NIQ Launches Survey Groups to Connect Consumer Sentiment with Real Purchase Behavior

New integrated capability connects consumer sentiment with real-world purchase data, enabling more confident, action‑driven decisions

NIQ (NYSE:NIQ), a global leader in consumer intelligence, today announced the launch of Survey Groups in NIQ Discover, a new capability that enables brands and retailers to understand not just what is changing in the market, but why.

Available immediately within NIQ Discover, Survey Groups build on NIQ Panel Surveys by linking attitudinal insights to real-world purchase behavior from NIQ's consumer panels—helping clients uncover the motivations behind performance shifts, identify opportunity gaps, and act with greater confidence in an increasingly complex consumer landscape.

What's New: Survey Groups in Discover

Survey Groups make NIQ Panel Survey insights easier to access, analyze, and activate within existing workflows. By grouping survey responses with purchase behavior, clients can:

• Analyze key consumer segments with greater precision
• Understand the drivers behind brand and category performance
• Identify barriers to purchase and causes of brand or category lapsing
• Surface emerging growth opportunities rooted in real behavior
• Create self-serve analyses directly within Discover

Why It Matters: Moving Beyond Claimed Behavior

As consumer decision‑making becomes more fragmented and unpredictable, traditional surveys often based solely on claimed behavior can fall short of explaining real‑world outcomes. Survey Groups address this gap by tying what consumers say directly to what they do. This integration allows businesses to move beyond surface‑level insights and gain a deeper, more reliable understanding of motivations, helping teams prioritize actions that inform growth strategies.

"NIQ has delivered Panel Survey capabilities for many years, helping clients understand the motivations behind consumer behavior through verified purchase data," said Troy Treangen, Chief Product Officer at NIQ. "What's new with Survey Groups is that these insights are now integrated directly into Discover, making them easier to access, analyze, and activate within existing workflows. By bringing survey insights and consumer behavior together in one platform, clients can move faster from insight to action with a more connected view of performance."

How It Works: Sentiment Meets Verified Purchase Data

Survey Groups are powered by NIQ Panel Surveys, which are directly connected to NIQ's robust consumer panels in the FMCG industry. This linkage provides a more representative view of consumer behavior, grounding insights in transactional purchase data rather than intention alone.

Within NIQ Discover, the same surveyable population can be analyzed while maintaining consistent sample coverage as Survey Groups are activated for deeper analysis. Teams can independently create and analyze Survey Groups at the question-and answer-level, enabling self-serve segmentation across markets. By bringing these insights into Discover, NIQ enables faster analysis, easier collaboration, and more confident decision‑making across teams.

What's Next: Continued Investment in Panel Surveys

Survey Groups represent the first step in a broader roadmap for NIQ Panel Surveys. NIQ will continue to invest in making these insights more accessible, actionable, and deeply integrated within Discover, with additional enhancements planned throughout 2026 and beyond.

These advancements support NIQ's broader strategy to unify measurement, panel, and survey insights within a single platform enabling faster, clearer, and more confident decision‑making for clients worldwide.

As consumer behavior grows more complex, the ability to connect motivations to outcomes is becoming a critical advantage. By integrating survey sentiment with real-world purchase behavior, Survey Groups help brands and retailers turn insight into action—closing gaps between understanding and execution, and enabling more informed, confident decision-making.

In a market where knowing why matters as much as knowing what, NIQ is redefining how consumer intelligence powers performance. For more information visit NIQ Discover.

Frequently Asked Questions:

Q: What are NIQ Survey Groups?

A: Survey Groups are a new capability within NIQ Discover that connect consumer survey responses directly to real-world purchase behavior from NIQ's consumer panels, enabling deeper insight into the motivations behind market performance.

Q: How are NIQ Survey Groups different from traditional surveys?

A: Traditional surveys rely on claimed or self‑reported behavior, which can differ from actual actions. Survey Groups link what consumers say with what they actually buy, providing a more accurate view of consumer decision‑making.

Q: Who can benefit from Survey Groups?

A: Survey Groups are designed for brands, retailers, and manufacturers looking to understand the drivers behind brand and category performance, identify growth opportunities, reduce churn or lapsing, and make more confident, data‑driven decisions.

Q: Where are Survey Groups available?

A: Survey Groups are available directly within NIQ Discover, allowing clients to access, analyze, and apply these insights within their existing workflows.

Q: What types of insights do Survey Groups deliver?

A: Survey Groups help uncover key consumer segments, drivers of brand and category growth or decline, barriers to purchase, reasons for lapsing, and emerging opportunities—grounded in real purchasing behavior.

Q: How do Survey Groups support faster decision‑making?

A: By integrating survey, panel, and measurement data in a single platform, Survey Groups make insights easier to access and apply, reducing time to insight and enabling teams to move from analysis to action more quickly.

Q: Is this a standalone launch or part of a broader roadmap?

A: Survey Groups represent the first step in a broader set of enhancements to NIQ Panel Surveys. NIQ will continue to invest in expanding and improving these capabilities throughout 2026 and beyond.

Q: How does this fit into NIQ's overall strategy?

A: Survey Groups support NIQ's mission to deliver the Full View™ of consumer behavior by connecting measurement, panel, and survey insights in a single, integrated platform—helping clients navigate increasingly complex consumer ecosystems with confidence.

About NIQ

NielsenIQ (NYSE:NIQ) is a leading consumer intelligence company, delivering the most complete and trusted understanding of consumer buying behavior and revealing the 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.

With operations in more than 90 countries, NIQ covers approximately 82% of the world's population and more than $7.4 trillion in global consumer spend. Through cloud-based platforms, advanced analytics and AI-driven insights, NIQ delivers The Full View™—helping brands and retailers understand what consumers buy, why they buy it, and what to do next.

For more information, please visit www.niq.com.

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