NIQ, a global leader in consumer intelligence, shared new results from Reckitt’s use of NIQ BASES AI Screener, demonstrating how AI-powered insights and synthetic data are transforming innovation speed and effectiveness. The case study highlights how Reckitt has accelerated concept development while improving performance outcomes—bringing more relevant products to market, faster.

NIQ BASES AI Screener supports teams to evaluate, screen, and optimize early ideas or concepts before proceeding to research & development.

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.

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Key Results from Reckitt’s Use of NIQ BASES AI Screener:

• 70% faster insight generation, reducing timelines from weeks to hours
• 2–3x higher concept performance compared with prior human-developed benchmarks
• Up to 65% reduction in research timelines and 50% lower research costs
• 75% fewer physical prototypes required, accelerating speed to market
• Synthetic personas based on NIQ’s proprietary consumer behavioral data and validated against human-tested concepts, enabling more reliable and regularly refreshed predictions

“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.”

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Reckitt has embedded NIQ’s AI solutions across the early stages of its innovation process—from insights generation to concept creation and validation— supported by a large‑scale data foundation spanning multiple categories and markets. This approach enables teams to design more consumer-centric solutions while moving at significantly greater speed.

“NIQ BASES AI Screener supports teams to evaluate, screen, and optimize early ideas or concepts before proceeding to research & development. By leveraging synthetic respondents created from validated human panel data, the solution delivers predictive accuracy grounded in real consumer behavior—helping teams identify winning ideas and refine them earlier in the development cycle.”

“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.”