New Firm SCORE Metrics Aims for a Better NPS

In the US, former TNS and Lynx Research Consulting exec Chris Hauck has launched a new agency, SCORE Metrics, which aims to improve on traditional NPS methods by setting responses in a competitive context.

Hauck (pictured) is based in Longmont, Colorado and has worked in MR since 1987. He spent five years on the client side as an MR Manager at GTE (now part of Verizon), but has otherwise focused on the supply side, including spells at The MARC Group and TNS (now Kantar). He started his own firm, Lynx Research Consulting, in 2000, and sold his shares in it nineteen years later to start another business, HauckEye. This focuses on using methods Hauck has developed to answer complex research problems, including Sort and Score, described as an improvement on MaxDiff; CX analysis tool Points of Truth; and immersive ethnography.

SCORE Metrics aims to improve on traditional NPS programs, which provide an index score but no understanding of how that relates to competitors: 'Not much use' says Hauck. SCORE adds competitive context to help companies understand how important performance is relative to business health and competitive positioning.

Hauck says he has heard 'so many complaints' from people using NPS to evaluate their organizations 'because NPS is relatively unstable'. He explains: 'This is driven by two things: the instability of using a Likert scale measure to understand consumer preferences and the fact that NPS is set in a non-competitive environment. When respondents use a more complex exercise to differentiate brand preference (likelihood to recommend) in a competitive context first, the NPS process is more powerful and more accurately reflects real consumer attitudes and likely behavior'.

Web site: www.hauckeye.com .