Net Promoter Scores Might Not Be As Accurate As You Think (INFOGRAPHIC)

We’re all familiar with NPS, or net promoter scores. They help PR determine how to get the word out about a client’s products online–and they’ve only grown more important as brands look high and low (and all over Vine and Instagram) to find new promoters/brand advocates.

Yet, according to the people at predictive analytics company Sparked (who compiled recent research), the NPS might not be quite as reliable as you think.

Infographic after the jump.

In summary, it seems that conventional NPS analysis may be overemphasizing the influence of both the “promoters” and the “detractors”: happy folks can’t be relied upon to promote and dissatisfied customers will always skew the data.

What