How do you explore a non-existent market?
Blue Ocean strategy: how to make the competition irrelevant

The number of interviews carried out by participants can vary from five to ten, depending on the scope of the theme and the geographical area of reference. The targets were determined during the first workshop:

• non-customers or infrequent customers are better able to express the causes of their dissatisfaction or lack of interest;

• alternatives as described in the six tracks.

This exploration takes place over six to eight weeks, depending on how difficult it is to book an appointment. It is qualitative and open-ended. It is useful to prepare interview guides based on the experience cycles of the main players. The aim is to discover :

• all non-customer barriers: value deficit, physical or intellectual difficulties of use, access – unsuitable place and time –, perception of risk, image mismatch ;

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