Case Study: Tough Mudder achieves 90% reduction in manual coding and faster Net Promoter Score reporting with Lexalytics

Tough Mudder and Lexalytics team up to conquer an analytics obstacle

Tough Mudder, the global endurance-event and team‑building company, needed a faster way to turn voluminous, qualitative post-event survey responses into actionable Net Promoter Score (NPS) insights. To address the scale (about 2,000 surveys per each of 78 events) and contextual sentiment nuances, Tough Mudder partnered with Lexalytics and adopted the Semantria for Excel Add‑In with English and German dictionaries.

Lexalytics implemented Semantria with custom queries and dictionaries that treat event‑specific words (e.g., “challenging,” “fear”) appropriately, allowing automated sentiment and theme extraction. As a result, Tough Mudder now processes roughly 156,000 surveys per season, reports NPS within a week of each event, and has reduced manual coding by 90%.

Tough Mudder

Sydney Friedkin

Tough Mudder