Management consultant Frederick Reichheld was looking for an alternative to the long questionnaires in market research. He wanted to be able to measure satisfaction and brand loyalty in an easy and fast way, without compromising on the quality of the research. That is why he created the Net Promoter Score (NPS) in 2003.1 This measurement tool would make it possible to measure loyalty on the basis of just one question: 'How likely is it that you would recommend this brand to family and friends?'. Easy? Check. Quickly? Check. This means that sixteen years later, the NPS is still a widely used tool in many different types of research. But what exactly does the NPS say? And does this score make an extensive questionnaire superfluous?Read more "What does the Net Promoter Score (NPS) say?"