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It is essential to understand the voice of the customer and integrate it into business decisions—not to get ahead but to keep up in the first place. Lara Koslow explains how BCG's Center for Customer Insight can help your company lead the charge on consumer research.

Lara Koslow is global leader of Boston Consulting Group’s Center for Customer Insight and part of the firm’s global Marketing, Sales & Pricing leadership team. She is the former global co-leader and North American leader of BCG’s marketing topic.

Since joining BCG in 2004, Lara has developed growth, turnaround, brand resurgence, marketing, and consumer targeting strategies for multiple well-known, iconic brands. She focuses on commercial strategy and execution across industries, though a significant portion of her work is in the consumer, travel and tourism, retail, and automotive areas. Lara has also worked in financial services, health care, technology, and media.

Lara is a former professional ballet dancer. Before joining BCG, she held several director-level positions at Public Storage, including director of business development, director of finance and strategy, and director in the office of the CEO. Lara also worked in marketing and sales at The Gettys Group—a hotel design, development, and procurement firm—and at Ibbotson Associates, now a division of Morningstar.

AREAS OF EXPERTISE

EDUCATION

  • MBA, Wharton School of the University of Pennsylvania
  • BS, Northwestern University

Publications and Videos

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Put On Your Running Shoes: Future of Consumer Intelligence Series

A global survey finds that business leaders expect AI—both predictive and generative—to be a game changer in helping companies address critical consumer intelligence issues.
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Filling the Empty Chair: Future of Consumer Intelligence Series

The consumer intelligence available to organizations has grown exponentially in recent years, yet many have struggled to translate that into improved outcomes. Here’s how leaders are leveraging AI and GenAI to better harness that data and generate insights.
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It’s a Knockoff, but Will It Cost Less?

Many consumers say that the current economic situation feels like a recession, even if it lacks the classic features of the real thing.
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B2B Customer Dynamics: The Weather Ahead

A survey of 2,700+ SMB decision makers finds a widespread mood of lingering pessimism but glimmers of positivity about their businesses’ economic outlook.
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Countering the Curse of Zombie Buildings

As demand for office space plummets, building owners, lenders, and city officials must work together creatively to avoid a downward spiral in property values and local economies.
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Recessionary Behavior Snapshot #1

In an “Upside Down” economy marked by incipient recession and high inflation but also good employment numbers and strong consumer confidence, how will individual consumers’ behavior play out? Our survey indicates that they see “Trouble” but insist “I Will Survive.”
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Most Innovative Companies 2022: Are You Ready for Green Growth?

Companies have plenty of “will” but much less “way” when it comes to climate and sustainability innovation readiness.
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Consumer Sentiment Snapshot Key Charts: November

The mixed news about the pandemic has produced somewhat muted reactions in our latest consumer sentiment survey.
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COVID-19 Consumer Sentiment Snapshot #13: Picking a POTUS

In an election season like no other, the pandemic weighs heavily on most voters’ minds.
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Consumer Sentiment Snapshot Key Charts: September

Consumer behavior remains fairly steady in the face of unpredictable and somewhat volatile new COVID-19 case numbers as autumn approaches.
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Consumer Sentiment Snapshot Key Charts: August

After a rough July, consumers are regaining their equilibrium—and their optimism—as they look toward resuming activities that COVID-19 has forced them to forgo.
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Consumer Sentiment Snapshot Key Charts: July

The pandemic’s recent resurgence has increased concerns about the riskiness of many activities—but activity levels remain surprisingly stable.