Face up to Net Promoter Score

This article discusses the value of the Net Promoter Score (NPS) in measuring brand equity. Consumers are asked if they would recommend a product to a friend, with a ten point scale and negative responses are subtracted from positive responses to give the NPS.

Face up to Net Promoter Score

Dan HillSensory Logic

Net Promoter Scores that include follow-up questions with manual facial coding give brands better insight into emotionally-based brand equity, which is the key to gaining repeat business and genuine recommendation.

Follow the money,' Deep Throat famously suggested to Woodward and Bernstein amid the Watergate scandal. Today, that remains good advice for understanding any situation, including brand equity. Brand equity is not a soft topic; there is a trail of money to follow because you're talking about retaining and growing market share and it is, ultimately, intertwined and indistinguishable from consumers'...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands