Market research glossary
New to the market research world? Keen researcher looking to brush up on your terminology? The FieldworkHub glossary is here to help you understand common methods and concepts used across the industry, so you can gain better understanding of the tools we use that drive smarter business decisions.
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Net Promoter Score (NPS)
A value calculated by asking respondents “How likely are you to recommend this brand, product or service to a friend?”. The classic question asks them to rate this on a scale from 0 to 10 where 0 means not at all likely and 10 means extremely likely. Respondents who answer 9 or 10 are referred to as Promoters, those who answer 7 or 8 are referred to as Passives and those who answer 0 to 6 are referred to as Detractors. The NPS is the percentage of Promoters minus the percentage of Detractors.