Growth Pathways
Unlock new opportunities for your brand and category with a market research solution grounded in evidence-based growth frameworks, usage & attitude study insights, advanced analytics, at AI-driven speeds.
Discover uncharted avenues to pioneer growth
How NIQ Growth Pathways blends data to reveal your next growth opportunities
Growth in today’s consumer landscape is elusive-average global CPG volume growth was less than 1% in 2024 and is projected to remain stagnant. Traditional strategies no longer deliver. NIQ Growth Pathways redefines how brands and categories identify and activate growth by combining market reality diagnostics, consumer insights and brand performance analysis into an actionable roadmap. Go beyond traditional usage & attitude studies with the latest take on a market research solution.
- Integrated NIQ sales and consumer data for precision
- Scalable, repeatable framework for consistent insights
- Future-focused strategies that drive real impact
Destination clarity from the start
Align business objectives with market realities using NIQ’s proprietary Market Reality Grid.
Evidence-based growth framework
Apply a structured KPI system to size and prioritize attainable growth pathways.
Modern marketing ready
Leverage validated methods like Category Entry Points (CEPs) and Jobs-To-Be-Done (JTBD).
AI-powered speed and depth
Accelerate analysis and execution for faster, deeper insights.
1
Decode Market Realities
Stress-test internal hypotheses and clarify your brand’s position using NIQ sales data and competitive benchmarks.
2
Diagnose the Consumer Landscape
Combine qualitative and quantitative research with NIQ data for a connected view of how people think, feel, and act.
3
Discover uncharted growth
Activate growth levers—Jobs-to-be-Done, consumption contexts, benefits, and barriers—to expand reach and stimulate demand.
- Jobs-To-Be-Done
Functional, emotional, and social reasons consumers enter the category.
- Consumption Contexts
Hidden or emerging usage occasions revealed through 5W analysis.
- Benefits
Drivers of choice that strengthen brand appeal.
- Barriers to Entry
Remove obstacles preventing adoption and maximize marketing impact.
1
Old formulas don’t work anymore
Consumer behaviors are shifting, categories are stagnating, and competition is intensifying.
2
Traditional landscaping and U&A studies fall short
They’re descriptive, disconnected from market realities, slow to deliver, and lack strategic clarity.
3
Marketers need actionable, integrated, and scalable solutions
Growth Pathways delivers exactly that.
NIQ Growth Pathways
A strategic framework to uncover new directions for growth.
Delivering a clear, actionable roadmap for category and brand growth.
