Why people aren’t participating or why people are participating?
Both can reveal useful data, but the latter is usually more important than the former.
The problem with the non-participants is they might not be part of your target audience. They’re simply people who were caught up in the recruitment net. If you’re carving out a really unique niche (as you should), then most people won’t be part of your target audience.
Adjusting what you do to appeal to the non-participants can do a lot of harm. It feels smart to figure out why people aren’t participating. But it’s not usually a great idea.
Why people are participating, however, is really interesting. It reveals their emotional state and highlights the kind of emotions you can amplify to drive results. You can then work to amplify these emotions, which are the very emotions that will appeal to the crowd you are trying to attract.