Rethinking NPS: Uncovering Hidden Variations in Global Market Research

In today’s interconnected business landscape, organisations conducting global market research must go beyond surface-level figures. This article explores why the widely used Net Promoter Score (NPS) can vary dramatically across regions, channels and cultural contexts—and how to decode those differences for actionable insight. We examine the challenges of benchmarking NPS in a global market research environment, highlight common pitfalls, and offer practical strategies to ensure your cross-border data tells a true story.

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