Net Promoter Score June 2012. Research Objectives 1. BUILD A BRAND DRIVER EQUITY MODEL Quantify to what extent different attributes contribute to a high.

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Presentation transcript:

Net Promoter Score June 2012

Research Objectives 1. BUILD A BRAND DRIVER EQUITY MODEL Quantify to what extent different attributes contribute to a high NPS for a brand 2. MEASURE NPS EFFECT OF PREMIUM OUTDOOR Quantify NPS (& brand equity) movement amongst commuters seeing Premium Outdoor

Which statements drive NPS Source: The Brand Promoter Study 2012 (JCDecaux/Boxclever) The higher the statement in the list, the more likely it is that a consumer who agrees with that statement about a brand will then go on to recommend that brand

Premium Outdoor and NPS Across four different campaigns over four different categories. The likeihood of recommending each brand was test – those who had been exposed to Premium Outdoor vs those who had not

Premium Outdoor shifted the same attributes that are most likely to shift NPS (4 out of the top 5) ControlTest RecognisedMovement A Brand I Love % A Brand I Aspire To Own % An Exciting Brand % A Unique Brand % An Innovative Brand % Source: The Brand Promoter Study 2012 (JCDecaux/Boxclever)

The end result… Brand Promoters 10% 19% Commuters Premium Outdoor Premium Outdoor delivers x2 Promotion ‘Brand Promoters’ - those who score a brand 9 or 10 out of 10 on NPS question Source: The Brand Promoter Study 2012 (JCDecaux/Boxclever)