Stage 4 companies also increasingly see impact across variety of decisions Indexed # of business decisions affected by CI in majority of companies within stage . d e v r e 8 s e r s t h g i r l l A . k r 6.0 o w t 6 e 5.5 N s s e n i s u B ch r a e s 4 e R 3.5 l a b o l G e Th d n a 2 c. n I , p 1.0 u o t r r G o p g e n i R t l y u d s 0 u n t Co S 7 n 1 o 0 t Stage 1 Stage 2 Stage 3 Stage 4 2 s o t B gh e i Basis of index s Th In y f b o 7 OI 1 R 0 2 - © N B t h g i GR r Question: For which of the following business decisions are consumer insights – traditional research or commercial advanced analytics/big data – used today in an impactful way? G y C p Source: BCG / GRBN ROI of Insights survey, May 2017 (N = 187) 34 B Co