Net Promoter Score

June 2012

Research Objectives

1. BUILD A BRAND DRIVER EQUITY MODELQuantify to what extent different attributes contribute to a high NPS

for a brand

2. MEASURE NPS EFFECT OF PREMIUM OUTDOOR

Quantify NPS (& brand equity) movement amongst commuters

seeing Premium Outdoor

Which statements drive NPS

127121

110107

105103

101101101100

989797

959493

8884

79

Is a brand I loveIs a brand I aspire to own

Is an exciting brandIs a desirable brand

Is an innovative brandIs a trustworthy brand

Is a stylish brandOffers great value for money

Are industry leadersIs a reliable brand

Is a powerful brandAre experts in what they do

Is straightforward and down to earthIs a confident brand

Is a modern brandIs a successful brand

Is uniqueIs a premium brand

Is an iconic brand

Source: The Brand Promoter Study 2012 (JCDecaux/Boxclever)

The higher the statement in the

list, the more likely it is that a consumer who

agrees with that statement about a brand will then

go on to recommend that

brand

Premium Outdoor and NPS

Across four different campaigns over four different categories. The likeihood of recommending each brand was test – those who had

been exposed to Premium Outdoor vs those who had not

Premium Outdoor shifted the same attributes that are most likely to shift NPS (4 out of the top

5)

Control Test Recognised

Movement

A Brand I Love 4.9 6.0 +21%

A Brand I Aspire To Own 5.2 6.2 +19%

An Exciting Brand 5.7 6.4 +13%

A Unique Brand 5.7 6.4 +13%

An Innovative Brand 5.9 6.6 +13%

123

175

Source: The Brand Promoter Study 2012 (JCDecaux/Boxclever)

The end result…

Brand Promoters

10%

19%

Commuters Premium Outdoor

Premium Outdoor delivers x2 Promotion

‘Brand Promoters’ - those who

score a brand 9 or 10 out of 10

on NPS question

Source: The Brand Promoter Study 2012 (JCDecaux/Boxclever)