needs of future users and above all to know if the product or service can meet them.

To go further, download this guide to marketing positioning and use it to define effective marketing positioning for your business, to maximize your presence in your market and in the minds of consumers.What is marketing positioning?

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