Qualitative Insights . d e v r e Very few of the Insights leaders we talked to currently have any kind s e r s t of framework in place for measuring the ROI and business impact of h g i r l l A their work in a consistent manner. . k A Key Barrier to r o w t e N Insights ROI s s e n i s u Despite not having a framework, those Insights functions measuring B Measurement: ch r a their impact seem to have realized that measuring the ROI of Insights e s e R l is a “messy business”, requiring a mix of art and science. Where it is a b o l G No Framework in possible to measure a direct profit metric they are doing so, but e Th d n a Place where they cannot, they are using a wide range of other surrogate c. n I , measures to estimate the return on investment through business p u o t r r G o impact. p g e n i R t l y u d s u n t Co S 7 n 1 o 0 t 2 s 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 41 B Co