Strategy
Net Promoter Score (NPS)
A practical product metric for measuring loyalty, advocacy, and overall sentiment over time.
How to use NPS to track loyalty, understand overall product sentiment, and identify promoters and detractors over time.
Quick take
If you want a simple way to measure loyalty and advocacy, use NPS.
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What it is
Net Promoter Score (NPS) is a UX and product metric used to measure how likely users are to recommend a product or glossaryServiceA service is a component or function that performs a specific task within a system.Open glossary term to others.
It is based on a single question: “How likely are you to recommend this to a friend or colleague?” rated on a scale from 0 to 10.
Respondents are grouped into three categories: Promoters (9–10), Passives (7–8), and Detractors (0–6).
The score is calculated by subtracting the percentage of detractors from the percentage of promoters.
Unlike CSAT, which measures satisfaction at a specific moment, NPS measures overall sentiment and loyalty.
The goal is to understand how users feel about your product at a broader level and track that over time.
NPS is useful when you need a simple loyalty benchmark, but it is only valuable when paired with context and follow-up insight.
When to use it
Use this method when you want a high-level view of user sentiment and loyalty.
It is most useful when:
It is less useful when:
NPS is often used alongside CSAT and qualitative research to add context and explanation.
Key takeaway
Use NPS when you need a simple, repeatable way to track loyalty and broad sentiment over time.
How to run it
Set up properly.
Before you start, be clear on when the survey will be triggered, who will receive it, and how frequently it will be sent.
Ensure timing does not glossaryBiasBias is a systematic distortion in thinking or data that affects the accuracy of research or decision-making.Open glossary term the glossaryResponseA response is the data or result returned by a server after receiving a request.Open glossary term.
Run the method.
NPS should be simple and consistent.
Ask the standard NPS question. Use a 0 to 10 scale. Include a follow-up open-ended question. Keep the experience quick and unobtrusive. Ensure glossaryConsistencyConsistency is the use of uniform patterns, behaviours, and visual elements across a product to create familiarity and predictability. It helps users learn once and apply that knowledge throughout the experience.Open glossary term across all respondents.
The simplicity is what makes NPS scalable.
Capture and make sense of it.
The value comes from trends and glossarySegmentationDividing users into groups based on shared characteristics or behaviour.Open glossary term.
Look across glossaryDataData is raw information collected and stored for analysis, processing, or decision-making.Open glossary term to identify overall NPS score, changes over time, differences between user segments, and themes in qualitative glossaryFeedbackFeedback is the system response that informs users about the result of their actions. It helps users understand what has happened and what to do next.Open glossary term.
Use this to guide strategic improvements.
What to look for
Focus on:
Where it goes wrong
Most issues come from:
NPS tells you how users feel, not why.
What you get from it
Done properly, this method gives you:
Key takeaway
It helps you understand overall sentiment at scale.
Get in touch
If this sounds like something you need, we can help you go beyond the score and understand what is really driving user loyalty.
No guesswork. No assumptions. Just clear glossaryInsightAn insight is a meaningful understanding that explains why something is happening and what it means.Open glossary term you can act on.
FAQ
Common questions
A few practical answers to the questions that usually come up around this method.
What is Net Promoter Score in UX?
NPS is a method used to measure how likely users are to recommend a product or glossaryServiceA service is a component or function that performs a specific task within a system.Open glossary term.
How is NPS calculated?
It is calculated by subtracting the percentage of detractors from the percentage of promoters.
What is a good NPS score?
It varies by industry, but higher scores indicate stronger loyalty.
When should you use NPS?
Use it to measure overall sentiment and track changes over time.
Does NPS improve UX?
Indirectly. It highlights sentiment, but needs supporting serviceUser ResearchUnderstand user behaviour, validate ideas, and make clearer product decisions with evidence you can act on.Open service to drive improvements.