Real-time data is a big opportunity for consulting firms. But what do clients want?

While the quarterly survey was in the field, the escalating conflict in Iran was top of mind for clients. Against that backdrop, the responses point to some important changes in their needs.

Despite the ongoing disruption, clients are still thinking long-term—when we asked about their business priorities, they highlighted technology investment as a key focus area, with tech infrastructure and advanced technologies continuing to dominate discussions around the top table.

But we also observed a shift: Making better use of data has suddenly become much more important to them, rising from near the bottom of their priority list in Q1 to fourth place this quarter. Among “frightened” clients—what we call those respondents who say their confidence to invest in their business has been significantly knocked in the last year—it ranks third. Over a quarter (27%) of these most pessimistic buyers say they need to improve the quality and use of their data.

These “frightened” clients are important ones for firms. Not only does our research consistently show that they are more likely to spend on consulting support than their “determined” peers—and much more likely that their “uncertain peers” —but they have also grown in numbers this quarter. In Q1, 23% of clients fell into this “frightened” category; now, it’s 48%.

So, will this interest in gathering better data translate into demand for consulting? The data certainly points to an opportunity for firms: Thirty percent of clients said that data & analytics work was one of the areas where they were most likely to bring in external support, pushing it to the top of their wish list for consulting work in Q2 2026.

And, what’s driving this interest in data? When disruption occurs, clients want data rapidly so that they can understand the ways their business will be affected and how to respond. The last two peaks in demand occurred as client confidence fell in response to the introduction of President Trump’s tariffs and alongside the Gaza-Israel conflict.

What opportunities does this client need for better data offer firms?

As always, clients’ needs are very diverse.

First up are those “frightened” clients, who are likely to seek firms’ help to get access to better data for their decision making. They want to feel more “in control” in an uncontrollable world. Faster, real-time data from firms was a top request. As one client said to us, in the course of this quarterly survey: “[Firms] offering real-time data and insights would help improve our confidence in uncertain situations.”

Then there’s those more confident, or “determined”, clients. They’re likely to turn to firms for access to data engineers who can help them mine untapped data in new, potentially game-changing ways.

Meanwhile, clients of all stripes are looking for support around data sovereignty, as geopolitical tensions, the adoption of AI, and data governance laws make managing their own processes more complicated than ever. “We’ve increased consulting support because data has become more complex and harder to manage internally,” one client explained.

With so many needs to cater for, firms will need to stick close to their clients and keep talking about their individual requirements, including understanding how their level of confidence will impact the data-related services they need. But this isn’t the full picture, and there are some potentially fruitful questions firms could be asking themselves too:

Questions for firms to ask themselves about data opportunities:

• How can we provide more real-time data to support our clients, both during and between projects?
• What untapped sources of data do our clients have that could be mined to create new value for them, and opportunities for us?
• What data do we hold in our firm that could create new and valuable opportunities with individual clients? (For example, data from past projects with that client, proprietary data on market trends.)
• What other sources of proprietary data held in our firm offer new commercial opportunities for us? What are the practical and ethical risks around using that data (e.g. historic (published) audit data)?

While clients’ appetite for data work tends to peak around a crisis, the new-normal state of uncertainty means demand is likely to occur more frequently and to adopt a higher base level. There are big opportunities here, and new ones evolving all the time, so firms would do well to think both deep and wide about where they want to play.

What can firms do next?

Looking for reliable market-sizing data to inform your firm’s decisions about which consulting services to invest in (data & analytics work and beyond)? We can help.

Source’s MegaModel is the largest and most comprehensive database of its kind, anywhere in the world. It’s built from the bottom up, sizing the global consulting market capability by capability. To speak to an expert who can provide insight tailored to your specific needs,  contact us.