NPS Deep-Dive: Beyond the Score
Follow up on NPS scores with voice interviews that reveal the emotional truth behind the number. Understand why a 7 is not the same as another 7.
Research Goal
Understand the emotional drivers behind NPS scores across segments, particularly in the 6–8 range where intent is ambiguous.
Objectives
- 1.Identify the emotional reasons behind passive scores (6–8)
- 2.Surface what promoters genuinely value vs. what they say out of habit
- 3.Detect detractor frustrations that are not captured in the open-text NPS field
Interview Questions
Voice-first questions following the Voice Question Blueprint: time anchor, one clear ask, neutral guardrail.
You recently gave us a score. Without worrying about the number, tell me in your own words how you feel about working with us right now.
Maps to: Identify the emotional reasons behind passive scores (6–8)
Think about the last time you told a colleague about our product. What did you actually say? The real version, not the polished one.
Follow-up probe:
What was their reaction?
Maps to: Surface what promoters genuinely value vs. what they say out of habit
What is the one thing that, if we fixed it, would move your score up by 2 points?
Maps to: Detect detractor frustrations that are not captured in the open-text NPS field
Think about the last interaction you had with our team, whether support, sales, or customer success. How did that go?
Maps to: Identify the emotional reasons behind passive scores (6–8)
If you had to describe our product to someone in one sentence, what would you say?
Maps to: Surface what promoters genuinely value vs. what they say out of habit
What to Look For in the Results
Passives who sound enthusiastic (potential promoters held back by one fixable issue)
Promoters who sound flat or rehearsed (habit-based loyalty, not genuine advocacy)
Detractors who express frustration vs. resignation (different retention strategies needed)
Consistent themes that cross NPS segments
Ready to Run This Study?
Experience a voice interview yourself first. Talk to Emma for 3 minutes and see how it feels.
Start 3‑Minute Live Test Drive