Agencies tend to be involved in measurement with stage 4 companies, leading to higher trust How would you describe the role of the research agencies in I trust my company's external consumer insight/market . research vendors/partners d the measurement of the impact of insights? e v r e s e r % of respondents % of respondents who agree s t h g i r l l 100 100 A . k r +24 o w t e N s s 80 80 e n i s u B ch r 40 a e 60 60 s e R l a b o l G 30 e 40 40 78 Th 73 d n a 57 c. n 51 I , 43 p 20 20 u o t r r G 30 o p g e n i R t l y u d s u n 0 0 t Co S 7 n 1 o 0 t Stage 1 Stage 4 2 s o t B Stage 1 Stage 2 Stage 3 Stage 4 ghe i s Th In y Very involved f b o 7 OI 1 R 0 Somewhat involved 2 - © N B t h g i GRr G y C p Source: BCG / GRBN ROI of Insights survey, May 2017 (N = 187) 74 B Co