Day 76: Maybe I’ve Been Asking the Wrong Question

For 76 days, I've been asking some version of the same question:

Where is the detailed data?

Today, I'm changing the question.

Why advertise something as available if you're not prepared to provide it?

That's a much more interesting question.

Nextdoor published Insights articles that don't simply say, “Here's our research. Hope you enjoyed it.”

They specifically invite readers who want more to reach out.

The language is pretty clear: if you want “detailed data, additional audience segments, and strategic recommendations,” contact the person Nextdoor identifies.

So I did.

And here we are.

Day 76.

Imagine This Anywhere Else

A restaurant puts this on the menu:

“Ask your server about today's desserts.”

You ask.

The server hands you the dinner menu again.

You explain:

“No, I already read this. I'm asking about the desserts you told me to ask about.”

They hand you the dinner menu again.

You clarify exactly what you're requesting.

You point to the sentence telling you to ask.

You eventually send them a picture of the sentence.

And then...

Nothing.

At some point, you're no longer wondering what's for dessert.

You're wondering why the restaurant put the sentence on the menu.

That's essentially where I am with Nextdoor.

This Isn't Really About a Report Anymore

The research is almost secondary now.

What fascinates me is the disconnect between invitation and execution.

If an organization publicly tells people:

Contact us for X

there should probably be a process for what happens when someone actually...

contacts you for X.

Who qualifies?

What gets sent?

Is there a sales requirement?

Is it only available to advertisers?

Is there a minimum advertising spend?

Is it proprietary and unavailable to the general public?

Is there an NDA?

Is it simply not something Nextdoor wants to provide to me?

Any of those answers would at least be an answer.

And if there are conditions attached to receiving the information, why not disclose those conditions when inviting people to request it?

Maybe There's a Bigger Marketing Lesson Here

Calls to action are promises.

Download the guide.

Request a demo.

Contact us for more information.

Reach out for detailed data.

Every one of those statements creates an expectation.

Marketing gets someone through the door.

Operations determines what happens after they walk through it.

And when those two things don't connect, the customer discovers the gap.

This has become much more interesting than my original request.

I didn't have to uncover some hidden Nextdoor process.

I followed Nextdoor's own call to action.

So Day 76 Has a New Question

I'm not asking Nextdoor where the detailed data is today.

I've asked that plenty.

Instead:

Nextdoor, what is supposed to happen when someone does exactly what your marketing tells them to do?

Because I did.

And 76 days later, I'm still trying to figure it out.

Maybe the most important data I've collected during this experiment isn't contained in the reports at all.

Maybe it's the 76 days of customer experience generated while trying to obtain them.

That's becoming quite a dataset in its own right.

Day 76.

The research request continues.

But apparently, so does the research on Nextdoor.

My LinkedIn posts are the condensed version. The full continuing Nextdoor case study is at NielFlamm.com/blog.

And subscribe at NielFlamm.com to follow along.