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  "documentTitle": "Project Spiritus Final report Market Study",
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      "text": "NPS score: 46",
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      "text": "Profoto is the leading premium brand, where high-end users aspire to get due to its high quality and prestige. - Executive at lighting distributor",
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      "text": "1. NPS calculated as = (%) of respondents scoring 9-10 – (%) scoring 0-6. (10 = Definitely, 0 = Never). Scale of 0-10 (10 = Definitely, 0 = Never), respondents filtered for only current users of the brand. Source: End-user web survey",
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      "kind": "title",
      "text": "...and has the highest NPS of the premium brands – despite that premium brand users are more demanding and critical; Godox has the lowest NPS of the key brands",
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