Respondents whose companies attempt to measure ROI have higher perception of return & satisfaction, likely due to up front alignment on resource allocation Respondents whose companies do not measure CI impact have lower perception of return … … and lower intense satisfaction Respondents (%) Respondents (%) All rights reserved. 80 83 68 61 30 36 52 61 esearch Business Network. bal R The Glo rt epo Do not measure Do measure Do not measure Do measure R CI impact CI impact CI impact CI impact CI provides a high ROI Satisfaction with ROI on company’s CI he Boston Consulting Group, Inc. and T Strongly agree Agree Very satisfied Satisfied Note: Do measure CI impact respondents answered “strongly agree” or “agree” to the question “we measure the impact of our consumer insight”. Do not measure CI impact respondents answered “neutral,” “disagree,” “strongly disagree,” or “doesn’t apply” Source: BCG, Yale CCI, and Cambiar 2015 Consumer Insights Benchmarking Study 12 7 BCG GRBN - ROI of Insight 2017 Study Copyright © 2017 by