Backup: relevance of CI to business decisions varies somewhat by sector Businessdecision CPG Fashion& Retail Health& Professional Consumer Non-CPG Othernon- 1 2 3 apparel wellness services services consumer CPG Strategic planning 89% 67% 77% 74% 71% 76% 78% 69% 89% 67% 77% 74% 71% 76% 78% 69% Brandpositioning 74% 81% 71% 63% 57% 48% 72% 62% 74% 81% 71% 63% 57% 48% 72% 62% Pricing strategy and tactics 71% 67% 63% 66% 43% 72% 39% 46% 71% 67% 63% 66% 43% 72% 39% 46% Marketing strategy, allocations, and tactics 69% 43% 49% 60% 64% 44% 61% 56% 69% 43% 49% 60% 64% 44% 61% 56% Consumer branding / brand equity 71% 67% 60% 54% 64% 48% 67% 64% 71% 67% 60% 54% 64% 48% 67% 64% Customer experience 51% 52% 66% 51% 64% 84% 67% 62% 51% 52% 66% 51% 64% 84% 67% 62% Promotional strategy, allocations and tactics 57% 52% 54% 57% 43% 52% 39% 41% 57% 52% 54% 57% 43% 52% 39% 41% . New product / service development and innovation 66% 43% 34% 54% 57% 40% 56% 51% d 66% 43% 34% 54% 57% 40% 56% 51% ve r e Communications / marketing messages 54% 48% 40% 40% 29% 40% 56% 44% s e 54% 48% 40% 40% 29% 40% 56% 44% r s t Customer service 26% 33% 46% 43% 50% 60% 56% 38% h ig 26% 33% 46% 43% 50% 60% 56% 38% r l Consumer engagement / relationship management 37% 43% 49% 34% 50% 40% 44% 41% Al . c 37% 43% 49% 34% 50% 40% 44% 41% n I Market / category / format entry 60% 43% 46% 54% 21% 12% 44% 38% p, u 60% 43% 46% 54% 21% 12% 44% 38% o Existing product /service improvements and category extensions 43% 33% 31% 40% 43% 36% 50% 36% Gr g n 43% 33% 31% 40% 43% 36% 50% 36% i t x l t u Portfolio strategy 54% 10% 14% 40% 57% 36% 33% 31% p s 54% 10% 14% 40% 57% 36% 33% 31% p n Co Innovation / R&D priorities and pipeline 54% 19% 20% 40% 21% 36% 50% 33% n _v23.o t t 54% 19% 20% 40% 21% 36% 50% 33% f s a Advertising campaign development 54% 19% 37% 31% 29% 24% 39% 31% r Bo _de 54% 19% 37% 31% 29% 24% 39% 31% t Th ghy sib n I 7 f # = % of respondents who see CI having some impact on processtoday o I 201 RO© 7 t 1. Includes mostly financial services 2. Includes consumer durables and electronics 3. Includes Automotive, Media/Entertainment, Travel and Tourism, Restaurants, and Telecom 1 h ig 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? y p 34 o Source: BCG ROI of insights survey, May 2017 (N = 187) 56 201707C