NielsenIQ (NIQ) and GOcxm have announced the Canadian launch of Motivations IQ, a new consumer intelligence capability designed to help CPG brands and retailers understand the underlying drivers of shopper behavior. By layering GOcxm’s behavioral science and motivational models onto NIQ’s extensive shopper and panel data, the partnership aims to bridge the gap between what consumers are buying and why they are making those choices.
Market Launch: Now available for the Canadian retail and CPG market.
The "Why" Factor: Moves beyond traditional purchase data to identify emotional and experiential drivers like joy, trust, empathy, and value.
Science-Backed Framework: Utilizes behavioral science and AI-powered analysis to quantify which motivators uniquely impact a specific brand or category.
Decision System: Helps teams prioritize "now, next, later" actions based on modeled business lift rather than instinct.
Strategic Integration: Designed to work alongside existing NIQ panel assets and category studies to strengthen the commercial "story" for retailers.
In an era of fragmented shopper behavior and tightening marketing budgets, brands are under pressure to prove the ROI of every activation. Motivations IQ addresses this by providing a clearer path to trial, repeat purchase, and advocacy. Instead of simply observing that a consumer switched brands, the tool identifies whether the switch was driven by a functional need (affordability) or an emotional disconnect (loss of trust).
"Businesses don't just need more data; they need better decision-making," said Gary Kalk, CEO at GOcxm. "NIQ brings an exceptional view of shopper and market behavior. GOcxm adds the motivational intelligence layer that helps explain what is driving that behavior."
The Motivations IQ framework allows category and marketing teams to:
Pinpoint Drivers: Identify the specific factors that lead to brand loyalty vs. disengagement.
Quantify Importance: Determine which motivators are most critical to their specific product category.
Model Impact: Predict how changes in messaging, product, or pricing will affect consumer outcomes.
Sharpen Positioning: Refine segmentation strategies based on deep motivational insights rather than just demographics.
NielsenIQ (NIQ) is a leading consumer intelligence company, delivering a complete understanding of consumer buying behavior. Covering approximately 82% of the world's population, NIQ combines a global data footprint with AI modeling to provide "The Full View™"—helping brands understand what consumers buy and what to do next.
GOcxm is a unified growth platform for CPG brands, bridging the gap between marketing, retail execution, and consumer intelligence. By unifying these functions, GOcxm helps brands transform promotions into measurable growth engines, driving repeat purchases and sustainable ROI.
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