Best of ESOMAR Romania 2019: How your NPS Doing?
The presentation for Best of ESOMAR 2019 talks about NPS (Net Promoter Score), a weighty indicator in organizations. NPS is simplistically calculated and has been heavily criticized in the industry and the presentation lays out the critical arguments. Despite this, budgets allocated to NPS have continued to grow and Mercury Research has identified in what context the recommendation matter – when general or relevant information is lacking, where the stakes are high (the price is high or the right opportunity is low), where there is no personal experience and where the fear of making mistakes is overwhelming.
Such categories include electronics and home appliances, but also niche categories such as vacations, restaurants, medical services, clothing and footwear stores or car services.
Recommendation does not count in categories where personal experience already exists, where the expense is small and does not justify the effort to seek information, or where tastes differ. Where branding is functional, NPS loses its usefulness.
For more details, check our full presentation here.
