Reckitt Cuts Research Time by 65% Using NIQ's AI-Powered Innovation Tool
MARKETING
Reckitt drives faster innovation with NIQ AI Insights, reducing research time by up to 65%.
Reckitt, the consumer goods company behind brands like Lysol and Finish, has slashed research timelines by up to 65% using NIQ's AI-powered innovation screening tool. The results demonstrate how artificial intelligence is reshaping product development in the consumer packaged goods industry.
NIQ, a global leader in consumer intelligence, shared new case study results showing how Reckitt has accelerated concept development while improving performance outcomes through NIQ BASES AI Screener. The tool uses synthetic data and AI to help companies test and refine product ideas before investing in physical development.
Dramatic Time and Cost Savings
The results from Reckitt's adoption of the AI tool are striking. The company achieved 70% faster insight generation, reducing timelines from weeks to hours. Concept performance increased two to three times compared with prior human-developed benchmarks. Research timelines dropped by up to 65%, while research costs fell by 50%. The company also required 75% fewer physical prototypes, accelerating speed to market.
"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."
How the Technology Works
NIQ BASES AI Screener supports teams to evaluate, screen, and optimize early ideas or concepts before proceeding to research and development. The solution uses synthetic personas based on NIQ's proprietary consumer behavioral data, validated against human-tested concepts. This approach enables more reliable and regularly refreshed predictions without requiring extensive human panel testing.
Reckitt has embedded NIQ's AI solutions across the early stages of its innovation process, from insights generation to concept creation and validation. The approach is supported by a large-scale data foundation spanning multiple categories and markets, enabling teams to design more consumer-centric solutions while moving at significantly greater speed.
Industry Shift Toward Predictive Innovation
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.
"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."
Self-Service Solution
BASES AI Screener is designed as a self-service solution for organizations looking to scale innovation faster and more efficiently, particularly those managing large idea pipelines. The tool helps teams screen more ideas earlier, ground decisions in real purchase behavior, and shorten insight timelines to minutes versus days without sacrificing quality.
The solution is currently available in select markets and categories, with expansion ongoing. NIQ plans to continue embedding AI into its core solutions, helping companies move beyond insight generation to decision systems that enable faster, smarter innovation at scale.
About NIQ
NielsenIQ is a leading consumer intelligence company 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. The company delivers consumer and retail measurement combined with AI modeling expertise to help brands and retailers understand what consumers buy, why they buy it, and what to do next