NIQ, the global leader in consumer intelligence, has announced the launch of NIQ Growth Pathways. This next-generation analytics solution is designed to modernize traditional market research by providing business and marketing leaders with a structured, AI-driven roadmap for brand and category growth. By bridging the gap between how consumers "think and feel" (qualitative) and how they actually "act" (quantitative sales data), Growth Pathways offers an integrated view of demand in a global market where consumer goods volume growth currently sits below 1% annually.
Integrated Data: Combines NIQ’s industry-leading retail performance data with deep qualitative and quantitative consumer research.
AI-Driven Insights: Leverages artificial intelligence to scale qualitative research, identifying "Jobs to Be Done" and consumer motivations at a speed and scale previously impossible.
Strategic Prioritization: Helps brands identify and rank "demand spaces" where they have the highest capacity to compete and win.
Beyond Category Analysis: Broadens the brand's perspective to include the full range of options consumers evaluate, even outside their traditional category boundaries.
Global Scale: Powered by NIQ’s ecosystem covering 90+ countries, 22.2 million stores, and over $7.4 trillion in global consumer spending.
Target Audience: Built for brand managers, marketing leaders, and strategy teams making large-scale, data-driven investment decisions.
Traditional market research often produces static reports that fail to link historical sales performance with future consumer projections. NIQ Growth Pathways addresses this by linking actual sales data with AI-inferred behavioral context. This allows marketing professionals to move away from "best guesses" and toward a structured framework of Key Performance Indicators (KPIs). The solution is specifically designed to help companies make fewer, but more impactful, bets in a low-growth environment.
A core component of the Growth Pathways methodology is its ability to analyze the full spectrum of consumer decisions. By identifying true consumer motivations—the "Jobs to Be Done"—the platform can reveal adjacent markets or emerging usage occasions that a brand might have previously overlooked. This "Full View" enables brands to energize entire categories by innovating in territories that align with real, unmet consumer needs.
“When brands broaden their perspective beyond their usual boundaries and consider the full range of options consumers evaluate, even outside their own category, new growth opportunities emerge. Growth Pathways helps teams identify opportunities in areas they may not have explored.” — Stacy Bereck, Global Head of the practice at NIQ
“Now more than ever, companies need to make fewer, but more impactful, bets to grow; and those decisions must be consumer-driven, evidence-based, and scalable.” — Gillian O’Sullivan, Deputy Global Head of the practice at NIQ
About NIQ
NielsenIQ (NYSE: NIQ) is the world’s leading consumer intelligence company, providing the most complete view of purchasing behavior. Operating in over 90 countries and covering approximately 82% of the world's population, NIQ combines unparalleled data coverage with advanced AI-powered modeling to transform complex data into actionable insights through its cloud-based platforms.
TechIntelPro empowers B2B technology decision-makers with the latest industry trends, deep insights, leadership perspectives and actionable intelligence to drive both organizational and professional milestones—and thrive on the tech pulse.