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BCG's Gaby Barrios explains that to build better brands, companies must look beyond gender-based marketing.

Gabriela (Gaby) Barrios is the lead expert for the Center for Customer Insight in the Americas and a core member of the Consumer, Global Advantage, and Marketing, Sales & Pricing practices at Boston Consulting Group.

Since joining BCG in 2007, Gaby’s work has focused on Demand Centric Growth in the retail, consumer packaged goods, restaurant, hospitality and financial services industries.

She helps project teams design and execute consumer insight research, interpret results, and ensure full and appropriate integration into recommendations to clients. Gaby also contributes to other activities, such as the development of new research approaches, vendor qualification and management, training of BCG's consulting staff, and conducting proprietary consumer research projects.

Prior to joining BCG, Gaby was a manager with FTI consulting.

AREAS OF EXPERTISE

EDUCATION

  • MSc, engineering, Northwestern University
  • BSc, engineering, Simón Bolívar University

Publications and Videos

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A Slow Recovery for Consumer Confidence: Global Consumer Radar Q2 2024

People are worried about the economy in general and about their own financial situations. How does that affect their spending?
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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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Capturing Mind Share with Precision Branding

Marketers need to know if a campaign is working now, not several months from now. First-Fast Response, BCG’s precision-branding metric, drives impact by delivering fast, targeted insights.
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知天命，方可释潜能——挖掘中老年群体的消费潜力

在当今充满挑战的环境下，消费品品牌开始在全球范围内寻找稳定增长的新市场与机会。但与此同时，他们却正在忽视一个“近在眼前”的万亿美元市场：全球年龄在50至70岁之间10亿中老年消费者群体。
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Don’t Overlook Your Mature Consumers

The 50- to 70-year-old demographic is a growing, multitrillion-dollar global market—but people in it are hard to engage with normal marketing. Here’s how to reach them.
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Demystifying Global Consumer Choice

A nuanced understanding of what really drives buying decisions in the post-COVID-19 world is crucial to maximizing share in a target market.
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How Retailers Can Capture $5 Trillion of Shifting Demand

BCG’s demand-centric growth compass identifies a North Star and provides a strategic filter for commercial decision making.
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What Do Patients Want, and Is Pharma Delivering?

A new global survey reveals patient priorities around engagement, innovation and impact, and how pharma companies can benefit by becoming more patient centric.
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COVID-19 Consumer Sentiment Snapshot #5: A Story for the Ages

Our most recent survey of consumer attitudes around the world reveals some striking generational differences in expectations about future spending.
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To Boost Impact, Tailor Touchpoints to Customer Needs

BCG offers a single methodology with which to manage the entire customer journey, from prepurchase to consumption, rooted in a deep understanding of consumer demand.
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Mobile Marketing and the New B2B Buyer

B2B mobile leaders are already building stronger, deeper, and more lasting customer relationships that will make it difficult for laggards to regain lost ground.
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Identifying the Sources of Demand to Fuel Growth

An approach called demand-centric growth helps companies boost revenues and profits and reverse declining sales and margins. It can be applied wherever consumers make choices.