Beyond strategic planning and brand positioning, there is opportunity to better connect insights impact to key business decisions Business decision impacted by CI All respondents Stage 1 Stage 2 Stage 3 Stage 4 . d Strategic planning 72 59% 60% 84% 97% e v r Key areas for potential e s e Brand positioning 51% 64% 74% 77% r 66 impact rarely seen in stage 1 s t h g i Pricing strategy and tactics 60 49% 57% 60% 80% r l l A . Marketing strategy, allocations, and tactics k 57 46% 50% 66% 70% r o w t Consumer branding / brand equity 43% 56% 66% 60% e 57 N s s e n Customer experience 38% 50% 62% 80% i 56 s u B Promotional strategy, allocations and tactics 38% 50% 50% 63% ch 50 r a e s e New product / service development and innovation 22% 43% 64% 73% R 49 l a b o Communications / marketing messages 30% 40% 60% 53% l 45 G e Th Customer service 39 35% 34% 42% 50% d n a Consumer engagement / relationship management 19% 40% 48% 47% c. 39 n I , p 22% 34% 42% 57% u Market / category / format entry 37 o t r r G o p g 22% 34% 52% 40% e n Existing product /service improvements and category extensions 37 i R t l y u d s 27% 29% 46% 43% u n Portfolio strategy t Co 35 S 7 n 1 o 0 t Innovation / R&D priorities and pipeline 16% 26% 50% 53% 2 s 35 o t B gh e i Advertising campaign development 38% 24% 44% 40% s Th 35 In y f b o 7 OI 1 R 0 2 Respondents (%) - © 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) 55 B Co