非客户市场研究

非客户市场研究可以洞察那些尚未成为您的客户的人们。

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.

苹果是非客户市场研究最突出的用户之一。当被问及 iPad 开发过程中的市场研究时，苹果创始人史蒂夫·乔布斯回答说：“当 [客户] 从未见过类似的东西时，他们很难告诉你他们想要什么。”

有些市场出现的唯一目的就是颠覆现有的旧市场。像史蒂夫·乔布斯那样不做市场调研就直接向前发展可能很诱人。毕竟，如果产品是全新的，还有什么需要调研的吗？然而，在新市场成立公司时，考察市场比以往任何时候都重要。在开展业务之前，一定要先进行调研。市场调研将帮助您细化预期的客户群。

非客户人口结构推动创新与转型

非客户对自己的需求非常了解。然而，这样的客户可能缺乏想象力或创新精神，不知道如何满足这些需求。企业可以使用非客户市场研究来解决这一问题。他们可以利用不同的技术来生产一些富有想象力和实用性的产品。

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:

定性市场研究

Ethnography is a good start for businesses that want to use Qualitative Research. 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.

定量研究

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.

战略研究

战略研究又称为“案头研究”，它为企业家寻找数据。他们可以利用这些数据来利用其他市场中被忽视的机会。内部和外部案头研究选项都有助于处理非客户。这些方法通常具有成本效益。研究人员可以通过电话和访谈使用预先记录的数据来部署它们。它不如定性研究方法有效。但是，它可以帮助企业找到非客户的需求和愿望。

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.