Net Promoter Score

This article will show you how to set up a Net Promoter Score Question (NPS)


The idea of the Net Promoter Score is a very common one across the field of Market Research. The basic premise involves asking a respondent a straight forward question tied to a brand or product. In this question, you have the respondent rate this item on a scale from 0 (negative) to 10 (positive).  Based on the respondents answers, he/she will fall into 1 of 3 categories. 

  • Promoters - Rate the item 9 or 10. These are the people that are loyal to the brand/product and even go as far as referring it to others. 
  • Passives - Rate the item 7 or 8. These are users but would not go out of their way to suggest it to others. 
  • Detractors - Rate the item anywhere from 0 to 6. These are individuals with a negative outlook on the brand/product

At the end of fielding your survey, you then want to subtract the percentage of Detractors from the percentage of Promoters. This is your Net Promoter Score. 

Programming a Net Promoter Question

  1. Log into the 'Build & Edit' Tool
  2. Add a 'Standard Question: Scale', lets call it Q20 for this example.
  3. Update your question text
  4. Update your scale. Usually you will have your end points and a neutral mid-point. All the others must be programmed but the text will be blank. 
  5. As always, test to ensure accuracy
  6. You are done programming the question

Programming the Corresponding Variable

To make your life easier after fielding has completed, you can build in a variable to hold which of the 3 buckets the respondent falls into based on the answer to the question. 

  1. Add a 'Single Variable' to your survey and call it NPS, for example. 
  2. You will want to add a response list. In this case, you will add the 3 buckets you can fall into
    • (1) Promoters
    • (2) Passives
    • (3) Detractors
  3. You can then add a Logic Block Page after the Net Promoter Question you programmed. 
  4. Add a Logic Block to your Logic Block Page
  5. Ultimately, you will end up with 3 logic blocks. Each block will set you to the corresponding bucket based on your answer to your Scale Question. It will end up looking like this:  

The Final Net Promoter Score

After fielding, all you have to do is get the percentage of respondents that were Detractors (NPS=3) and subtract the from the percentage of people that were Promoters (NPS=1). This will be your overall NPS Score. You can then run your survey as often as you like and compare this calculation time over time to see how it has changed over time. 

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