The ultimate question

According to US brand owners the ultimate question they want the answer to is 'How likely would you be to recommend my brand'?

The net promoter score was mentioned three times in the course of two days by some of the world's biggest marketers at the recent Association of National Advertisers' (ANA) Masters of Marketing event.

If you don't know how it's calculated, it goes like this. People are asked to choose a number between 1 and 10 where 1 is low. People who choose between 1 and 6 are called detractors. Those choosing 7-8 are passives. Only those choosing 9 or 10 are considered to be promoters.

So how do you work out the score? You subtract detractors from promoters. Simples.