BASES President to Head New Group within NIQ

NIQ has launched a new group called Strategic Analytics & Insights, which will be led by Ramon Melgarejo and will integrate the consumer intelligence giant's expertise in advanced analytics consulting, consumer and marketing insights, and BASES innovation testing to provide clients with 'growth roadmaps'.

The new group, which will also make use of the company's extensive datasets, aims to help clients simplify and accelerate decision-making in four key practice areas: Consumer Behavior and Insights, Innovation Powered by BASES, Brand & Media, and Analytics & Activation. The new organization will, according to NIQ, 'go beyond simple cooperation, acting as an extension of the client's team from ideation to implementation and beyond'.

Melgarejo (pictured) has served as President of BASES and Advanced Analytics for the past eighteen months and worked within BASES for a total of twenty years. He comments: 'We couldn't be more excited to introduce our new Strategic Analytics & Insights group, which reflects our commitment to providing clients with the Full View. At NIQ, our mission is to uncover what people want and why, and we do that by combining our strengths in revenue growth management, brand strategy, consumer insights, precision activation, and innovation. By bringing these capabilities together, we're empowering businesses to make smarter decisions, tackle complexity, and confidently take their next big step'.

Web site: www.niq.com .

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