Consumer/Customer Insights (“CI”) stages of maturity based on integration into business as well as influence and focus % of Companies 15% 5% 48% 33% STAGE 4: 4 Stages of STAGE 3: Source of STAGE 2: Strategic Competitive Maturity Model STAGE 1: Business Insights Partner Advantage Traditional Contributor Market • Focused on • Focused on foresight, Research innovative, and new It’s hard to support customer centricity or other strategic initiatives if Insights’ strategic, real-time, Provider • More strategic focus and improving launch role within the broader organization isn’t valued. • Focused on real- existing The BCG, Yale CCI, and Cambiar2015 Consumer Insights Benchmarking Study time and optimizing • Corporate leader identified 4 stages of maturity for an Insights function. • Mostly tactical existing • Trusted advisor for line • Learning organization; Very few Insights functions are at stages 3 or 4 – most teams are only at • Focused on • Collaboration with significant budget and stages 1 or 2. hindsight business • CI with knowledge control base, point of view, • Service provider • CI with input; Line and budget • Enterprise perspective Those functions in stages 3 and 4 are more likely to measure their ROI – with decision • Cross-functional • Strategic CI activities the impact Insights is having on the business. As a result, they’re also more • Order-taking in-house likely to have growing resources at their disposal and more respect within their without own • Commercial • Significant CI organizations. They have resources to deliver more value and a seat at the budget functions activities • Consistent ROI decision-making table. More Impact means career advancement, bigger • Mostly Marketing • Significant CI outsourced measurement and budgets, and success for the industry as a whole. scope activities continuous outsourced • Frequent measurement of So agencies, suppliers, and client-side Insights functions, have a stake in • Significant CI quantitative ROI continuous programs moving Insights teams up the maturity scale. activities • Inconsistent or measurement of outsourced qualitative ROI projects • Agencies/firms used in measurement measurement of CI • No/little ROI • Measurement by ROI measurement • Measurement by CI internal team team members outside Use BCG’s self-assessment to score your Insights function. Learn which stage you’re in, of CI what’s going well, and where to improve here. Source: BCG/GRBN ROI of Insights survey, May 2017 (n=187) 5