foretunes14

foretunes14

#Foretoons is a collaboration between Forethought and Either Either (creative agency) providing a satirical commentary on marketing research themes.

Having conducted a longitudinal study of over 30 data sets spanning six services categories, all with third-party, independent change in market share data, our analysis revealed that there is an expansive disconnect between setting out to improve NPS and hoping that a tangible business outcome follows suit. Astute executives should demand to see the in-market evidence of the relationship between NPS and in-market performance (e.g. sales). Executives who make such a demand, will only receive correlations with NPS and within-survey attitudinal questions which do not translate to in-market behavior. There are lead indicators that do predict changes in marketing share and defection but, NPS is not amongst them.