We have added three new options for contact search to specifically identify negative matches:
Contacts did not complete conversion,
Contacts did not hit touchpoint, and
Contacts not matching this persona.
They are available for all Conversions, Touchpoints, and Personas.
You can use these options to narrow down a segment for a potential targeting campaign. For example, you can export all contacts recognized as given persona but not yet converted.
To learn more, see the feature documentation.