Qualitative Insights In companies where the ROI of Insights is measured, the internal . briefing document is a critical instrument. As a minimum, it defines d e v r e s e the business objectives, but even better the expected outcomes from r s t h g i the research. r l l A . k r o w t e N s s A second important factor importance is to have strong modelling e n i s u B How CI is capabilities in order to both forecast and measure the ROI of Insights. ch r a e s For example, in the area of strategic planning, a segmentation model e Measured Today R l a b o is often used as the base for measuring ROI, since it enables easy l G e Th comparison to what business outcomes would look like with or without d n a the model. In the area of marketing allocation and tactics, media mix c. n I , p u modelling is also an important tool, which Insights leaders are able to o t r r G o p g e n i use to demonstrate a clear ROI, especially in terms of increased R t l y u d s u n t Co marketing efficiencies. Modelling is also important when trying to S 7 n 1 o 0 t 2 s o measure the ROI from pricing research. 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 51 B Co