NielsenIQ Levels Up Market Research With Expanded Omnishopper Panel, Capturing 8 Billion Consumer Purchases
NielsenIQ is going deeper with its consumer research. The firm just unveiled an expanded “Omnishopper” panel solution that taps 250,000 engaged shoppers resulting in the capture of more than 8 billion consumer purchases.
NIQ said the expansion “solidifies NIQ’s position as the leading authority in consumer behavior and insights.” The company said the solution seamlessly integrates both online and offline data from each single panel participant. “This comprehensive approach delivers an unmatched, end-to-end perspective of consumer behavior,” the company claimed.
More from WWD
Consumers Turn to Side-hustle Businesses to Build Personal Wealth
Retail C-Suite to Boost AI Investment Amid Growing Adoption, Workforce Readiness Concerns
“The NIQ Omnishopper panel expansion is a major milestone for NIQ as we continuously enhance our products and data solutions for our clients,” said Jim Presley, senior vice president of consumer panel services in North America at NIQ. “By delivering faster, more precise and comprehensive consumer insights, we empower retailers and brands to navigate complex market dynamics with confidence and drive growth in unprecedented ways.”
Features of the expanded solution include measuring a more diverse consumer set. “With four-times the number of Gen Z and households with children compared to previous panels — in addition to expanded coverage of growing ethnic groups, like Hispanic, Black and Asian — clients can now gain insights into these fast-growing segments with greater accuracy and reliability,” the firm said.
This expanded version is also faster. Retailers and brands can tap consumer insights three times faster than before, thereby “enabling quicker analysis of product launches, seasonal trends, and trial and repeat metrics,” NIQ said, adding that this speed is essential for retailers and brands looking “to make timely, data-backed decisions in a rapidly shifting market landscape.”
The Omnishopper panel platform now provides visibility into 5,000 previously unreportable brands, “enabling clients to track growth across smaller brands and categories that were once invisible,” the company said.
The data garnered is also more precise with this edition. The platform is paired with NIQ’s proprietary “Trip Projection” methodology, which NIQ said “ensures trend calibration with point-of-sale figures.” NIQ claimed that the expanded Omnishopper solution sets a new standard in precision.
Best of WWD
Sign up for WWD's Newsletter. For the latest news, follow us on Facebook, Twitter, and Instagram.
