Reckitt has significantly accelerated its innovation process by adopting NIQ BASES AI Screener, achieving faster concept development and stronger-performing ideas through AI-powered insights and synthetic data.
In today’s complex consumer landscape, traditional research and development cycles often slow decision-making. Reckitt’s use of NIQ BASES AI Screener reflects a shift toward predictive, data-driven innovation that allows teams to test, refine, and optimize ideas earlier.
The AI screener supports evaluation and prioritization of early ideas or concepts, helping teams identify winning concepts and make refinements before committing resources to physical development.
“AI is helping us do what we’ve always wanted—to learn early, fail fast, and optimize quickly,” said Dr. Elaine Rodrigo, Chief Insights & Analytics Officer at Reckitt. “The quality of what we get from NIQ BASES—especially the precision in how they build their synthetic data panel—gives us confidence that we’re basing decisions on real consumer behavior.”
By embedding NIQ’s AI solutions across the early stages of its innovation process, Reckitt has achieved substantial gains in speed and efficiency. The approach combines a large-scale data foundation with advanced AI modeling to design more consumer-centric solutions.
Results include significantly shorter insight timelines, higher-quality concepts, reduced research costs, and fewer physical prototypes. This enables teams to bring more relevant products to market faster while maintaining confidence in decision-making.
"NIQ BASES AI Screener supports teams to evaluate, screen, and optimize early ideas or concepts before proceeding to research & development. By leveraging synthetic respondents created from validated human panel data, the solution delivers predictive accuracy grounded in real consumer behavior—helping teams identify winning ideas and refine them earlier in the development cycle."
“The companies winning today are those that can turn consumer understanding into action, faster,” said Curtis Miller, President of Enterprise and Activation Solutions at NIQ. “By combining leading data scale and granularity with advanced AI models, we’re helping clients move from ideas to decision-ready innovation with greater speed and confidence.”
This collaboration highlights how AI can move innovation beyond traditional insight generation toward decision systems that support faster, smarter outcomes at scale.
About NIQ
NielsenIQ is a leading consumer intelligence company, delivering the most complete and trusted understanding of consumer buying behavior and revealing new pathways to growth. By combining an unmatched global data footprint and granular consumer and retail measurement with decades of AI modeling expertise, NIQ builds decision systems that help companies turn complex data into confident action.
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