As a result, the same groups are highly satisfied with the return on investment in these external research agency Satisfaction with the return on your company’s investment in external consumer insight/market research vendors or partners . d e v Respondents (%) r e s e r s t h g 9 9 i 10 r 13 14 l 20 l A . k 30 r o w t e N s 30 s e n i s 52 u B 56 60 ch 66 r a e s 62 e R l a b o 60 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 l y u d s u n t Co S All respondents Actively Don’t actively Stage 1 Stage 2 Stage 3 Stage 4 7 n 1 o 0 t 2 s measure ROI measure ROI o t B ghe i s Th In y f b o 7 OI 1 R 0 Very satisfied Somewhat satisfied Neutral Somewhat unsatisfied Very unsatisfied 2 - © N B t h g i GRr Questions: A2: How satisfied are you with the return on your company’s investment in external consumer insight/market research vendors or partners? G y C p Source: BCG / GRBN ROI of Insights survey, May 2017 (N = 187) 72 B Co