Find Hidden Growth By Studying Nonconsumers and Workarounds

Kimberly-Clark dominated the adult incontinence market, but millions still refused to use their products, instead making do with feminine hygiene pads or nothing at all. Few acknowledged this invisible group, because the data only tracked actual buyers. By talking to non-users, the company learned that shame and a sense of lost dignity formed impossible hurdles. Even if a new solution was cheaper or more absorbent, it would never be hired unless it felt invisible, dignified, and easy to buy, with packaging more like regular underwear. After redesigning both the product and emotional experience, sales soared, and a previously invisible segment became loyal customers.

Elsewhere, founders of new apps often discover their best ideas by watching frustrated people jerry-rig complex systems—spreadsheets, sticky notes, emails—to track simple things like chores. When offered a purpose-built tool that feels both delightfully easy and addresses their real struggles (not just the obvious ones), these nonconsumers become your fastest adopters.

Research in behavioral science confirms that chronic non-use or workarounds signal not just low interest, but an unfulfilled job weighed down by emotional, social, or contextual barriers. This pattern holds true in countless industries, from banking to education.

To uncover your own hidden growth opportunities, pay close attention to people who never use your (or any) solution. Hunt for those improvising awkward fixes or doing nothing at all despite a clear problem, and have real conversations to understand why. Dig past price tags—ask about embarrassment, complexity, or logistics. Write down every obstacle you hear about, and brainstorm targeted ways to knock each one down. Be curious; often, the people avoiding your product are the ripest converts once you solve their real job. Start investigating these edges today—you’ll be surprised by what you find.