Impact & Expertise

Center for Consumer and Customer Insight

Understanding what matters to customers and what drives their behavior is essential to creating competitive advantage. BCG has long recognized the importance of this area; in fact, we created the Center for Consumer and Customer Insight specifically to uncover insight that translates into actionable strategies with economic impact.

Through our team of dedicated experts and trained consulting staff, we conduct our own quantitative and qualitative research—often using proprietary techniques—to discover the most pertinent information related to customer thinking and behavior. We have also amassed a rich set of proprietary data on consumers around the world, with a particular focus on emerging economies.

The Center for Consumer and Customer Insight is sponsored by BCG's Marketing and Sales and Global Advantage practices.Read More 


  • Carol Liao
  • Senior Partner & Managing Director
  • Hong Kong
More on our Experts

Impact Stories

  • A New Positioning Strategy for a Health Care Player
  • Learn how customer research uncovered the best way to educate and raise awareness about a pharmaceutical product.
  • read more
  • Deep Consumer Insights for a Financial Institution
  • See how BCG used consumer research and a unique “branch lab” pilot to improve a financial institution’s product offering.
  • read more

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Center for Consumer and Customer Insight Publications

  • Brands Need Friends
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