Companies who measure ROI or have mature CI functions are more satisfied with agency insights quality Satisfaction with the quality of insights in external consumer insight/market research vendors or partners . d e v Respondents (%) r e s e r s t h g i 11 r 16 l 17 l A 22 26 . k 31 r o w t 47 e N s s 41 e n i s u B ch 52 r 59 a e 53 s e R l a 60 b 55 o l G e Th 43 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 gh e 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 GR r Questions: A1: How satisfied are you with the quality of insights from your external consumer insight/market research vendors or partners? G y C p Source: BCG / GRBN ROI of Insights survey, May 2017 (N = 187) 71 B Co