The rules of the game: Reliable. Transparent. Uncompromising.

The Hidden Champions award is based on an in-depth benchmarking: only those consulting firms that can prove themselves against McKinsey, BCG and Bain receive the longest-standing seal of quality for consultancies in the German-speaking world. The benchmarking is based on a survey of over 1,000 experienced consulting clients. It is not possible to apply for the award.

A Hidden Champion - What is it?

A Hidden Champion has to match up to McKinsey, BCG and Bain (the "MBBs"). To receive the award, three conditions must be met:

1. CONDITION

Less well known than MBB

In the top management of German companies with an annual turnover of more than 1 billion euros, the unprompted awareness level of a hidden champion must not exceed 15 percent.

2. CONDITION

Active in the same market as MBB

The proportion of a Hidden Champion’s clients who also work with one of the MBBs – McKinsey, or Bain – must be at least 50 percent in the sample analyzed.

3. CONDITION

Serious alternative to MBB

A Hidden Champion must be rated better by its clients in at least one area of expertise than all three MBBs – McKinsey, BCG and Bain.

The analysis process

The analysis of the examined Hidden Champions was carried out in three successive steps:

STEP 1

Expert panel

Identification of potential Hidden Champions by an independent expert committee from academia and the business world.

STEP 2

Preliminary study

Examination of the identified candidates with regard to their general capability to qualify as a Hidden Champion.

STEP 3

Final study

Detailed evaluation of the finalists as part of a broad-based client survey.

Survey design

The Hidden Champions study is based on a scientifically proven quantitative analysis, which is supplemented by modern qualitative methods at the interface of economics, psychology and social sciences.

Benchmarking criteria

All evaluated consultancies are benchmarked against McKinsey, BCG and Bain on the basis of over 20 individual KPIs. The main focus is on expert knowkedge, but other criteria are also included in the analysis – such as the consultants' communications and analytical skills.

Executive Summary

The Hidden Champions Study 2024/25 presented in one document.

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Career Navigator

Exciting tasks, a wide range of career opportunities and individual development paths. Find the right Hidden Champion for your career.

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Newsroom

Informiere dich fundiert und durchstöbere einige der wichtigsten Studien, Berichte und Interviews zur Beratungsbranche im DACH-Raum.

From KW21/2025 in unserem Newsroom.

All studies

Die Studie „Hidden Champions des Beratungsmarktes“ wurde seit 2003 bereits neun Mal aufgelegt und ist das älteste Qualitätssiegel für Berater in Deutschland – mit hoher Reichweite und entsprechender Beachtung im Markt.

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