Is your organization ignoring potential customers? It's standard practice for companies to market to those who are likely to buy in at the beginning of a product cycle, but once a product receives 60-70% saturation in the target market, little work is done to capture the tail end of the adoption curve. The assumption is that those who haven't bought in yet are immovable, or that the expense of moving them would outweigh the benefit.
In actuality, there are often just one or two issues that are preventing non-converts from adopting your product or service. Although it's not always possible to attract this remaining group, at a minimum, you should understand their barriers to adoption.
By not reaching these individuals your organization is leaving money on the table, decreasing product life-cycles, and losing potential repeat customers. If your organization fulfills a social or public need, a portion of your target population remains under-served.
Our Completing the Curve analysis provides you with the answer to two important questions:
1) What are the barriers to adoption for these remaining potential customers?
2) Is it worthwhile to expend additional effort and budget to recruit these non-converts?
By definition, Completing the Curve analyses are most appropriate for products or services that have nearly complete saturation. Because of the small incidences of non-adopters in these situations, not all research companies have the expertise to accurately conduct such analyses.
After defining the relevant target audience, we use a proprietary approach based on advanced quantitative methods to explore why potential customers haven't yet adopted your organization's product or service. In addition to defining the barriers to adoption, we garner important information on how many new customers you might expect to bring in by reducing those barriers. We can then estimate the potential cost vs. benefit of addressing those barriers.
Completing the Curve analyses help you get every last bit of usefulness out of your products and services. Because start-up and launch costs have already been covered by early and majority adopters, the tail end of the curve provides more return for your organization's money and efforts. Additionally, Completing the Curve analyses can often be done with data that you already have, further extending your research dollars.
Why leave potential customers by the wayside? Take advantage of this innovative research product and determine how many individuals you may not be reaching and whether some small changes could result in a considerable influx of new customers. Contact us at This e-mail address is being protected from spambots. You need JavaScript enabled to view it today to discuss how we can help you Complete the Curve.