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About
NIQ measures consumption. Its core businesses are retail measurement — tracking what moves through stores — and consumer panels, in which a recruited household panel records what it buys, which is how the company can say what a national basket looks like rather than what one retailer sold. Around those sit consumer behaviour and insight work, innovation and brand and media measurement, and the analytics platforms clients use to act on it.
The company was part of Nielsen Holdings until March 2021, when Nielsen divested its consumer intelligence business — by then already called NielsenIQ — to the private equity firm Advent International. It later rebranded as NIQ. In 2023 it acquired the German market-research firm GfK.
It has worldwide headquarters in Chicago, approximately 30,000 employees, and operations in more than 100 countries. In Canada, Jenny Mabley is VP of consumer panel services and runs the household panel that tracks what Canadians buy.
Backers
Owned by Advent International since the March 2021 carve-out from Nielsen Holdings.
Quick answers
What does NielsenIQ do?
It measures consumption — retail measurement of what sells through stores, and consumer panels in which recruited households record what they buy — plus the insight, innovation and media measurement work built on that data.
Is NielsenIQ the same as Nielsen?
No, not any more. It was Nielsen's consumer intelligence arm until March 2021, when Nielsen Holdings sold it to Advent International. It now trades as NIQ.
How big is NIQ?
Roughly 30,000 employees, operating in more than 100 countries, with worldwide headquarters in Chicago. It acquired the German research firm GfK in 2023.