Let's Do Some Market Research

TL;DR

Hank Green publicly reviews Good Store's customer survey data, sharing NPS scores, product feedback, and a new bamboo toilet paper partnership with Save Trees.

Key Points

• 1.Good Store's customer base skews older and more female than Hank's YouTube audience. YouTube analytics show 73% male viewers peaking at 25–34, while Good Store buyers are older (household formation age) and only one-third male, with non-binary customers also overrepresented.
• 2.The net promoter score of ~75 is exceptionally strong. Promoters (9s and 10s) totaled ~79%, detractors only ~3%; anything above 70 is considered excellent, with 80+ reserved for top-tier luxury brands.
• 3.Product pricing is Good Store's weakest-rated dimension. Ethically sourced soap made in Missoula and premium coffee/tea push prices above grocery-store comparisons, though eco-friendly cleaning products (EcoGeek line) are competitively priced.
• 4.A critical survey design mistake skewed motivations data. Radio buttons were used instead of checkboxes for the 'what motivates you to shop' question, forcing respondents to pick one answer and rendering that data unreliable.
• 5.Hank announces a new bamboo toilet paper pilot with Save Trees. The product is plastic-free, bleached with hydrogen peroxide instead of chlorine, NRDC-endorsed, ships directly from Save Trees' warehouse, and donates profit to the Coral Reef Alliance.
• 6.Customers most want a conditioner bar, more cleaning supplies, and chocolate. The conditioner bar is in active R&D with their supplier; paper products were previously avoided due to bulk logistics, now solved by sending large quantities at once.
• 7.Top requested creator collaborations include Dropout, Simone Giertz, Adam Savage, and James Hoffman. Hank speculates Hoffman (the coffee expert YouTuber) has likely already been approached about a coffee brand deal and may have reasons for declining.
• 8.EU and military address shipping remain significant pain points. Customs fees are now included in EU shipping prices (making them visibly high), and USPS delivery to FPO/military addresses is technically possible but incompatible with their current warehouse setup.