For the second year in a row, NMTA hired GMA Research, a leading consumer research firm based in Bellevue, WA, to conduct guest feedback surveys with Seattle Boat Show attendees. In all, a total of 2,100 guests completed the survey, which is 6.3% of those attended, an excellent response rate and one that exceeds industry benchmarks according to Don Morgan, senior partner, GMA. A sample of 2,100 carries a maximum statistical error of only 2.2%, which is very highly accurate to reflect the entire show attendance.
While GMA is still analyzing all the data, they have given us a sneak peek at some of the findings and we’re pleased to share one exciting metric. As part of the research, GMA asked show attendees, “How likely are you to recommend the Seattle Boat Show to friends, relatives, colleagues who have an interest in boating, fishing and other water sports?” Known as a Net Promoter Score (NPS), this is the world’s leading metric for measuring customer loyalty and satisfaction.
An NPS of 30 or more indicates that a company/organization is doing great. An NPS over 70 means your customers love you.
The Seattle Boat Show’s Combined Net Promoter Score from 2023 guests was an impressive 72%. We would have been happy to have a similar score for 2024. Instead, it increased to a remarkable 81! Bain & Co., the source of the NPS system, suggests that above 50 is excellent, and above 80 is world class.
