Decoding Consumer Voices: NIQ Launches AI-Powered Shopper Voice on GfKnewron® Consumer at IFA 2025
In a groundbreaking move to revolutionize consumer intelligence, NielsenIQ (NIQ) (NYSE: NIQ), a global leader in consumer insights, has announced a significant enhancement to its GfKnewron® Consumer platform. The platform now features AI-Powered Shopper Voice, a cutting-edge tool designed to decode consumer verbatims into actionable insights for brands and retailers. By integrating one of the largest recent buyer studies for Technology and Durables—capturing over 1 billion annual sales transactions globally—GfKnewron® Consumer provides an unparalleled understanding of shopper sentiment. This innovation transforms raw consumer feedback into quantifiable data, empowering businesses to act with precision and confidence.
The announcement was made at IFA 2025 in Berlin, where NIQ showcased how this AI-driven enhancement bridges the gap between measurement and action, enabling brands and retailers to better understand the “why,” “who,” and “how” behind consumer purchases. The solution will be available in 15 markets across APAC, Europe, LATAM, and beyond, making it a truly global offering.
Transforming Verbatims into Actionable Insights
At the heart of this enhancement are two powerful AI-enabled features that analyze shopper verbatims to deliver deeper insights:
- Summary of Verbatims and Context:
Brands can now access concise summaries of consumer feedback, providing context around the key drivers of purchasing decisions. This feature helps brands understand not only what consumers are saying but also why they feel the way they do about specific products, retailers, or competitors. - Analysis of 160,000 Individual Verbatim Comments:
The AI-powered analysis dives deep into 160,000 individual comments to identify areas for product improvement. By quantifying qualitative feedback, brands can pinpoint strengths, weaknesses, and opportunities for innovation, ensuring their offerings align with consumer expectations.
Julian Baldwin, President of Technology and Durables at NIQ, emphasized the transformative potential of this enhancement. “Our ability to decode customer feedback is reshaping how we predict and personalize every step of the consumer journey,” he said. “When combined with survey and market data, AI-Powered Shopper Voice on GfKnewron® Consumer enables faster decision-making, improved customer loyalty and satisfaction, and execution with precision.”
Addressing Critical Gaps in Consumer Understanding
This enhancement addresses a longstanding challenge for retail and brand teams: moving beyond surface-level metrics to uncover the true drivers of shopper sentiment. Here’s how it achieves this:
- Deeper Understanding of Net Promoter Scores (NPS):
By analyzing verbatim comments, brands and retailers can gain a clearer picture of the factors influencing their NPS. Whether it’s product quality, customer service, or pricing, this tool identifies the specific elements driving consumer loyalty or dissatisfaction. - Quantified Insights from Key Verbatim Topics:
The platform codes verbatim topics into quantified insights, highlighting areas where brands and retailers excel or need improvement. This granular view allows businesses to refine their strategies and focus on high-impact initiatives. - Real-Time Efficiency:
One of the standout features is the ability to generate 100-word summaries of shopper verbatims in real-time. This ensures brands can respond quickly to emerging trends or issues, maintaining agility in a fast-paced market.
Empowering Brands with Comprehensive Data
GfKnewron® Consumer has long been the industry’s trusted point-of-sale data platform, offering brands a clear view of shopper spending patterns, brand performance, and market share. With the addition of AI-Powered Shopper Voice, the platform now combines robust point-of-sale tracking data with rich consumer feedback, creating a holistic view of the market landscape.
This integration is particularly valuable for industries like Technology and Durables, where consumer preferences and expectations evolve rapidly. By leveraging insights from over 1 billion sales transactions annually, brands can make informed decisions that drive growth and enhance competitiveness.
A Global Solution for Modern Challenges
The AI-Powered Shopper Voice enhancement is available to all GfKnewron® Consumer clients across 15 markets, spanning APAC, Europe, and LATAM. This global reach ensures that businesses worldwide can benefit from the platform’s advanced capabilities, regardless of their location or industry.
For brands and retailers, the value lies in the ability to act with confidence. By decoding consumer voices and translating them into actionable insights, GfKnewron® Consumer empowers businesses to anticipate trends, address pain points, and deliver exceptional customer experiences.
Experience the Future of Consumer Intelligence at IFA 2025
IFA 2025 in Berlin serves as the perfect stage for NIQ to unveil this game-changing solution. Visitors to the event, held from September 5–9, 2025, can explore the platform’s capabilities firsthand and learn how AI-Powered Shopper Voice can transform their operations. To schedule a demo and discover how your business can leverage these insights, click here.
About NIQ
NIQ is a leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. Our global reach spans over 90 countries covering approximately 85% of the world’s population and more than $7.2 trillion in global consumer spend. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full View™.
