NIQ Launches 'Growth Pathways' Solution

Consumer intelligence group NIQ has launched Growth Pathways, a new insights and analytics offering combining qual and quant research with its detailed retail measurement data to promise 'a connected view of how consumers think, feel and act.'

Growth Pathways links current, actual sales performance with rapid, AI-enabled qual research at scale and future performance projections to create a roadmap for market growth. Users are provided with the behavioral context that sits behind category and brand choice, including motivations, unmet needs and 'Jobs to Be Done,' allowing them to start 'sizing and prioritizing the high-value strategic spaces where their brand has the right-to-play.'

The solution analyzes full sets of consumer choices, not just those within a single category: this helps brands discover adjacent markets, new use cases, and emerging white spaces appropriate for their range.

Global Practice Leader Stacy Bereck (pictured) comments: '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. Growth Pathways helps teams notice opportunities in places they may not have explored previously, which inspires new ways of thinking about growth. As brands innovate and enter new spaces, they can energize the entire category.'

The company is on the web at www.niq.com .