# Every NPS — Analysis & Insights

Deliverable: `nps-dashboard.html` (fully static, no external dependencies — open in any browser).
Source: `nps_and_descriptions_only.csv`. Assumption: each of the 195 rows is one independent respondent and the file is the complete sample.

## Headline numbers

- n = 195, mean 8.38, median 9, mode 10 (69 responses, 35.4%).
- Promoters (9–10): 107 (54.9%) · Passives (7–8): 69 (35.4%) · Detractors (0–6): 19 (9.7%).
- **NPS = 45.1** — generally excellent for a media/subscription business.
- Distribution is left-tailed: no 1s at all; only 7 scores ≤ 4. The bulk of non-promoters sits at 7–8, not in outright rejection.

## How comments were coded

Keyword-coded per comment, multiple tags allowed (case-insensitive substring):

| Theme | Rule keywords | n | Avg score |
|---|---|---|---|
| Products / tools / bundle | product, app, tool, software, bundle | 97 | 8.23 |
| Media / newsletter | newsletter, media, magazine, publication, blog, editorial, journal | 62 | 8.45 |
| Learning / insight | insight, learn, think, smart, thought, philosoph, deep, educat, knowledge, guide, resource, playbook, mentor | 60 | 8.47 |
| Practical / useful | practical, useful, workflow, productiv, actionable, applied, usab | 27 | 8.81 |
| Studio / business model | studio, lab, incubat, collective, consult, business model | 23 | 8.48 |
| Frontier / innovation | cutting edge, frontier, bleed, future, pioneer, next gen, innov | 21 | 9.10 |
| Friction / value risk | confus, mac, security, price, expensive, money, fleece, cancel, too much, overwhelm, out of touch | 10 | 4.90 |
| Community / live learning | community, event, workshop, course, honest, humble, approachable | 10 | 9.40 |

Top raw words (stopwords removed): newsletter (34), company (23), products (22), tools (22), apps (18), tech (16), software (16), useful (15), content (15).

## 7 interesting insights

### 1. Strong brand, soft middle — the 8s are the growth lever
54.9% promoters vs 9.7% detractors is healthy, but 35.4% passives describe Every as merely "good / interesting / cool" without love-language. Converting 8s ("should be using the apps", "need to fully use") via product activation matters more than fixing detractors.

### 2. The winning formula is "frontier + practical"
Frontier language averages 9.10; practical/useful averages 8.81 — among the highest themes (only the small community/live-learning cluster is higher at 9.40). Recurring phrases: "actually using AI in daily work", "practical uses of AI", "cutting edge, no fluff". Hype-free utility is the positioning to double down on.

### 3. The hybrid identity delights and confuses in equal measure
Half of all comments (97/195) mention products/tools and a third mention media — the media-meets-studio-meets-software model is genuinely novel, but skeptics answer "I don't know" (6), "No idea honestly" (7), "too much" (0), "very confusing" (4), "nerdy"/"weird" (5–6). Promoters celebrate the bundle; skeptics can't explain it — a referral drag. Fix with a one-line positioning.

### 4. Mac-only apps are the #1 concrete churn driver
- "The majority [of tools] are for Mac users" (0) · "most other software offerings are Mac only" (8) · "I wish the suite ran on… Linux, especially" (7) · apps unused "for security reason" (2).
People subscribe expecting usable tools and discover the platform gap afterwards — an expectation-setting failure, not just a roadmap gap. State compatibility pre-purchase.

### 5. High-ticket upsells threaten community goodwill
Two of three 0-scores are price/trust complaints, not content complaints: "fleece you for more money" (0) and "High three figure Claude class… out of touch… I will… cancel my subscription" (0). Premium upsells read as betrayal of the subscriber relationship — separate price-tier communication from the core subscription promise.

### 6. Detractors write 70% more than passives — mine them
Avg comment length: detractors 19.3 words vs promoters 14.7 vs passives 11.2. The unhappiest respondents give the most specific feedback (survey UX — "the text box is so tiny", platform support, pricing, customer service). The 0-score exit survey is practically a free consultancy report.

### 7. Don't lose the writing core while chasing products
Learning/insight themes (avg 8.47) outscore product themes (8.23); multiple 10s say outright they are "there for the writing" and barely use the apps. Products expand willingness to pay, but writing is the retention engine. A small nostalgic strand (scores 2–3) already feels the pre-AI "best writers bundle" era was more interesting — don't orphan it.

## Suggested next actions

1. Add one-line positioning ("practical AI frontier: newsletter + tools") everywhere — test whether "don't know / too much" answers fall.
2. State OS/security requirements before checkout; prioritize web/Windows/Linux or a compatibility page.
3. Ring-fence premium upsell messaging from core subscription value.
4. Run an activation campaign aimed at 7–8s who own but don't use the bundle (Lex/Monologue/Cora/Sparkle mentions are currently rare: 1/3/2/1).
5. Fix survey UX (tiny textbox complaint) — ironic for a design-led brand.