Traditional NPS struggles to explain recommendation in complex durables. For ducted AC, experience forms across awareness, consideration, purchase, installation, use and after-sales. The brand needed a task-based measure system that could quantify brand-versus-competitor gaps, explain root causes and determine where resources should go first.
Every step reproducible
- 01
Rebuild NPS from user jobs
Upfront interviews mapped core jobs across purchase and use, translating experience drivers into a JTBD-NPS measurement system.
- 02ezTest
Compare brand and competitors with 720 responses
Quantitative research covered audience, brand performance, product-service satisfaction and a five-stage journey, quantifying recommendation gaps and drivers.
- 03ezTalk
Validate causes online and in home
131 online interviews validated key opportunities and their causes, while 12 home visits returned to real installation and usage contexts to uncover unmet needs.
- 04
Set improvement and innovation priority
Importance, performance and KANO need level were combined to distinguish must-solve issues, differentiation opportunities and basic maintenance, then translated into product, service and marketing actions.
- 720 + 131 + 12quantitative, online qualitative and home-visit evidence formed one loop
- 全旅程five stages from awareness to after-sales entered JTBD-NPS
- 重要性 × 表现 × KANOone framework set improvement and innovation priority
- 三类行动must-solve, differentiation and basic-maintenance actions distinguished