I decided to tap into the energy surrounding the U.S. presidential election by doing a Net Promoter Score (NPS) analysis. In Temkin Group’s latest U.S. benchmark survey that we fielded in August, we asked a number of questions about the candidates and blended that data with our rich demographic and attitudinal data.
In this first post of the series, I am examining overall NPS for the candidates and the difference across age groups. I also looked at the percentage of promoters by gender, ethnicity, and level of education. As you can see in the infographic below:
- NPS scores are very low for both candidates (-57% for Romney and -33% for Obama), as the percentage of Detractors more than doubles Promoters.
- Obama has more support from all age groups 64 and younger while Romney has more support from consumers that are 65 and older.
- Obama has a more sizable lead with females than with males.
- Both candidates have about the same support from Caucasians, but Obama has more than a two-to-one advantage with Asians, Hispanics, and African-Americans.
- The gap with African-Americans is immense. With this group, Obama has an NPS of +39% while Romney’s is -87%.
- Obama’s advantage in Promoters is about the same for consumers with or without college degrees.
The bottom line: Obama leads across most demographics, but NPS is awful for both candidates.
P.S. See additional information on NPS on our VoC resource page