Does the NPS® reflect consumer sentiment? A qualitative examination of the NPS using a sentiment analysis approach

The Net Promoter Score (NPS®) is extensively used as a key performance indicator in practice. Although the scale was initially considered to be a predictor of growth, the literature has disproved this assertion. Despite this, it is argued here that the NPS could be used as a measure of brand health if it provided an effective representation of consumer sentiment toward the brand. This research took a respondent perspective to examine if the NPS effectively captured the consumer’s sentiment. Using a questionnaire design, participants were asked to provide a response on an NPS scale, followed by which they were asked to explain why they gave that score. Therein, a sentiment analysis approach was applied and the open-ended responses were coded based on the type and strength of the attitude. The results indicate that at an overall level, the NPS captures the sentiment participants feel toward a brand. However, caution should be used when classifying participants into detractors, passives, and promoters.