NielsenIQ Becomes NIQ

NielsenIQ, the consumer intelligence business which split away from its Media wing two years ago this month and is now combining with GfK, has rebranded as NIQ. Accompanying this, the firm says it is undergoing 'a significant transformation' and is committed to providing the 'Full View' of global consumers.

NIQ says the new brand identity (pictured) 'reflects the company's industry-leading insights and measurement capabilities, revealing new pathways to growth for retailers and brands', delivered through an advanced platform with integrated analytics.

As part of the rebrand, the company issued a statement of brand purpose: 'Show the world what people want' - which it says focuses its strategy and employee value proposition; and a brand promise: 'We deliver the Full View, the world's most complete and clear understanding of consumer buying behavior that reveals new pathways to growth' - described by the company as 'uniquely ambitious'.

COO Tracey Massey comments: 'The new brand identity balances our legacy and our future as the leader in consumer intelligence. In 1923, our company created the concept of market share, and now, with our investments in omnichannel, NIQ's identity signifies the new standard for understanding what consumers buy, why they make purchase decisions, and most importantly, how our clients can win'.

The company's web site is now at www.niq.com .


NielsenIQ's 'combination' with GfK, announced last summer, is described in company documents as having occurred, past tense, 'in 2023', although the two companies retain their separate identities and CEOs at this point. NIQ owner Advent International is now GfK's majority shareholder. The combination lifts the company to third place (based on 2021 revenues combined) in MrWeb's RAIDAR ranking of the biggest players in analytics, insight and data - which as of today is now updated to reflect events reported in DRNO within 24 hours. You can view the rankings here, selecting whether or not to combine these and other merging companies.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.