On average, other single-question metrics can overstate detractors by 260%.
ForeSee continues to conduct extensive research to collect satisfaction and WoMI scores for hundreds of private companies across industries.
According to the measurement methodology behind the “how likely are you to recommend” question, anyone who answers 1-6 when asked is labeled a detractor. According to WoMI, anyone who answers a 9 or 10 when asked “how likely are you to discourage people from doing business with this company?” is a detractor. By subtracting WoMI detractors from “detractors” calculated by the single-question metric and dividing by WoMI detractors, we see just how much the “likelihood to recommend” question alone overstates detractors across companies and industries.
Top 100 Brands, Fall 2013 - In August of 2013, ForeSee measured satisfaction, WoMI, and "likelihood to recommend" scores for Interbrand’s 2012 list of the top 100 brands. This research shows that the single-question "likelihood to recommend" methodology lacks the accuracy and actionable insights company leaders need by overstating detractors for the biggest brands by 780% on average. Read More
Top 100 Brands - In April 2013, ForeSee measured satisfaction, WoMI, and "likelihood to recommend" scores for Interbrand's 2012 list of the top 100 brands. The research is illuminating. On average, the single-question "likelihood to recommend" methodology can overstate detractors for the biggest brands by 299%. Read More