Matrix slides are the bread and butter of consulting presentations. They distill complex information into a simple, visual framework. And they elevate your deck from ‘university student made this list of pros and cons’ to ‘$300/hour consultant made this art’. When and how to use a matrices? Here’s a guide.
What is a Matrix Slide?
A matrix is a 2×2 visualization with two axes used to evaluate a set of options, competitors, markets, etc. along two dimensions. Each axis represents a criterion—whether measurable or descriptive. For example, in the technology industry, a common matrix might evaluate “Market Size” (X-axis) versus “Growth Rate” (Y-axis). Another example could assess a product’s “Customer Satisfaction” (Y-axis) versus “Profitability” (X-axis). These matrices would then then allow decision-makers (your client) to prioritize products that deliver high satisfaction and strong profitability, focusing resources on areas with maximum impact. High-growth, large-market opportunities will appear in the top-right quadrant, highlighting areas with strong potential.
The reason matrix slides are so prevalent in consulting is their ability to:
- Present data visually to emphasize trends or clusters.
- Segment options into clear quadrants for decision-making.
- Facilitate strategic discussions by making trade-offs visible.
Here are three practical use cases (these are from the Consulting Toolkit, a comprehensive deck of consulting templates):
1. Archetypes


Archetype slides evaluate different market/industry/customer archetypes or strategic personas along specific dimensions. Here’s how they work:
- The Axes: Typically, one axis represents a key decision spectrum—for instance, “Customization Level” (less to more), while the other might represents “Operational Complexity.” These dimensions highlight the contrasting approaches of market players.
- The Quadrants: Each quadrant represents an archetype. For instance:
- Low Customization, Low Complexity: A “Mass Market” player focusing on standardized products.
- High Customization, High Complexity: A “Bespoke Service” provider catering to niche markets.
- Applications: These slides allow consultants to:
- Compare market strategies among competitors.
- Advise clients on the implications of adopting one archetype versus another.
In our example slides, the archetypes could represent players in any field where approaches differ based on operational priorities and customer needs, or two completely different criteria. The important step is selecting axes that are critical drivers to the client’s decisions. These axes will provide a clear way to structure conversations about trade-offs and strategic focus.
2. Competitor Evaluations

Competitor evaluations is another classic application of matrix slides. In this case, the axes assess competitors in a given market. For example:
- The Axes: The X-axis might represent “Market Size,” while the Y-axis tracks “Growth Rate.” This setup identifies how competitors cluster within quadrants, such as:
- Top-Right: High-growth, large-market players with significant opportunity.
- Bottom-Left: Small-market, low-growth players with limited potential.
- The Data Points: Each competitor is represented as a point on the chart. Larger or bolder points could signify market share, revenue, or strategic importance.
- Applications:
- Quickly identify attractive or unattractive market segments.
- Highlight competitive gaps or areas where a client might differentiate themselves.
- Focus strategic conversations on the most relevant segments.
Competitor evaluation slides excel in strategy discussions and market entry assessments. They’re especially useful for making sense of dynamic, fragmented markets.
3. Option Assessment

Option assessment slides are essential when evaluating a range of strategic choices or initiatives. Here’s how they work:
- The Axes: The X-axis and Y-axis represent two critical criteria for decision-making. For example, the X-axis might show “Implementation Complexity” (from less to more), while the Y-axis could indicate “Strategic Impact” (from less to more).
- The Data Points: Each data point represents an option under consideration. In the example, these options might be strategic initiatives, investment opportunities, or potential projects.
- The Quadrants:
- Top-Right (High Impact, High Complexity): Ambitious projects with significant rewards but substantial challenges.
- Bottom-Right (Low Impact, High Complexity): Resource-heavy initiatives with limited upside.
- Top-Left (High Impact, Low Complexity): Quick wins that deliver substantial value.
- Bottom-Left (Low Impact, Low Complexity): Low-priority options that require minimal resources.
- Applications:
- Identify high-value opportunities with manageable complexity.
- Prioritize efforts based on impact versus feasibility.
- Facilitate stakeholder discussions to align on priorities and trade-offs.
In this example, the matrix helps organizations visualize the trade-offs between potential actions, making it a crucial tool for strategic planning and resource allocation.
Matrix slides are indispensable for consultants. They break down complex analyses into digestible visuals, making them ideal for high-stakes conversations with clients. On top of those buzz words, they look damn good!
Promotional note: The slides featured in this guide are part of the Consulting Toolkit, a comprehensive template deck designed for consultants and professionals. The toolkit includes 130+ slides for every step of a consulting project—from framing hypotheses to presenting strategic recommendations.