Qualitative Insights . d e v r e The role of the research and the time horizon should also dictate the s e r s t relevancy of quantitative ROI over qualitative ROI measures. h g i r l l A Megatrends or 10+ year timeframes are hard to measure in terms of $ . k r o w ROI. They can, however, be measured in terms of behavioral moves t e N s s e sourced from public (Census, eg,) private (enterprise's data), or third n i s u B Setting up for party (eg, syndicated data, panels, etc.) ch r a e s e success R l a b o l G Insights maturation and integration cannot be only pushed bottom up. e Th d n a It has to also be pulled top-down, and it is insufficiently pulled top- c. n I , down today other than by the CMO. 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 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 44 B Co