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Sources & notes
Des Traynor describes talking to the people who are not adopting a feature and investigating why. Fillo supplies these categories and branches, without the social-pressure framing that most other users already use it.
Ask people who could use the named feature but appear not to. Let them correct missing or inaccurate tracking.
Separate lack of awareness, lack of need, trouble getting started, and discontinued use. Each calls for a different response; do not turn hypothetical interest into a demand forecast.