Net Promoter Score® (NPS) Question Type

The Net Promoter Score® (NPS) question is used to gauge customer, brand, or service loyalty.

The Net Promoter Score® (NPS) concept was developed by Bain & Company's founder of Loyalty Practice to measure customer loyalty. It is now used by organizations of all sizes. Net Promoter Score® can be best described as: "How likely is it that you would recommend _________ to a friend or colleague?"

A perfect score is 100. The closer you get to that number, the better your product or service is viewed.

How likely is it that you would recommend SurveyKing to a friend or colleague?

Not at all Likely

Extremely Likley


When to Use It

When you want to gauge loyalty to a brand or service.

Net Promoter Score® questions should be paired with a single text box or multiple choice question to collect details on why the respondent chose their score. This will enable you to filter the report and quickly see why respondents are loyal or not.

Options and Settings

For this question you can choose the following:

  • Require an answer (can not proceed until answered)


The score shows the overall brand/service loyality. Your NPS score can be compared to the global SurveyKing data for the past 6 months. The benchmark can help you determine whether or not you're above average in terms of loyalty.

Summary results include the total count and percentage of promoters, passives, and detractors. You can filter your survey results by any of these criteria.

net promoter score explained

Example Data

Promoters Passives Detractors Your NPS Score
4 1 1 50
SurveyKing Global Benchmark - Overall Average36
Lower Quartile14
Upper Quartile72