The Role of Non-Users | #TurianPerspective

As the conventional definition of ‘target user’ undergoes a shift, non-users provide added perspectives which go a long way in enhancing the value proposition.

In a recent engagement which the Turian Labs team undertook in the Healthcare space. Value-discovery through the non-users played a key role in defining the right product-market fit.

The client wanted to explore building an affordable CPAP device (a kind of a ventilator), targetted towards the care of neonates in tier 2/3 and rural healthcare setups in India.

During the course of the study, our team interacted with a lot of non-users. This led to the discovery of a completely new context in which the device can be used, leading to a rethinking of the device construct. This shift in positioning also tied in well with the eventual goal, which was of reducing infant mortality.

This is our story, we would love to hear your non-user stories too?