Net Promoter Score (NPS)

An NPS question is a widely used market research metric asking respondents on a scale from 0 to 10 how likely they would recommend a company, product or service to a friend or colleague.

The popularity of this question type is strongly related to a study whose results indicate that a high net promoter score correlates strongly with the success of a company, so basically a high NPS score accounts for high success.

It’s a very simple metric. An NPS is measured on a zero to ten point scale. With this question type, respondents are categorized into three groups:

  • The first group of respondents are considered to be the detractors: they assign a score from 0 to 6 to the question asked. These respondents will generally judge your organisation negatively.
  • The second group of respondents are considered to be the neutrals: they assign a score of 7 or 8 to the question asked. These respondents will judge your organisation neither positively nor negatively.
  • The third group of respondents are considered to be the promoters: they assign a score of 9 or 10 to the question asked. These respondents will generally judge your organisation positively.

The values of the scale are fixed; they cannot be changed.

Upon viewing the preview of a NPS question type, you will be presented with an animation which can be deduced from the sliding effect. You can disable the animation by removing the tick mark in the Enable animation field under the Appearance header. Upon creating a new preview, it automatically loads the NPS question without the sliding effect. This latter effect is primarily intended to attract the attention of the respondents.

In addition, you are able to switch the arrangement of the items on a zero to ten point scale.

  • Horizontal design (traditional): the items are arranged in a horizontal line.
  • Circular design (modern): the items are arranged in a circular way. Upon pressing any number in the circular design, this number will be displayed in the middle of the circular diagram. This design is additionally equipped with the Use smileys functionality, which can be found under the Appearance header. If you tick the corresponding box, the number displayed in the middle of the circular diagram, will automatically be replaced by the corresponding smiley. In fact, there is a smiley representation for each of the numbers on the zero to ten point scale (see figure below).

In order to analyze the data of an NPS question, you first have to create a new basic report including the NPS question, once you have collected all answers for this question from the survey. For this, you must activate the Analyze page and click the Basic report tile under the Add new report button.

  • The first window, i.e. Create new report, enables you to provide a name for your report and to select an appropriate color scheme.
  • The second window, i.e. Select questions, enables you to select the required NPS question and, if necessary, any other questions from your survey.
  • The third window, i.e. Filter report, enables you to set a filter. For this purpose, this window can be disregarded.
  • The fourth window, i.e. Activation, enables you to return to the overview by clicking the Go to Analyze Page button at the bottom right of the window.

You can click the Online Report icon to create a preview of the report. After you have selected the NPS question on the right side of the screen, you will notice the number of detractors, neutrals and promoters below the displayed circular diagram.

  • The number of detractors are indicated in red on the horizontal bar directly below the diagram.
  • The number of neutrals are indicated in yellow on the horizontal bar directly below the diagram.
  • The number of promoters are indicated in green on the horizontal bar directly below the diagram.

The net promoter score is obtained by subtracting the total percentage of detractors from the total percentage of promoters. If the percentage of promoters equals 67, the percentage of neutrals equals 33 and the percentage of detractors equals 0, then the net promoter score equals 67 (67 – 0). An overview below the graph shows the percentual distribution of all answer options (from 0 to 10) from the NPS question.

Updated on December 31, 2021

Was this article helpful?

Related Articles

Need Support?
Please login to your Survalyzer account and use the "Create Support Request" form.
Login to Survalyzer