Brandwave

Bain & Company vs L.E.K. Consulting:Which is more popular?

In September 2026, Bain & Company had more branded searches than L.E.K. Consulting among management consultancies in New Zealand. Bain & Company had about 650 branded searches, while L.E.K. Consulting had 40. Bain & Company made up 9.3% of all management consultancy searches we track, and L.E.K. Consulting accounted for 0.57%. When we asked ChatGPT and Google AI Overviews about management consultancies, L.E.K. Consulting appeared in two of the five answers and Bain & Company in one. L.E.K. Consulting was mentioned before Bain & Company in two out of three answers that named either.

Among management consultancies in New Zealand in September 2026

Who do people search for more?

Bain & Company, about 16 searches for every 1 for L.E.K. Consulting

Bain & Company 650 searchesL.E.K. Consulting 40 searches

Who does AI mention more?

L.E.K. Consulting, mentioned in 2 of 5 answers, Bain & Company in 1

L.E.K. Consulting in 2 of 5Bain & Company in 1 of 5

Who does AI recommend more?

L.E.K. Consulting, named ahead of Bain & Company in 2 of 3 answers

L.E.K. Consulting first in 2Bain & Company first in 1

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Top management consultancies in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, L.E.K. Consulting was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Bain & Company was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. L.E.K. Consulting was listed before Bain & Company in two out of three answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. McKinsey & Company1st
  2. Deloitte2nd
  3. MartinJenkins3rd
  4. L.E.K. Consulting4th
  5. BCG5th
  6. Bain & Company6th
  7. Tenzing7th
  8. Accenture8th
  9. Sapere–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • McKinsey & Company3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MartinJenkins3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Deloitte3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • L.E.K. Consulting2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tenzing2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Accenture1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • BCG1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bain & Company1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sapere0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about management consultancies

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is Bain & Company or L.E.K. Consulting more popular in search?

This chart shows how often people search Google for Bain & Company and L.E.K. Consulting by name. Each line represents a brand's share of searches for all nine management consultancies we track, month by month, from searches in New Zealand.

Bain & Company and L.E.K. Consulting among management consultancies in New Zealand, by month

Share of searches by month for Bain & Company, L.E.K. Consulting. The figures are in the table below the chart.

View monthly share of searches table
MonthAccentureBCGMcKinsey & CompanyMartinJenkinsDeloitteBain & CompanySapereL.E.K. ConsultingTenzing
Oct 202538.6%16.6%17.9%7.6%9%8.1%1.5%0.64%0.13%
Nov 202536.5%17.9%16.3%8.7%10.6%7.8%1.5%0.44%0.29%
Dec 202533.1%18.3%17.7%7.7%11.8%9.1%1.6%0.59%0.2%
Jan 202631.1%20%18.9%7.5%8.9%10.6%1.9%0.78%0.16%
Feb 202632.9%21.4%16.1%7.7%8.6%10.5%2.1%0.52%0.13%
Mar 202633.3%15.7%21.8%8%10.9%7.6%2.1%0.55%0.11%
Apr 202635.8%19.3%16.5%8.4%8.1%8.1%2.6%1%0.14%
May 202629%22.2%19.1%10.5%8.9%7.6%2.2%0.44%0.15%
Jun 202635.8%17.1%18.6%8.3%8.8%8.3%2.7%0.42%0.14%
Jul 202639.1%15.2%15.2%10.9%9.2%7.4%2.3%0.6%0.15%
Aug 202634.8%17.2%18.3%9.6%10.6%6.8%2.1%0.4%0.13%
Sep 202629.3%20.4%18.7%10.3%9.8%9.3%1.4%0.57%0.14%

How has the Bain & Company and L.E.K. Consulting comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand management consultancies in September 2026?

2 changes

  1. In September 2026, Bain & Company gained share of searches among management consultancies in New Zealand, from 6.8% to 9.3%.

  2. Estimated monthly branded searches for L.E.K. Consulting in New Zealand fell 20% over 12 measured months, from 50 to 40 in September 2026.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Bain & Company’s and L.E.K. Consulting’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Bain & Company

3 branded search terms

  • bain
  • bain consulting
  • baincompany

L.E.K. Consulting

1 branded search term

  • lek consulting

How the Brand Demand Index is measured

Other head-to-heads among management consultancies

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