We at 'We Love Feedback' are often asked which is better, an Emoji feedback or Net Promoter Score (NPS). It was for this reason that we decided to conduct an experiment looking comparing the two different scales. Specifically, what scale do people prefer and more importantly which gives businesses the most accurate measure of how customers found their experience. 

To conduct the experiment we set up a 'We Love Feedback' kiosk in a couple of different locations. We then approached those people that chose to use the Emoji kiosk and give feedback on their experience. Having already given their feedback using the emoji scale we asked these people to give their feedback using NPS 0-10 scale and a 7 point likert scale. There were a number of key findings from the experiment:

1. The Emoji scale was the most easily understood scale of all, as the faces and colours worked for people of different nationalities and also was more easily understood by people who were visually impaired.
2. The Emoji faces was also a more enticing and fun way to ask a question
3. Most importantly for us at 'We Love Feedback' people reported that the emoji scale more accurately reflected how they felt about their experience. It was a way for them to record their feelings as opposed to their thoughts (NPS).

In summary, the majority of people preferred using the emoji scale to provide feedback as opposed to NPS or the likert scale. They felt that for most situations a scale of 5 was more than accurate enough and the NPS 0-10 scale was simply too detailed. Most people converted the numbers into a percentage and so went that giving a 10 was like giving something 100% and no-one ever gets 100% for anything. Finally for business in tourism who are dealing with people for whom english is a second or third language the emoji scale was great for over coming the language barrier. People with very little english easily understood the emoji scale.