Why Research Non-Users of Your Product
3 eye-opening reasons.
When it comes to product research, PMs tend to focus on learning more about their users and customers by optimizing the user experience, offering new functionality, testing it, and drawing conclusions.
But what if I told you that this approach has one big mistake?
?Example
You work in a highly competitive market. Your product has a 5% share of all buyers in this market. Last year you did something incredible. You increased your user base by 100%!
You are very proud of yourself (as you should be, btw). Previously your market share was 2.5%.
But let's look at it from the other angle. You reduced the number of buyers who don't use your product from 97.5% to 95%. Not so impressive anymore, is it?
Right about now you may already be pondering the potential of researching your non-users, but let's look at the graphic first:
Upon seeing this, many would ask themselves: Why do so many people NOT use our product? What needs to be done to change this?
By optimizing the experience of current users, you may never find out why other buyers do not choose you.
?? By studying your non-users, you:
Tap into a huge growth potential
Finding the right approach to as little as 5% of non-users could lead to your growth doubling. Sounds tempting?
Discover new ideas in the market
Your non-user may answer that he chose to buy a competitor's product because it has... an anime design theme. Who would have thought that was important? Your competitor did. Well, now so can (and should) you.
Learn about unresolved problems in the market
Yes, your users may tell you about this. Or they may not. After all, the two audiences (users and non-users) differ in at least one characteristic, the fact of purchasing your product. It is very likely that they differ in other characteristics too. If you are a researcher, you are already itching to test this out. Chances are that this will lead you to new insights and allow you to capture a larger market share.
This is no secret knowledge but many, many PMs neglect this approach (for example me at the start of my career). Why? Because it’s harder!
Your users are always at hand. Talking to them is very easy and cheap. For example, when they call with complaints! ??
Finding non-users can be difficult and expensive. But to achieve extraordinary results, you need to do what others don’t. That said, reaching out to non-users can be much more pain-free and affordable if you use tools like Fastuna.
It was designed to democratise research and get the answers you need from the audience you need, in 24 hours or less.
We created a suite of solutions that cover the full cycle of product development. Check it out right here on Linkedin.
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Product Marketer & Lover of Words
2 个月Linkedin is suggesting I comment "valid point" and I agree. I'd even go so far as to say valid pointS, plural! ??