The NPS measures how loyal users are towards a brand or product. The question used to determine their level of loyalty is: “How likely is that you would recommend “this brand / website / product” to a friend or colleague?” The NPS is calculated by using a 0-10 scale. Respondents are grouped in brand promoters (9-10), passives (7-8) and detractors (6-0). Subtracting the percentage of detractors from the percentage of promoters results in the Net Promoter Score. It can theoretically range from -100 to 100. The NPS’ average depends on the industry sector. If an organisation’s NPS is better than those of competitors, they will likely outperform the market.