The Net Promoter Score (NPS) is a measure of a customer's satisfaction with a business, product, or service. An NPS is typically measured on a rating scale of 0-10. This score is also used to assess brand loyalty, as this scale seeks to find the net percentage of consumers who would promote or engage a product.


The key to NPS lies in their simplicity, which uses a single question to ask:


"How likely, on a scale of 0-10, are you to recommend <product> to your friends, family, or co-workers?"


From here, consumers are assigned a category based on their score:


Detractors: 0-6

Neutrals: 7-8

Promotors: 9-10



To calculate NPS, Detractors are subtracted from Promoters.


For example, 80% of respondents scored the product between 9-10, and 20% scored between 0-6. That is 80 minus 10 for an NPS of 60.


NPS is a good predictor of user adoption, with a score over 70 considered outstanding.