What John Larson & Company does

John Larson & Company is a privately held boutique consulting firm headquartered in Pasadena, California, founded in Fall 2012 by John Larson after senior positions at McKinsey & Co., Monitor Company, Lieberman Research Worldwide, and J.D. Power and Associates. The firm specializes in customer loyalty research and strategy consulting for enterprise clients, using survey research, focus groups, statistical analysis, and financial analysis to identify the two or three most significant behaviors that drive customer loyalty and to link those behaviors to actual purchasing outcomes via transaction-level data.

Its core deliverable is a customer loyalty consulting engagement that combines Key Driver Analysis — a methodology isolating the critical loyalty levers — with a 7-S Diagnostic Framework used to surface organizational barriers during implementation. The firm publishes supporting thought-leadership content through the book 'Capturing Loyalty' (Praeger Publishing), articles in Harvard Business Review, Forbes, Fortune, the New York Times, and an active blog, and it maintains Twitter and LinkedIn profiles.

The business model is professional services: direct, quote-based consulting engagements delivered by a four-person core team (John Larson, Senior Partner; Jack Larson, Quantitative Analyst/Chief Science Officer; Gretchen Beck, Chief Operating Officer; Susan Hopkins, Chief Marketing Officer). The firm is bootstrapped with no external funding, serves verticals including multi-unit operations, medical devices, financial services, hospitals, internet retailing, media and entertainment, call centers, and consumer products, and relies on referral and reputation-driven sales rather than channel partners or self-service.

Name

John Larson & Company

Legal name

John Larson and Company

Website

https://jlarsonandco.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

John Larson & Company is a privately held boutique consulting firm in Pasadena, California, founded in 2012 that provides customer loyalty research, key driver analysis, and implementation consulting to enterprise clients across retail, medical devices, financial services, and healthcare.

Ownership category

akta.pro rank

Product category

Customer Loyalty Consulting Services

NAICS

Marketing Consulting Services (541613), Management Consulting Services (54161)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Customer, Marketing & Sales Consulting (BPAHACAG)

akta.pro secondary industries

Customer Experience (CX) & Voice-of-Customer Analytics (BPAHALAK), Customer Experience (CX) & Digital Experience (BPAHAEAC)

Keywords

• Customer loyalty consulting
• Loyalty research services
• Key driver analysis
• Customer experience strategy
• Market research consulting

Headquarters

HQ city

Pasadena

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Consulting Services: Boutique consulting firm providing customer loyalty research and implementation consulting services. Engagements include survey research to identify key drivers of loyalty and ongoing consulting to assist clients in addressing organizational challenges. Services are tailored to each client with a blend of specialized loyalty research and implementation support.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

John Larson & Company is a boutique consulting firm that helps clients improve customer loyalty through survey research, focus groups, and statistical and financial analysis. The firm identifies the two or three most significant opportunities for clients to develop stronger, trust-based customer relationships, then works closely with management to address organizational challenges during implementation.

Product overview

John Larson & Company is a consulting firm offering a unified set of customer loyalty research and implementation services. The core offering is their Customer Loyalty Consulting Services, which combines survey research, key driver analysis, and organizational change management. They support their methodology with the published book 'Capturing Loyalty' and various research publications. The firm also provides strategic presentations and diagnostic frameworks like the 7-S model to help clients identify barriers to implementation.

Differentiator

Problem solved

Functional benefit

Brands

• Capturing Loyalty: A book published by Praeger Publishing that provides the company's detailed perspective on customer loyalty and illustrates the financial gains companies can realize by developing stronger customer relationships.

Products and services

• Customer Loyalty Consulting Services Boutique strategic consulting engagements that help enterprise clients improve customer loyalty, growth, and profitability through survey research, focus groups, statistical analysis, and financial analysis. Deliverables identify the two or three most significant behaviors that drive trust-based customer relationships, followed by hands-on consulting support to address organizational challenges during implementation.
• Capturing Loyalty (Book) A business book published through Praeger Publishing, available on Amazon.com, that presents the firm's perspective on customer loyalty and the financial gains companies realize from developing stronger customer relationships.

Quantifiable outcome

• 13 percentage point market share increase after 8 years of decline
• +5 more outcomes

Named customers4 records

Segments8 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• The Lacek Group: The Lacek Group is a customer loyalty consulting agency specializing in loyalty strategy, program design, and customer engagement. It is directly comparable to John Larson & Company in delivering advisory services that help enterprises build loyalty-driven competitive advantages, though it operates at significantly larger scale as part of Oliver Wyman.
• MaritzCX: MaritzCX is a customer experience research and consulting firm that helps clients measure, build, and act on customer loyalty insights. It is directly comparable to John Larson & Company as a peer-sized CX advisory firm offering survey-based loyalty diagnostics and implementation support.
• Walker Information (now part of Qualtrics): Walker Information was a customer experience research and advisory firm known for its CX loyalty frameworks and benchmarking studies. It is directly comparable to John Larson & Company's voice-of-customer and loyalty research methodology, and now operates under Qualtrics' XM Institute combining advisory with software.
• Temkin Group (now Qualtrics XM Institute): Temkin Group was a CX research and advisory firm that published widely cited loyalty and NPS research. It is directly comparable to John Larson & Company given its focus on translating loyalty research into actionable client programs and now influences the XM Institute.
• Peppers & Rogers Group (now TTEC): Peppers & Rogers Group was a CX strategy consulting firm known for its 1to1 customer loyalty methodology, now part of TTEC. It is directly comparable to John Larson & Company given its focus on advising enterprises on building differentiated, loyalty-based customer relationships.

Broad incumbents

• J.D. Power: J.D. Power is a global leader in automotive and cross-industry customer satisfaction benchmarking and loyalty analytics. It is comparable to John Larson & Company because founder John Larson previously worked at J.D. Power, and its syndicated research, benchmarking, and advisory offerings overlap with the firm's key driver and loyalty analysis methodology.
• Bain & Company: Bain & Company is a global management consultancy with a deep customer strategy and loyalty practice through Bain & Company and its affiliated Net Promoter System. It is comparable to John Larson & Company given its customer loyalty advisory work at enterprise scale, though it serves a much broader portfolio of strategic needs.
• McKinsey & Company: McKinsey & Company is a global management consultancy with a consumer and customer experience practice, and was a former employer of firm founder John Larson. It is comparable as a broad incumbent competing for the same enterprise CX and loyalty advisory engagements, though at vastly larger scale and scope.
• Ipsos Loyalty & Customer Experience: Ipsos runs a global loyalty and customer experience research practice conducting multi-country CX benchmarking and analytics. It is comparable to John Larson & Company as a larger research-and-advisory player competing in customer loyalty diagnostics and serving enterprise clients across multiple verticals.

Emerging players

• Medallia: Medallia is an enterprise customer experience and experience management platform that increasingly bundles advisory services alongside its survey and text analytics software. It is an adjacent emerging player to John Larson & Company because it competes for loyalty research budgets through platform-enabled analytics, shifting the buying center from pure advisory to technology-enabled engagements.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/captureloyalty
• LinkedInlinkedin.com/in/john-larson-6534629b

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about John Larson & Company