Aparna Bharadwaj joined Boston Consulting Group in 2009. She leads the firm’s Center for Customer Insight across emerging markets, and the Marketing, Sales & Pricing practice in Southeast Asia. She is also a core member of BCG’s Public Sector and Consumer practices.
Aparna has 16 years of experience in Marketing and Sales across various consumer industries. In consumer goods, Aparna has worked with local and multinational companies in Southeast Asia on a wide range of operational, sales, and marketing topics. Specifically, she has expertise in growth strategy, customer analytics, route to market, sales and distribution excellence, operational excellence, and portfolio analysis.
Aparna also has extensive experience working on the topic of economic development, particularly productivity and future skills in Singapore and Malaysia. She has worked with many public sector clients, including ministries and government agencies.
Prior to joining the firm, Aparna held several leadership roles at Coca-Cola, including brand management and trade marketing.
A nuanced understanding of what really drives buying decisions in the post-COVID-19 world is crucial to maximizing share in a target market.
Six months since our initial consumer sentiment survey, behavioral patterns are starting to take shape.
China has been managing the coronavirus much longer than the rest of the world. What do its consumers’ plans and behaviors reveal about the post-pandemic future?
Several trends we identified a month ago have endured, while important and potentially lasting shifts in consumer thinking and behavior are also becoming apparent.
E-wallet use is soaring in one of the world’s great growth zones. As competition intensifies, the stakes for both banks and new digital finance entrants are huge.
消費者の心理や行動は、新型コロナウイルスにより大きく影響を受けています。そして、アナログな交流が制限されるなか、デジタルは必需品の購入や他者とのつながりを可能にし、世界はさらなるデジタル化へと進みつつあります。この論考では、日本、オーストラリア、インドの消費者心理と支出への影響、そしてデジタルへのシフトについて掘り下げます。
Australia, Japan, and India entered lockdown at different times and under very different circumstances. Here’s how consumers in these countries—and elsewhere—assess their prospects.
Consumers in emerging markets are both fearful and guardedly optimistic. This yin-and-yang tension is shaped by the character of these vibrant but complex markets.
Our most recent survey of consumer attitudes around the world reveals some striking generational differences in expectations about future spending.
Most Western countries are seeing reduced spending expectations as the pandemic spreads, but consumers in China and India express greater optimism, and Italy may be turning a corner.
