• Companies who measure ROI or have mature CI functions are more satisfied with agency insights quality • As a result, the same groups are highly satisfied with the return on investment in these external research agencies . d e v r e s e r • Agencies tend to be involved in measurement with stage 4 s t h g i r l companies, leading to higher trust l A . k r o w t e • Agencies can begin to build trust in the transition activities N s s e n i Key Take-Aways: s after a project u B ch r a e s e • Agencies risk being pigeon-holed as technical specialists R l a Agency Involvement b o l G without moving into trusted advisory roles e Th d n a • Majority of companies have a desire for agencies to guide the c. n I , p u o measurement process t r r G o p g e n i R t l y u d s u n • To the benefit of agencies and partners, companies in stage 4 t Co S 7 n 1 o 0 t 2 s prefer to be bigger customers to their agencies o t B ghe i s Th In y f b o 7 OI 1 R 0 2 - © N B t h g i GRr G y C p 67 B Co