NIQ launches Growth Pathways analytics platform for brand growth

NIQ (NYSE: NIQ) announced the launch of NIQ Growth Pathways, an analytics platform that combines consumer research with performance data to help brands identify growth opportunities. The Chicago-based consumer intelligence company said the offering integrates qualitative and quantitative research with retail performance data.

The platform uses artificial intelligence to conduct qualitative research and analyze consumer behavior patterns. It aims to provide brands with what the company calls a "growth roadmap" by connecting current sales performance with consumer insights and future projections.

"When brands look beyond familiar boundaries and consider the full range of choices consumers actually weigh in and beyond your category, new growth possibilities come into view," said Stacy Bereck, NIQ Global Practice Leader.

The launch comes as global consumer packaged goods volume growth has remained below 1% annually, according to the company. NIQ operates in more than 90 countries with coverage of approximately 82% of the world's population and more than $7.4 trillion in global consumer spending.

Growth Pathways targets brand managers, marketing leaders, and consumer insights teams primarily in fast-moving consumer goods and consumer packaged goods companies. The platform analyzes consumer choices across categories to identify potential expansion opportunities for brands.

"Growth Pathways takes validated marketing methods and applies them in a structured scientific KPI framework to determine the right pathway to sizeable and sustainable brand growth," said Gillian O'Sullivan, NIQ Global Sub-Practice Leader.

The company said the platform represents part of its strategy to deliver AI-enabled analytics solutions. NIQ serves more than 23,000 clients globally and maintains partnerships with over 50 retailers worldwide.

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