Brandwave

Bain & Company vs MartinJenkins:Which is more popular?

In September 2026, MartinJenkins had more branded searches than Bain & Company among management consultancies in New Zealand. MartinJenkins had about 720 branded searches, while Bain & Company had 650. MartinJenkins made up 10.3% of all management consultancy searches we track, and Bain & Company accounted for 9.3%. When we asked ChatGPT and Google AI Overviews about management consultancies, MartinJenkins appeared in three of the five answers and Bain & Company in one. MartinJenkins was mentioned before Bain & Company in every answer that named either.

Among management consultancies in New Zealand in September 2026

Who do people search for more?

MartinJenkins, about 11% more searches than Bain & Company

MartinJenkins 720 searchesBain & Company 650 searches

Who does AI mention more?

MartinJenkins, mentioned in 3 of 5 answers, Bain & Company in 1

MartinJenkins in 3 of 5Bain & Company in 1 of 5

Who does AI recommend more?

MartinJenkins, named ahead of Bain & Company in 3 of 3 answers

MartinJenkins first in 3Bain & Company never first

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Top management consultancies in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, MartinJenkins was mentioned in three out of five: in two of the three ChatGPT answers and in one 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. MartinJenkins was listed before Bain & Company in every answer 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 MartinJenkins more popular in search?

This chart shows how often people search Google for Bain & Company and MartinJenkins 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 MartinJenkins among management consultancies in New Zealand, by month

Share of searches by month for MartinJenkins, Bain & Company. 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 MartinJenkins 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, MartinJenkins overtook Deloitte to rank 4th among management consultancies in New Zealand, with 10.3% of the searches.

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

How are branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Bain & Company’s and MartinJenkins’ 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

MartinJenkins

2 branded search terms

  • martin jenkins
  • martinjenkins

How the Brand Demand Index is measured

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