Respondents whose companies attempt to measure ROI have higher perception of return & satisfaction, likely due to up front alignment on resource allocation Respondents whose companies do not measure CI impact . d e v r e have lower perception of return … … and lower intense satisfaction s e r s t h g i r Respondents(%) Respondents(%) l l A . k r o w t e 83 N 80 s s e n i s u B 61 68 30 ch 36 r 61 a e 52 s e R l a b o l G e Th d n a c. n I , p u o t r r G o p g e n i R t Do notmeasure Domeasure Do notmeasure Domeasure l y u d s u n CIimpact CIimpact CIimpact CIimpact t Co S 7 n 1 o 0 t 2 s o t B ghe i CI provides a highROI Satisfaction with ROI on company’sCI s Th In y f b o 7 Strongly agree Agree Very satisfied Satisfied OI 1 R 0 2 - © N B t Note: Do measure CI impact respondents answered “strongly agree” or “agree” to the question “we measure the impact of our consumer insight”. Do not h g i GRr measure CI impact respondents answered “neutral,” “disagree,” “strongly disagree,” or “doesn’t apply” G y 12 C p Source: BCG, Yale CCI, and Cambiar 2015 Consumer Insights Benchmarking Study 14 B Co