NielsenIQ, a global leader in consumer intelligence, has launched a groundbreaking tool that could redefine the innovation pipeline for consumer packaged goods (CPG) companies. The newly introduced BASES AI Screener combines NIQ's robust consumer panel data, deep innovation database, and predictive models with the power of Generative AI (GenAI) to revolutionize how product ideas are screened and evaluated.

Currently available in key markets like the U.S., U.K., Germany, Brazil, and Indonesia, the platform provides real-time feedback through synthetic AI-powered respondents, helping innovators make faster, more informed decisions. Further global expansion is slated for 2025.

Features of BASES AI Screener

1. AI-Powered Synthetic Panels

• Built using NIQ’s extensive consumer behavior data.

• Represents distinct demographic and purchasing behavior profiles.

• Delivers ratings, open-ended feedback, and actionable recommendations from AI personas trained on real market data.

2. Predictive and Trusted Insights

• Merges NIQ's historical innovation performance data with AI-generated insights.

• Offers reliable projections on innovation success and areas for refinement.

• Enhances decision-making by simulating real-world consumer reactions.

3. DIY Platform for Speed and Agility

• Users can run tests and receive insights within minutes.

• Empowers teams to iterate ideas more frequently.

• Reduces time-to-market in increasingly compressed innovation cycles.

4. Cost-Efficient Innovation Testing

• Replaces traditional high-cost screening methodologies.

• Offers scalable insights at a fraction of the price, ideal for tight research budgets.

• Democratizes access to high-quality consumer feedback for companies of all sizes.

5. Continuously Updated Consumer Panel

• Synthetic panels are regularly refreshed using NIQ’s real-time purchase data.

• Ensures alignment with current market trends and behavioral shifts.

• Supports evolving consumer expectations and dynamic category landscapes.

6. Intuitive, Insight-Rich Workspace

• Provides an easy-to-navigate platform for idea screening, learning, and iteration.

• Encourages cross-functional collaboration among marketing, R&D, and strategy teams.

• Enables clear visibility of innovation potential across the pipeline.

Strategic Impact for CPG Innovators

The BASES AI Screener solves a crucial challenge faced by CPG firms today: how to manage a flood of new ideas while operating on compressed timelines and flat research budgets. Traditional testing methods often lack the speed, granularity, and adaptability required in today’s competitive environment. This new solution offers:

• Speed to Insights: Evaluate new ideas in real time without sacrificing quality.

• Scalable Testing: Run multiple idea tests in parallel, fostering agile innovation cycles.

• Data-Driven Decisions: Base go/no-go decisions on a combination of AI insights and proven BASES performance metrics.

A Broader AI Innovation Ecosystem at NIQ

The launch of BASES AI Screener reflects NIQ’s broader commitment to building an AI-powered innovation ecosystem. It follows the company’s recent acquisition of Gastrograph AI, which focuses on taste prediction and AI in product development. Together, these tools form a robust suite of capabilities designed to:

• Streamline the product development lifecycle.

• Enhance predictive accuracy in consumer preferences.

• Drive smarter, faster innovation across industries.

"With BASES AI Screener, we are redefining how innovation decisions are made," said Ramon Melgarejo, President of Strategic Analytics and Insights at NIQ. "By combining real buying behavior with cutting-edge generative AI, we help teams cut through the noise and focus on the ideas that really matter—ideas with real market potential."

As innovation becomes more decentralized and time-sensitive, tools like BASES AI Screener mark a turning point in how companies evaluate and prioritize product ideas. By merging behavioral science with generative AI, NIQ provides a competitive edge to companies navigating today’s high-velocity market. For CPG innovators, the path to smarter, faster innovation just got significantly clearer—and more cost-effective.