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Method Kit

Module 1: User Discovery & Needfinding

Identify Non-Customers

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An alternative approach to competing for existing customers is to grow your industry by identifying a demand that exists beyond your industry to the so-called non-customers. These are buyers that do not buy into your industry, product, or service yet, but could be convinced in the future.

Non-customers should be identified and categorized as follows:

  1. “Soon-to-be”, non-customers: Not yet active in your industry but can be reached easily.
  2. “Refusing”, non-customers: These customers purposefully opt out of certain industries.
  3. “Unexplored”, non-customers: Customers that are part of overlook opportunities.

Identifying different non-customer tiers, their behaviors, and drivers, allows you to develop a strategy on how to get them interested in what you have to offer.

Benefits:

  • Generates a better understanding of current non-customers
  • Helps identify new opportunity spaces to bring non-customers on board
Resources

Materials Needed:

whiteboard/paper, makers

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Module Methods
  • Empathize
  • Empathy Map
  • Stakeholder Map
  • Assumption Mapping
  • Observe
  • Identify Non-Customers
  • Extreme Users
  • Participate
  • Analogue Situations
  • Framing Great Questions
  • Prepare An Interview
  • Interview Principles
  • Conduct An Interview
  • Unpacking Principles
  • Learning Notes
  • Unpacking
  • Clustering
  • Crafting Insights
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