Research Topics:

Net Promoter Score (NPS)

Content Type:

Glossary

Share Print

Net Promoter Score Definition

Net promoter score (NPS) is a customer loyalty metric that gauges how likely a respondent is to recommend a company, product or service to others, typically measured on a scale from 0 to 10. It segments respondents into promoters (9–10), passives (7–8) and detractors (0–6).

Measures customer loyalty by asking how likely respondents are to recommend a company, product, or service on a 0–10 scale, grouping them as promoters (9–10), passives (7–8) or detractors (0–6).

Who relies on net promoter score?

Brand managers, CX teams, product developers, executive leadership, customer service departments and B2B or B2C marketers rely on NPS to track brand loyalty and predict growth.

What are key characteristics of net promoter score in market research?

• Simple and widely adopted metric.
• Focuses on likelihood to recommend.
• Produces a score between -100 and +100.
• Categorizes respondents into three loyalty groups.
• Can be used across industries and customer types.

Why is net promoter score important in market research?

NPS provides a clear, benchmarkable snapshot of customer satisfaction and loyalty. It’s often linked to business outcomes such as repeat purchases, churn and word-of-mouth. It helps prioritize customer experience improvements and track changes over time.

How do market researchers use net promoter score?

Researchers deploy NPS surveys regularly via email, web or post-interaction feedback forms. They analyze trends across customer segments, correlate NPS with operational metrics and use follow-up open-ended questions to uncover drivers of loyalty or dissatisfaction.