Although innovation is a strategic priority for a large part of companies, the measurement of Return on Investment (ROI) in innovation is still a challenge for many organizations. According to the study "ROI in Innovation – Benchmark Report 2025, carried out by Match IT, with the support of ABES, Hotmilk, NR7 and Octua, more than half of the companies that track ROI achieve a return of over 30% in less than two years. However, 30% of companies still do not have structured mechanisms to measure these results
The survey heard from executives from various sectors between February and March 2025, and pointed out that the average maturity of innovation initiatives in the Brazilian market is only 2,7 on a scale of 1 to 5. Although 88% of respondents claim to have teams dedicated to innovation or R&D (research and development), only 27% have a centralized area for governance and monitoring of results
"ROI management is essential to provide visibility into the impact of initiatives and justify investments". He helps to quantify the gains in numbers and to demonstrate that innovation pays off, whether through direct savings, revenue increase or operational improvement, highlights Rose Ramos, Founder & CEO of MatchIT
The data also revealed that the main motivation for innovation in companies is the gain in efficiency (70%), followed by the development of new products and channels (48%). Open innovation, with collaboration between startups and research institutes, is present in 43% of companies. But, only 36% seek transformative or disruptive innovations, and social innovation, focused on ESG practices and environmental impact, appears in only 25% of cases
The research also indicated that 66% of executives expect a return on investment in innovation within two years. Among the main challenges reported, there is difficulty in aligning cost-benefit in long-term projects (41%), the absence of adequate financial models for innovative initiatives (26%) and internal cultural resistance, that pressures for immediate results (25%)
Although 71% of companies apply financial metrics to evaluate innovation, the management of ROI is still incipient: 52% of companies started measuring this indicator less than two years ago, and only 5% have been doing this for more than five years. Among the most adopted metrics are cost savings and hours worked (48%), payback of the investment (30%) and traditional indicators such as Net Present Value (NPV) and Internal Rate of Return (IRR) (25%). Another critical point identified is the lack of advanced technological tools for monitoring: more than half of the companies (57%) still use traditional methods, such as Excel spreadsheets and PowerPoint presentations, to consolidate ROI data
Even in a scenario of challenges, 61% of companies indicate that investments in innovation are expected to grow in 2025, driven by technological advances such as AI, 5G and blockchain, in addition to the growing demands of consumers and the macroeconomic scenario. Innovation is essential for the competitiveness and growth of companies. Technological advancements and the need to adapt to the market make investment in innovation a priority, concludes Rose Ramos
The complete report is available for consultation in thislink.
