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Net Promoter Score® (NPS) Question

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About Net Promoter Score® Questions

Net promoter score®, commonly referred to as NPS®, is a customer loyalty metric that gauges how willing a customer is to recommend a product or service. Developed by Fred Reichheld, founder of Bain & Company’s Loyalty Practice, net promoter score® is now used as an alternative or supplement to customer satisfaction measurement in thousands of organizations around the world.

In its most simple form, net promoter score® can be described with 1 simple question:

A question asking respondents to rate their experience with Qualtrics, a scale form 0 to 10 horizontal beneath it

Setting Up Net Promoter Score®

For easy implementation, net promoter score® is built directly into Qualtrics as a question type. To ensure consistency with net promoter score® theory, the net promoter score® question type purposefully has limited editing options and is set at exactly 11 scale points.

To set up Net Promoter Score®

  1. Click the Add new question drop down.Adding a net promoter score® question with the Add new question button at the bottom right corner of a block
  2. Choose Net promoter score®.
  3. Click on the question text to replace [INSERT COMPANY NAME HERE] with the name of your company, product, or service.
    Renaming the company in the question text
Qtip: Net promoter score® allows up to 3 labels for the questions scale. By default, two of these—not at all likely and extremely likely—are already in place, but can be rewritten as needed. For standardization, we recommend sticking with the 2 default labels.
Qtip: On Simple layout, surveys on mobile will be defaulted to a horizontal format. To change the format, toggle off the setting in the Look and Feel menu.

Calculating Net Promoter Score®

Net promoter® score divides respondents into 3 categories based on the scale point they selected:

  • Promoters (scale points 9 and 10): Promoters are your customers who are loyal and enthusiastic about your organization and will continue buying and referring others.
  • Passives (scale points 7 and 8): Passives are generally satisfied customers, but lack the enthusiasm of promoters. This group is vulnerable to competitive offerings and not immune to defection.
  • Detractors (scale points 0 through 6): Detractors are often unhappy and can diminish your brand through negative word of mouth.

Net promoter score® is derived by taking the percentage of respondents who are promoters and subtracting the percentage of respondents who are detractors.

Detractors are 0-6, Passives are 7 and 8, Promoters are 9 and 10. An equation stating Percent promoters minus percent detractors equals NPS

Qtip: If you want to analyze your NPS® score on a scale different than the one above, you’ll use bucketing to define the criteria for promoters, passives, and detractors.

Data Analysis

Once your responses have been collected, Qualtrics offers various ways you can analyze your response data. From the Reports tab, you can view aggregate data in pre-made reports as well as create your own reports from scratch. From the Data & Analysis tab, you can view and manage individual respondents’ data.

Visualizations

In the Reports section of the Reports tab, all visualizations except the heat map and word cloud are compatible with NPS questions.

Downloaded Data Format

In the downloaded dataset, a column is included for each net promoter score® question, listing the score given by each individual participant and the group that puts them in.

CSV of NPS data with a column for group and for exact scale value

NPS®, Net Promoter® & Net Promoter Score® are registered trademarks of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld.

FAQs