Net Passion Score

The Net Passion Score™ shows how emotionally connected customers really are with your category and brand.

Emotional connection varies widely between product categories. Generally speaking, people are highly engaged emotionally with automobiles and far less so with the gasoline that goes in them. But emotional engagement also varies widely from brand to brand within categories (depending, frankly, on what kind of job the marketing team is doing).

The Net Passion Score synthesizes your whole audiences’ whole emotional experience, balancing the positive emotions - as revealed by Resonance Research® - that some people may feel about specific aspects of a product (“My Dad drank this brand of beer and that’s good enough for me”) with the negative ones they may feel (“I don’t like green beer bottles. Just an opinion. That’s all.”) and produces a single metric that’s highly predictive of sales success and customer loyalty.

To paraphrase our own four-word sales pitch, “increase your Net Passion Score, increase your profit.”