Beyond strategic planning and brand positioning, there is opportunity to better connect insights impact to key business decisions Business decision impacted by CI All respondents Stage 1 Stage 2 Stage 3 Stage 4 Key areas for potential  Strategic planning  72 59% 60% 84% 97% impact rarely seen in stage 1  Brand positioning 66 51% 64% 74% 77%  Pricing strategy and tactics  60 49% 57% 60% 80%  Marketing strategy, allocations, and tactics 57 46% 50% 66% 70% All rights reserved.  Consumer branding / brand equity 57 43% 56% 66% 60%  Customer experience 56 38% 50% 62% 80%  Promotional strategy, allocations and tactics 50 38% 50% 50% 63%  New product / service development and innovation 49 22% 43% 64% 73% esearch Business Network.  Communications / marketing messages 45 30% 40% 60% 53%  Customer service 39 35% 34% 42% 50% The Global R  Consumer engagement / relationship management 39 19% 40% 48% 47%  Market / category / format entry 37 22% 34% 42% 57%  Existing product /service improvements and category extensions 37 22% 34% 52% 40% eport  Portfolio strategy 35 27% 29% 46% 43%  Innovation / R&D priorities and pipeline 35 16% 26% 50% 53%  Advertising campaign development 35 38% 24% 44% 40% The Boston Consulting Group, Inc. and Respondents (%) Question: For which of the following business decisions are consumer insights – traditional research or commercial advanced analytics/big data – used today in an impactful way? Source: BCG / GRBN ROI of Insights survey, May 2017 (N = 187) 16 BCG GRBN - ROI of Insight 2017 Study RCopyright © 2017 by