Net Promoter Score (NPS) is a measure of net advocacy and measures the willingness of visitors to recommend. It is scored between -100 and 100 with it used as a proxy for gauging the visitors/exhibitors overall satisfaction with an event and their loyalty.
The question that is asked is 'How likely are you to recommend [eventname] to a friend or colleague?' and is asked on a 0 - 10 scale, where 0 = not at all likely (to recommend the event) and 10 = extremely likely.
To calculate NPS, your visitors are sectioned into 3 groups; your Promoters, Passives and Detractors.
- Promoters (9 - 10) - These are respondents who are most likely to actively recommend the event to friends or colleagues
- Passives (7 - 8) - They are on the fence and don't share much of an opinion on the show so it is unknown if they will recommend.
- Detractors (0 - 6) - These are respondents who are most likely to actively recommend AGAINST the event to friends and colleagues
NPS is calculated by taking the proportion (%) of Promoters minus the proportion (%) of Detractors.
For this specific example, the Promoters (9 - 10) totalled 48.03% while the detractors were 9.83%. By taking the proportion of Promoters (%) minus the proportion of Detractors (%), this gives a NPS of +38.