Limited budget, insufficient resources, and lack of clear ROI most limit experimentation with CI innovation Barriers to experimenting with innovation in CI and big data/customer analytics . (%) d e v r e s e r s t 51 h g i r l l A . k 41 r 40 o w t 35 e 34 34 N 32 s s e n i s u B ch r a e s e R l a b o l G e Th d n a Limited budget Lacksufficient Unproven ROI Short-termfocus Competing Cost-containment Cost of individual c. n I , p staff priorities culture studies cost- u o t r r G o prohibitive p g e n i R t l y u d s u n t Co Resourcing Proof of concept Lack of commitment S 7 n 1 o 0 t 2 s o t B ghe i s Th In y f b o “Biggest barriers to innovation are resources, both time and money. A lot of times there’ll be [a need for] 7 OI 1 R 0 2 - 1 © N an innovation project but it can't find a home.” B t h g i 1. National Sales Manager, Automotive company GRr G y Source: BCG, Yale CCI, and Cambiar 2015 Consumer Insights Benchmarking Study 9 C p 11 B Co