Net Promoter Score (NPS)

NPS The Driver of Growth


Net Promoter Score is all about measuring how well your brand is ‘delivering’.  It’s a crucial tool in identifying areas for improvement, understanding your overall business performance and how perceptions of your brand are evolving. 

NPS is one of the 8 metrics that we use to evaluate brand equity and an integral part of our brand tracking.  This particular metric measures customers’ willingness to recommend a company, product or service, to a friend.  Essentially, it’s a customer loyalty metric.

Initially developed in 2003 by Fred Reichheld, Bain & Co and Satmetrix, to help companies earn customer loyalty and inspire employees, the Net Promoter Score is an important part of consumer research. Further research carried out by Nielsen has supported the metric, confirming that word of mouth is the most influential element of consumers’ purchasing decisions.

Why is NPS important?

Net Promoter Scores are great predictors of business growth.  If your score is higher than the industry average, it indicates you have a healthy relationship with your customers – you have a base of loyal fans.

How does NPS work?

We’ve all heard it a million times before, ‘On a scale of 0 – 10 how likely are you to recommend this product to a friend?’

But have you ever thought about what effect your response has on a business?  One seemingly simple question, yet it is often the culmination of a complex series of personal perceptions, opinions, instincts and past experiences. Recommend a product or business to a friend and you are giving it your own, personal seal of approval – you are effectively a brand ambassador, a promoter. For businesses, it’s a hugely important indicator of how they are perceived by those that matter the most – consumers.

Net Promoter Score metrics turn results from this very question into a percentage figure – a valuable score that businesses can use as a benchmarking tool to improve and develop.

Net Promoter Score Scales

Net Promotor Score NPS Vision One

Understanding Promoters, Passives & Detractors

Net Promoter Score, categorises your customers into 1 of 3 groups;  Promoters, Passives and Detractors. The higher your NPS score, the more promoters your brand has.

It’s easy to focus on the customers who seem to be the ‘biggest fans’(e.g. the Promoters). But, it’s also important to pay close attention to the customers who may be ‘Passive’ or ‘Detractors’ too.

Passives are on the cusp of being promoters, so it is worth exploring how to improve their experience and perceptions so you can improve on future scores. Engage with your customers – ask them questions like “what could we do better?” Increasing your number of promoters will boost your brand health.

Detractors also require close attention. If someone is actively dissuading others from using your brand, they could sway a passive or convert a promoter.

Benefits of Net Promoter Score

  • NPS is one of the easiest and cheapest ways to track your brand’s performance.
  • You can track your scores over time, making it a great benchmarking tool.
  • NPS focuses on customers’ opinions.  It encourages consumer engagement and helps your brand to develop a relationship with your consumer.
  • By following up with probing questions within your NPS survey, you can explore ‘why’ consumers have given their score.

Drawbacks of Net Promoter Score

While NPS is a long-standing valued metric tool, it isn’t always seen as the best way to depict loyalty from customers. This is because, in more recent years, new tools have been introduced which can provide a better indication of success. For example, BrandVision has a metric called ‘Momentum’ which could be argued to be a better way of viewing a brands market position and potential to beat competitors.

Alternative NPS Brand Metrics

Running brand tracking surveys over time will allow you to spot trends over time and allow you to take action quicker. But you’ll need to measure more than brand metrics if you want truly actionable research, so Welcome to BrandVision.

Welcome to BrandVision

Metrics to Turbo Charge Your Strategy

BrandVision is our flexible brand evaluation system that can be fully customised to your requirements. From self-serve to fully managed BrandVision offers tracking for brands of all shapes and sizes.

Brandvision Brand Wheel Vision One



Brand Awareness

The Battle for the Mind

Many marketers believe Brand Awareness is a single metric – in truth, it’s a lot more complex than that! As experts in brand awareness measurement, we’d like to explain why. 

Behavioural Economics has shown the importance of Availability Bias and that winning customers’ choices means being front of mind. Brand Awareness metrics include; Prompted Brand Awareness, Brand Recognition and Brand Recall. Together we call it Mindshare.



Brand Magnetism

Awareness alone is pointless if your brand doesn’t possess Brand Magnetism.

Part of the Brand Funnel, Magnetism refers to the attraction your brand has with the target market.

There are two aspects to brand Magnetism. Firstly the strength of appeal and interest in the brand. Secondly, it is about the segments and groups interested in the brand. Understanding who and who isn’t interested in your brand are the first step in creating a strong marketing and brand strategy.

Brand Magnetism is the holy grail for many brands as it is often associated with some of the best and most iconic brands in history.



Brand Fame

What is Brand Fame?

Brand Fame (also known as brand leadership) is one of the key metrics that indicate whether or not your brand has a USP and is seen by consumers as a ‘Leader’, ‘Different’ or ‘Characterless’. 

There are two very important aspects to Brand Fame: Uniqueness &  Leadership, Brands that have neither of these attributes tend to struggle, with little to set them apart from their competitors.

A great example of this is people’s desire to own the Apple brand. The high levels of Fame (Distinctiveness and Leadership) correlate highly with Brand Love and Consumer Loyalty – which ultimately has helped drive  Apple’s dominant position in the market.


Brand Love

The Power of Love

The concept of Love in brand relationships has been receiving immense and escalating attention. It is considered by many experts as the essential ingredient for capitalising in today’s new order.

Brand Love underpins the consumer-brand relationship.  It’s not an emotional or fluffy metric but rather the holy trinity of brand metrics, combining three powerful metrics:  RelevanceNeed and Trust.

Evaluation of brand tracking data has taught us, time and time again, that Relevance is arguably the most important metric of all – and is highly correlated with consumer behaviour.



Brand Health

8 Secrets to a Healthy Brand

The 8 Essential brand image metrics are:

  1. Brand Identity -Does your Brand identity have Clarity?
  2. Brand Noise – is your brand  Grabbing people’s Attention?
  3.  Newsworthy – Is your brand worth talking about?
  4. Outstanding – Do you offer exceptional Quality or Value?
  5. Variety – Is your brand flexible and have multiple uses or benefits?
  6. Accessible – Is your brand Readily Available and Convenient?
  7. On Trend – Is your brand Topical & Current?
  8. Ethical – Are you seen to be doing the right things? 



Emotional Branding

Creating Strong Relationships

Branding is much more than just a brand name, logo or strap line. Successful branding is far deeper than that.

The best and strongest brands form an emotional relationship with their customers. We call this Emotional Branding, and along with Brand Love, these forms a pivotal part of our BrandVision approach and our Brand Equity Wheel.

Developed by Robert Plutchik, the Wheel of Emotion helps to explain how emotions work.



Brand Momentum

Discover the power of  Brand Momentum.

Momentum refers to the growth potential for your brand and its likely future trajectory. Momentum measures the extent to which your brand is seen to be growing or declining.

Momentum is a complex KPI and is driven by your marketing activity and spend, product availability, brand image and your brand proposition and positioning.

Brand Momentum is a better indicator of growth than virtually any other consumer metric. Its role is far more important than the highly regarded Net Promoter Score (NPS) because it is a better predictor of consumer behaviour than any other brand metric.



Award Winning Research Agency Vision One
Mindshare Vision One
Magnetism Vision One
Fame Vision One
Brand Love Explanation Vision One
Brand Equity Research Vision One
Happy Customers Vision One
Brand Momentum Explained Vision One


To us, Net Promoter Scores isjust a part of the bigger picture.  That’s why we developed our forward-thinking Brand Equity Wheel evaluation tool – assessing every aspect of your brand’s health, including needs, mindshare, value, fame, emotion (and Net Promoter Score).  It’s a key part of our market-leading, strategic brand tracking service, BrandVision.  The result?  A final metric score that can be used strategically to drive sales, market share and growth.