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。”

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.

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 研究. 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

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 理论研究（并非实践 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.