Reckitt Accelerates Innovation with NIQ AI Insights, reporting up to 65% faster research

Case study shows faster development and stronger-performing concepts

NIQ (NYSE: NIQ), a global leader in consumer intelligence, today shared new results from Reckitt’s use of NIQ BASES AI Screener, demonstrating how AI-powered insights and synthetic data are transforming innovation speed and effectiveness. The case study highlights how Reckitt has accelerated concept development while improving performance outcomes—bringing more relevant products to market, faster.

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NIQ BASES AI Screener

As companies face growing pressure to innovate quickly in an increasingly complex consumer landscape, traditional research and development cycles can slow decision-making. Reckitt’s adoption of AI-powered screening reflects a broader shift toward predictive, data-driven innovation—where teams can test, refine, and optimize ideas before investing in physical development.

Key Results from Reckitt’s Use of NIQ BASES AI Screener:

• 70% faster insight generation, reducing timelines from weeks to hours
• 2–3x higher concept performance compared with prior human-developed benchmarks
• Up to 65% reduction in research timelines and 50% lower research costs
• 75% fewer physical prototypes required, accelerating speed to market
• Synthetic personas based on NIQ's proprietary consumer behavioral data and validated against human-tested concepts, enabling more reliable and regularly refreshed predictions

“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.”

Reckitt has embedded NIQ’s AI solutions across the early stages of its innovation process—from insights generation to concept creation and validation— supported by a large‑scale data foundation spanning multiple categories and markets. This approach enables teams to design more consumer-centric solutions while moving at significantly greater speed.

"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 case study reflects NIQ’s broader focus on embedding AI into its core solutions—helping companies move beyond insight generation to decision systems that enable faster, smarter innovation at scale. Find out more on how AI accelerates NIQ’s The Full View.

FAQs

What is BASES AI Screener?

BASES AI Screener is an AI‑powered solution that helps teams evaluate and prioritize innovation ideas early in the development process. It uses synthetic consumer responses trained on NIQ’s proprietary consumer purchase data to deliver fast, reliable insight that supports confident decision‑making at scale.

Who can use BASES AI Screener?

BASES AI Screener is a self-service solution, designed for organizations looking to scale innovation faster and more efficiently, particularly those managing large idea pipelines.

What are the key features?

BASES AI Screener helps teams screen more ideas earlier, ground decisions in real purchase behavior, shorten insight timelines to minutes versus days without sacrificing quality, and focus investment on the highest‑potential ideas.

Is it available globally?

BASES AI Screener is currently available in select markets and categories, with expansion ongoing.

How did BASES AI Screener impact Reckitt’s innovation speed?

At Reckitt, BASES AI Screener reduced insight timelines by 70%, allowing teams to learn and iterate much faster. By identifying winning ideas earlier, Reckitt improved both speed‑to‑market and confidence in innovation decisions, while raising concept quality early in development. Read more here.

About NIQ

NielsenIQ (NYSE: NIQ) 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.

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.

Forward Looking Statement:

This press release on NIQ BASES AI Screener, may contain forward-looking statements regarding anticipated consumer behaviors, market trends, and industry developments. These statements reflect current expectations and projections based on available data, historical patterns, and various assumptions. Words such as “expects,” “anticipates,” “projects,” “believes,” “forecasts,” “plan,” “look ahead,” “indicates”, and similar expressions are intended to identify such forward-looking statements. These statements are not guarantees of future outcomes and are subject to inherent uncertainties, including changes in consumer preferences, economic conditions, technological advancements, and competitive dynamics. Actual results may differ materially from those expressed or implied in these statements. While we strive to base our insights on reliable data and sound methodologies, we undertake no obligation to update any forward-looking statements to reflect future events or circumstances, except to the extent required by applicable law.

© 2026 Nielsen Consumer LLC. All Rights Reserved.

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