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NPS questions (r9)

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Version Notice: This article covers features in our r9/IS Pro platform. If you're looking for information on this topic related to r8, see NPS questions.

The Net Promoter Score (NPS) question is a widely used market research metric and is designed to gauge the likelihood a customer would recommend a product, brand, or service by rating it on a scale from 0 to 10. Based on their ratings, respondents are then assigned to one of three categories measuring customer loyalty – "Detractors," "Neutrals" (also known as "Passives"), or "Promoters.

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Details

The NPS is calculated by subtracting the percentage of detractors from the percentage of promoters and is typically displayed as an integer rather than a percentage. The score ranges from -100 to 100. If all respondents are detractors, the score is -100; if all are promoters, the score is 100. For example, if a study has 40% promoters, 55% neutral, and 20% detractors, the NPS would be +20.

An NPS question or table typically has these specific characteristics:

  • The answer choice is single selection (type: radio).
  • It has an 11 point scale and uses options 0 through 10.
  • Three response buckets are created to track Detractors, Neutrals, and Promoters.
  • It uses the headings or embedded anchors "Highly Unlikely" and "Highly Likely" (or something similar).
  • It usually asks about the "likelihood to recommend" a brand or product.
  • It is often presented as a radio question for a single brand, or in a table or loop for two or three brands.

Examples

Basic NPS question

NPS. What is the likelihood you would recommend Brand X?
type: radio
series: 0..10
hscale: y
headings: Highly unlikely, Highly likely

Basic NPS table

NPS1. What is the likelihood you would recommend the following brands?
type: radio table
series: 0..10
rowsfrom: TOP3BRANDS
headings: Highly unlikely, Highly likely

Tags and decorators

The following tags and decorators are commonly used with NPS questions.

Tag / Decorator Description
args Supplies arguments to define the metric. This decorator is required for range, nets, and percentile.
desc Supplies a name for the metric that appears in reports. This decorator is required with the nets metric.
headings Specifies any headings to place over the scale. When specifying multiple headings, separate them with a comma.
hscale When set to 'y', the options are displayed in a horizontal scale. This is applicable to questions only.
metric

Adds custom metrics to Crosstab reports. Multiple metric tags can be used at the same time. NPS questions and tables typically use the nets and transformed_average inputs.

  • nets — Displays the counts for given option values. Use the args decorator to specify those option values. 
  • transformed_average — Recodes the values selected or entered in the field to other specified values. Use the args decorator to define those values.
series

Generates numeric or alphabetical sequential list options within a specified range of values or letters. series: 0..10 is used for NPS questions and tables.

Additional examples

Basic NPS with follow-up why question

This is a standard NPS question with a follow-up "why" question for both Detractors and Promoters.

Modifying NPS questions for reporting

There are several tags you can use to enhance the reporting and analysis experience for clients. Use the metric tag on a question to define custom nets for each NPS group and to calculate a transformed average score. These custom nets can then be displayed in a Crosstab report.

4. How likely are you to buy <b>Famous Brand</b> in the next 3 months?
hscale: y
type: radio
headings: Not at all likely, Extremely likely
series: 0..10
metric: nets {args: 0,1,2,3,4,5,6}  {desc: Detractors (0-6)}
metric: nets {args: 7,8}            {desc: Neutrals (7,8)}
metric: nets {args: 9,10}           {desc: Promoters (9,10)}
metric: transformed_average {args: 0-6== -100; 7,8==0; 9,10==100} {desc: NPS}

Using NPS system classes

System classes are pre-defined at the system level for use across all surveys. Use the class tag to add them to questions or tables. The following system classes are available for creating NPS questions and tables: nps, nps_embeddedanchors, and nps_table.

nps

The nps system class is used for the most common NPS radio question. 

5. How likely are you to recommend X to friends or family?
class: nps

nps_embeddedanchors

The nps_embeddedanchors system class uses "embedded" headings at the ends of the rating scale instead of using the headings tag. 

5A. How likely are you to recommend X to friends or family?
class: nps_embeddedanchors

nps_table

The nps_table system class is nearly identical to the nps class but intended for tables.

6. How likely would you be to leave a positive review for the following amenities at our hotel?
class: nps_table
rows:
1. Concierge service
2. Dining & bar facilities
3. Spa facilities
4. Gym & pool facilities
5. Room service

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