Key Findings

We measured how consumers around the world answered the Net Promoter® Score (NPS®) question when they like or dislike a company.

We found a wide range in responses across countries. When consumers like a company, the NPS ranges from 64 in India to -47 in Japan.  When they dislike a company, NPS ranges from -7 in India to -88 in Japan. The range of NPS between liking and disliking a company ranges from 41 in Japan to 137 in Brazil.

Data comes from the Qualtrics XM Institute Q1 Global Consumer Study, which surveyed 1,000 consumers online in each country (except for Hong Kong and South Korea) with quotas set for gender, age, and income to represent each country’s population.

Figures

Here are the figures in this Data Snapshot:

  1. Net Promoter Score (NPS) Analysis: Overall
  2. Net Promoter Score (NPS) Analysis: Australia
  3. Net Promoter Score (NPS) Analysis: Brazil
  4. Net Promoter Score (NPS) Analysis: Canada
  5. Net Promoter Score (NPS) Analysis: France
  6. Net Promoter Score (NPS) Analysis: Germany
  7. Net Promoter Score (NPS) Analysis: Hong Kong
  8. Net Promoter Score (NPS) Analysis: India
  9. Net Promoter Score (NPS) Analysis: Indonesia
  10. Net Promoter Score (NPS) Analysis: Japan
  11. Net Promoter Score (NPS) Analysis: Malaysia
  12. Net Promoter Score (NPS) Analysis: Mexico
  13. Net Promoter Score (NPS) Analysis: Philippines
  14. Net Promoter Score (NPS) Analysis: Singapore
  15. Net Promoter Score (NPS) Analysis: South Korea
  16. Net Promoter Score (NPS) Analysis: Spain
  17. Net Promoter Score (NPS) Analysis: Thailand
  18. Net Promoter Score (NPS) Analysis: United Kingdom
  19. Net Promoter Score (NPS) Analysis: United States
  20. Methodology

Note: Net Promoter, Net Promoter Score, and NPS are registered trademarks of Bain & Company, Inc., Fred Reichheld, and Satmetrix Systems, Inc.

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