NielsenIQ (NIQ) has enhanced its GfKnewron® Consumer platform with a new AI-powered feature called Shopper Voice, announced ahead of its display at IFA 2025 in Berlin. This enhancement enables the platform to capture and analyze shoppers’ verbatim comments about brands, retail partners, and competitors, offering brands and retailers deeper insights drawn directly from consumer language. By combining one of the largest recent buyer surveys for technology and durable goods with NIQ’s comprehensive point-of-sale tracking of over 1 billion global sales transactions, GfKnewron® Consumer now moves beyond traditional data measurement toward actionable intelligence, uncovering the reasons, personas, and behaviors behind purchasing decisions.
The new Shopper Voice capabilities leverage advanced AI to analyze and summarize shopper feedback at scale. Two major features stand out: the generation of concise summaries and contextual analyses of thousands of individual verbatim comments, helping brands decode the core drivers of consumer buying and product recommendations. Additionally, the AI evaluates 160,000 individual comments to pinpoint specific areas where products may be improved, providing critical guidance to product development teams.
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Julian Baldwin, President of Technology and Durables at NIQ, emphasized how this ability to decode customer feedback is transforming predictions and personalized engagement at every customer journey stage. By integrating AI-powered insights with rich survey and market data, brands gain faster decision-making capabilities, improved customer loyalty, and more precise execution of strategies.
The update addresses a significant challenge for retail and brand teams: moving beyond surface-level metrics to capture the true drivers of shopper sentiment. It provides enhanced visibility into factors influencing brand and retailer Net Promoter Scores (NPS) and identifies strengths and weaknesses through key verbatim topics that are translated into quantifiable insights. The platform also improves operational efficiency by generating on-demand, 100-word real-time summaries of shopper comments.
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This AI-enhanced GfKnewron® Consumer solution is accessible across 15 markets including APAC, Europe, and Latin America, and is available to all GfKnewron® clients globally. Widely recognized as an industry-leading point-of-sale data platform, GfKnewron® Consumer empowers brands with a clear understanding of shopper spending, brand performance, and market share, enabling them to confidently elevate their retail strategies with real-time, actionable intelligence.
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