NIQ and GOcxm Launch Motivations IQ, Helping Brands Decode the "Why" Behind Consumer Behavior

NIQ (NYSE:NIQ) and GOcxm launched Motivations IQ in Canada, a solution that links NIQ shopper, panel, and syndicated data with GOcxm’s behavioral science and AI.

Rhea-AI Summary

NIQ (NYSE:NIQ) and GOcxm launched Motivations IQ in Canada, a solution that links NIQ shopper, panel, and syndicated data with GOcxm’s behavioral science and AI. The offering helps brands and retailers understand the emotional and functional motivations behind purchase, loyalty, advocacy, and disengagement.

Motivations IQ uses a science-backed motivational framework to pinpoint key drivers of customer value, model the impact of marketing or operational changes, and prioritize actions based on expected business lift. It aims to help CPG brands move from observing consumer behavior to taking targeted, data-informed action.

Argus May 11 session

-5.88% close to close Open Argus

Details

News Market Reaction – NIQ

On May 11, the day this news came out, NIQ closed 5.88% below the previous close.

Data tracked by StockTitan Argus for the May 11 session.

Key Figures

2025 Revenue: $4,198.4M Q4 2025 Revenue: $1,139.1M 2025 Adjusted EBITDA: $916.5M +5 more

2025 Revenue

$4,198.4M

Full‑year 2025 revenue from 8‑K

Q4 2025 Revenue

$1,139.1M

Q4 2025 revenue from 8‑K

2025 Adjusted EBITDA

$916.5M

Full‑year 2025 Adjusted EBITDA from 8‑K

2025 Net Loss

$353.3M

Full‑year 2025 net loss from 8‑K

2025 Free Cash Flow

$35.8M

Free cash flow improvement vs prior deficit from 8‑K

2026 Revenue Guidance

$4,439M–$4,452M

2026 reported revenue guidance from 8‑K

2026 Adj. EBITDA Guide

$1,043M–$1,060M

2026 Adjusted EBITDA guidance from 8‑K

2026 FCF Guidance

$235M–$250M

2026 free cash flow guidance from 8‑K

Historical Context

5 past events · Latest: May 07

5 events

1. May 07

   Data partnership expansion

   24h Move

   +7.0%

   Expanded MRI‑Simmons and Experian collaboration for research‑based audience segments.

2. May 06

   Product data integration

   24h Move

   -0.7%

   Brandbank and RangeMe integration to surface verified wellness attributes.

3. May 06

   AI pricing platform

   24h Move

   -0.7%

   Launch of AI‑enabled Price & Promo Optimizer revenue growth platform.

4. May 05

   Client AI case study

   24h Move

   -0.7%

   Hisense growth case highlighting NIQ’s AI‑powered market intelligence impact.

5. May 05

   AI shopper research

   24h Move

   +0.7%

   Study on 42% of US consumers using AI tools to shop.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Key Terms

panel data, behavioral science, AI-powered analysis, syndicated intelligence

4 terms

panel data technical

"combines NIQ's trusted shopper and panel data with GOcxm's behavioral science"

Panel data is a set of observations that tracks the same companies, stocks, or other units across multiple time periods, so each entity appears repeatedly like keeping a notebook on the same subjects over months or years. For investors, it matters because it lets analysts distinguish true trends from one-off differences between firms, improving estimates of performance drivers and the likely persistence of gains or risks.

behavioral science technical

"GOcxm's behavioral science and AI to uncover the motivations behind purchase"

Behavioral science studies how real people actually make decisions and act, including predictable mistakes, habits, and social influences, rather than how they would behave in idealized models. For investors it matters because these human patterns shape consumer demand, employee performance, product adoption, marketing effectiveness and market sentiment—think of it like traffic rules and signs that steer behavior: understanding them helps predict outcomes and design strategies that work with, not against, real-world human behavior.

AI-powered analysis technical

"behavioral science expertise, and AI-powered analysis, the collaboration gives clients"

AI-powered analysis uses computer algorithms that learn from large amounts of data to spot patterns, make predictions, or summarize information about companies, markets, or products. For investors it acts like a fast, automated research assistant that highlights risks, opportunities and trends humans might miss, helping speed decisions and surface ideas — but its output depends on the data and model design and is not infallible.

syndicated intelligence technical

"NIQ's rich shopper, panel, and syndicated intelligence with GOcxm's proven"

Syndicated intelligence is market or industry research produced once and sold or licensed to many customers rather than made for a single client. It gives investors a shared set of facts, trends and benchmarks—like buying a widely available map instead of commissioning a custom survey—so you can compare companies, spot broad shifts and make decisions without the cost of bespoke analysis. Because it is standardized and updated regularly, it helps investors track markets consistently but may lack company-specific detail.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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New offering combines NIQ's trusted shopper and panel data with GOcxm's behavioral science and AI to uncover the motivations behind purchase, loyalty, and growth

TORONTO, May 11, 2026 /PRNewswire/ - GOcxm, a leading provider of retail execution and consumer engagement solutions for global CPG brands, and NielsenIQ (NYSE: NIQ), a leading consumer intelligence company, today announced availability of Motivations IQ to the Canadian market. At a time when brands face mounting pressure to justify marketing spend alongside increasingly fragmented shopper behavior, this new capability will close a gap in consumer intelligence, helping brands, retailers, and category teams move beyond traditional measurement to understand not just what consumers do, but why they do it.

For years, organizations have relied on market, panel, and shopper data to measure consumer patterns such as what they buy, where they shop, and how behavior changes across channels. With Motivations IQ, retailers can now add a critical missing layer: why consumers choose, stay loyal, switch, advocate, or disengage.

By combining NIQ's rich shopper, panel, and syndicated intelligence with GOcxm's proven motivational model, behavioral science expertise, and AI-powered analysis, the collaboration gives clients a more complete picture of customer choices and a clearer path to action. This pairing helps brands uncover which emotional and experiential drivers matter most, where they are over- or under-delivering, and what initiatives are most likely to improve outcomes such as trial, repeat purchase, visitation, loyalty, and brand value. Layering these motivational insights onto purchase and demographic data, brands can identify the factors influencing purchase decisions, including functional needs like value and affordability, as well as emotional drivers such as joy, empathy, and trust.

Motivations IQ is built on a science-backed framework that identifies the key motivators influencing customer value and behavior. The solution helps clients:

• Pinpoint the most important drivers of purchase, repeat, loyalty, and advocacy
• Quantify which motivators are uniquely important to their brand or category
• Model the potential impact of operational, marketing, product, or messaging changes
• Prioritize "now, next, later" actions based on expected business lift, not instinct
• Sharpen segmentation, positioning, and activation strategies with a clearer view of what drives consumer choice

"Understanding today's consumer requires more than knowing what happened. This collaboration with GOcxm strengthens our ability to help clients understand the full consumer picture, combining robust behavioral data with deeper insight into the motivations that influence choice, loyalty, and growth," said Mike Ljubicic, Managing Director at NIQ. "When layered onto our existing studies, panel assets, and category insights, Motivations IQ creates a stronger commercial story, helping clients get more out of the data investments they've already made."

For brands navigating increasingly complex shopper behavior, fragmented channels, and growing pressure to prove ROI, Motivations IQ offers a practical way to turn insight into action faster and with greater confidence.

"Businesses don't just need more data; they need better decision-making," said Gary Kalk, CEO at GOcxm. "NIQ brings an exceptional view of shopper and market behavior. GOcxm adds the motivational intelligence layer that helps explain what is driving that behavior and what to do next. Together, we help clients move from observation to action."

About NIQ

NielsenIQ (NYSE: NIQ) is a leading consumer intelligence company, delivering the most complete and trusted understanding of consumer buying behavior and revealing new pathways to growth. By combining an unmatched global data footprint and granular consumer and retail measurement with decades of AI modeling expertise, NIQ builds decision systems that help companies turn complex data into confident action.

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. Through cloud-based platforms, advanced analytics and AI-driven insights, NIQ delivers The Full View™—helping brands and retailers understand what consumers buy, why they buy it, and what to do next.  

For more information, please visit www.niq.com.

About GOcxm

GOcxm is the unified growth platform for modern CPG brands, designed to bridge the gap between marketing engagement, retail execution, and consumer intelligence. By unifying these historically disjointed functions into a single system, GOcxm helps brands transform disconnected promotions into continuous, measurable growth engines. From launching high-impact consumer activations and capturing zero- and first-party data to validating real-world retail execution and compliance, GOcxm provides the visibility and tools needed to turn fragmented insights into confident, actionable strategies. Trusted by leading global CPG brands, GOcxm ensures that every activation drives repeat purchase, brand loyalty, and sustainable ROI. For more information, visit www.gocxm.com.

View original content to download multimedia:https://www.prnewswire.com/news-releases/niq-and-gocxm-launch-motivations-iq-helping-brands-decode-the-why-behind-consumer-behavior-302768155.html

SOURCE GOcxm

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

What is Motivations IQ from NIQ (NYSE:NIQ) and GOcxm?

Motivations IQ is a consumer insight solution that combines NIQ’s shopper and panel data with GOcxm’s behavioral science and AI. It focuses on understanding why consumers buy, stay loyal, switch, advocate, or disengage, giving brands a clearer view of emotional and functional purchase drivers.

How does Motivations IQ help brands in Canada understand consumer behavior for NIQ?

Motivations IQ helps brands in Canada uncover which emotional and experiential drivers most influence purchase, repeat buying, loyalty, and advocacy. According to NIQ, layering these motivations onto purchase and demographic data clarifies factors like value, affordability, joy, empathy, and trust in decision-making.

What are the key capabilities of NIQ’s Motivations IQ solution with GOcxm?

Motivations IQ can pinpoint the most important drivers of purchase and loyalty, quantify motivators unique to a brand or category, and model the impact of marketing or operational changes. It also prioritizes “now, next, later” actions based on expected business lift rather than instinct.

How does Motivations IQ use behavioral science and AI for NIQ clients?

Motivations IQ relies on a science-backed motivational framework, behavioral science expertise, and AI-powered analysis to interpret shopper data. According to NIQ, this pairing creates a more complete customer picture and helps clients turn insight into faster, more confident commercial decisions across marketing and operations.

Why is NIQ launching Motivations IQ with GOcxm now for CPG brands?

NIQ is launching Motivations IQ amid mounting pressure on brands to justify marketing spend and manage fragmented shopper behavior. The solution is intended to close a consumer intelligence gap, helping CPG brands move beyond tracking what happened to understanding why consumers behave in specific ways.

How can NIQ’s Motivations IQ improve marketing ROI and decision-making?

Motivations IQ is designed to prioritize actions based on expected business lift, turning motivational insights into specific operational and marketing changes. According to GOcxm, adding motivational intelligence to NIQ’s shopper view helps clients move from simple observation of behavior to targeted, better-informed decisions.