Customer Insights

Customer Insights

With rich customer insights—and the right strategy to act on them—leaders can capture growth opportunities and solve pressing business problems. BCG’s Center for Customer Insight leverages a combination of customer behavior knowledge, deep databases of insights, extensive partnerships with market-leading digital innovators, and our unique methodology for turning insights into actionable imperatives to bring value to our clients.

More than 75% of CEOs, presidents, and chief operating officers believe customer insight is critical to accelerating growth, but very few companies use—or even have—all the customer information available before making major decisions. More importantly, most companies find it challenging to interpret insights and distill them into actionable and business-relevant imperatives. And despite the common misconception, customer insight programs are not just for consumer-focused organizations. B2B and B2C companies in industries from health care to energy can unlock dramatic growth through this data and achieve larger business goals.

How BCG Turns Customer Insight into Sustainable Advantage

BCG research shows that 80% of companies have only the most basic customer insight tools and capabilities, and they underuse what little they have. BCG’s Center for Customer Insight team is experienced in BCG’s unique hypothesis-driven approach to converting insights into action. We are the engine behind BCG’s innovative customer-centric programs, powering our partnerships with clients in areas such as marketing, sales, and pricing.

Whereas the typical approach to capturing customer insights includes research disconnected from strategy, as well as analysis that attempts to answer a given question, we carefully integrate research into broader strategic decision making and inform the most important executive-level questions. And instead of leveraging a massive volume of data from multiple sources, our customer insight experts—consultants who bring strong business acumen to every project—prioritize the data that will best solve the problems at hand.

We conduct our own quantitative and qualitative research—often using proprietary BCG tools and techniques, such as MindDiscovery and demand-centric growth, combined with state-of-the-art digital listening tools—to discover the most pertinent information related to customer behavior and thinking. We generate foundational customer insights for industries and markets that do not have institutional or syndicated information already.

These methods enable us to help clients with the following:

Consumer Solutions

Product and Brand Solutions

Growth Solutions

Our Client Work in Customer Insights

Our customer insight consulting team has delivered the benefits of customer insights in more than 4,000 client cases, across 50-plus countries, representing more than 40% of Fortune Global 100 companies. Examples of our work include:

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Customer Insights