Majority of companies have a desire for agencies to guide the measurement process How could research agencies best help to improve the measurement of the impact of insights? . d e v r e s e r s % of respondents t h g i r l l A . k r o w t e N s Agencies have s e n i s u permission to take B ch r more active a e s e R l leadership on ROI a 48 b o l G measurement e 37 Th d n a c. n I , p u o t r r G o p g 9 e n 6 i R t l y u d s u n t Co S Provide a benchmark of KPIs Be proactive in suggesting I wouldn’t trust agencies to Be more open to link fees to 7 n 1 o 0 t 2 s o to measure the impact of methodologies of measuring measure the impact of the impact of the projects t B ghe i insights of specific projects the impact of insights insights of their own projects s Th In y f b o 7 OI 1 R 0 2 - © N B t h g i GRr G y C p Source: BCG / GRBN ROI of Insights survey, May 2017 (N = 187) 77 B Co