With senior executives on board and some process in place, key barriers remaining are addressable for CI teams . d e v What holds you back from defining success up-front, or measuring it ex-post, with more regularity and rigor? r e s e r s t h g i r l l A . k r Largest barriers to measuring Secondary concerns Not a large barrier today o w t e N s s • Difficult to do – studies are • Consumer insights distant • Not required by senior e n i s u B used in many different ways from business decision-makers executives ch r a e s e R l a • Difficulty in isolating impact • Business objectives not clearly • No agreed measurement b o l G of consumer insights defined process e Th d n a c. n I • Time lag between insight • Insufficient staff to measure • Not a priority / don't see the , p u o t r delivery and business results value r G o p g e n i R t • Lack of alignment on l y u d s u n t Co S important metrics 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 Particularly challenging - © N B t h g for Stage 1 companies i GRr G y C p Source: BCG / GRBN ROI of Insights survey, May 2017 (N = 187) 36 B Co