Perceptions of Consulting in China in 2025

Published Apr 2025

This report examines how end-users think about the leading consulting firms in China

As part of our Client Perceptions Programme, firms in this report are ranked on multiple metrics, including service quality, perception of added value, and the extent to which they are front of mind for clients. We include data covering different aspects of firms’ buyer funnels, including clients’ familiarity with firms, the extent to which they would consider working with a firm, and how strongly they would advocate for firms.

In this report we found that direct clients (recent buyers of firms’ services) are much more positive about the quality and value of firms’ work than last year. However, perceptions of prospects need to catch up, and this creates a potential problem for firms trying to poach clients. We look at how firms can overcome this.

Martin White, Principal Consultant at Source, provides a running commentary throughout the report, outlining what really matters for firms in China in 2025, and how they can act now to meet clients’ needs. Firms mentioned in this report include: