of the most important trends our 2015 research highlighted was the extent to which clients are increasingly using consultants in two ways, in more familiar areas as a commodity, but also in more innovative fields (e.g. digital transformation) where the characteristics of traditional, high-value management consulting come to the fore. Crucially, our research suggested that this division cut across conventional consulting boundaries, and is increasingly seen as two different business models, making hard for firms to do both at once. This report will explore this theme in greater detail, looking in detail at the data and analytics market, in order to understand how this division is taking even more concrete shape in clients’ minds, and how consulting firms are responding to the challenge it creates to their business model.