Investigación de mercado no cliente

La investigación de mercado de no clientes descubre información sobre personas que aún no son sus clientes.

It is entirely new, but it will help your business grow. It helps find customers who are not interested in a business’s current product or service. These are the customers that drive businesses towards innovation. Non-customer market research can lead to the creation of something extraordinary.

Apple es uno de los usuarios más destacados de la investigación de mercados sin clientes. Cuando se le preguntó acerca de la investigación de mercado que se llevó a cabo para la creación del iPad, el fundador de Apple, Steve Jobs, respondió: "Es difícil para [los clientes] decir lo que quieren cuando nunca han visto nada remotamente parecido".

Some markets come into being with the sole purpose of disrupting existing, older ones. It can be tempting to do like Steve Jobs and move forward without doing market research. After all, is there anything to research if the product is brand new? When launching a company in a new market, though, it’s more important than ever to examine your market. Always research before you launch your business. Market research will help you to refine your expected customer segment.

La demografía no relacionada con el cliente impulsa la innovación y la transformación

Un no cliente tiene bastante conocimiento de sus necesidades o deseos. Sin embargo, es posible que dichos clientes no sean lo suficientemente imaginativos o innovadores para saber cómo satisfacer esos deseos y necesidades. Las empresas pueden utilizar la investigación de mercado sin clientes para resolver ese problema. Pueden aprovechar las diferentes técnicas para producir algo imaginativo y útil.

Understanding Non-Customers is important in Blue Ocean Strategy, in which Non-Customers provide insights for targeting beyond your core market and gaining creative inspiration for innovations.  The non-customer market is vast; we can focus on it to build a unique product/service idea.  Below are Research methods to follow for reaching out to the non-customer needs:

Investigación de Mercado Cualitativa

Ethnography is a good start for businesses that want to use Qualitative Investigación. It helps them understand the needs of the non-customer. Researchers can use it to study the culture, habits, and customs of the people to get closer to their needs. Online insight communities can also provide significant help. They inform entrepreneurs of the preferences of a particular group of customers/non-customers. It is one of the vital parts of brand research performance.

The co-creation technique is another method of non-customer qualitative market research. Co-creation is when different stakeholders come together to develop products and services.  Businesses can use this technique to find the ultimate wants of the non-customer. It is more like a table-to-table approach in management studies.

Investigación cuantitativa

Quantitative market research uses numerical analysis techniques. It provides information useful to those involved in promoting products and services. In today’s world, mobile and app surveys are a fast and efficient way to do quantitative market research. There is a wide range of applications to survey the market. These applications design customized questions based on gender, age, and other demographics. They are of great help to businesses trying to create something innovative. You can count on these surveys to know more about the non-customers.

Investigación estratégica

Also known as “desk research,” strategy research finds data for entrepreneurs. They can use it to take advantage of overlooked opportunities in other markets. Both internal and external investigación documental options help deal with non-customers. These methods are generally cost-effective. Researchers can deploy them using the pre-recorded data through calls and interviews. It is not as effective as qualitative research methods. However, it helps businesses to find the needs and wants of the non-customer.

Non-customers are an Inspiration for Game Changing Innovation

The invention of the iPhone was a game-changer. Many businesses want to be as innovative as Apple. They’d love to create products that non-customers do not yet know that they want. Non-customer market research allows your business to be a game-changer. It helps brands make history for a lifetime.