NIQ Expands Omnishopper Panel, Setting New Industry Standard in Data Accuracy and Consumer Insights

CHICAGO, Jan. 27, 2025 — NielsenIQ (NIQ) is proud to announce the launch of its newly expanded Omnishopper panel—the largest, most representative consumer panel in the world. With 250,000 highly engaged panelists, this expansion solidifies NIQ’s position as the leading authority in consumer behavior and insights.

NIQ’s Omnishopper solution stands apart from other panel offerings on the market by drawing from over 8 billion consumer purchases, seamlessly integrating both online and offline data from every single panel participant. This comprehensive approach delivers an unmatched, end-to-end perspective of consumer behavior. This groundbreaking evolution represents yet another bold milestone in NIQ’s unwavering commitment to delivering the Full View™.

NIQ’s revolutionary expanded Omnishopper solution offers game-changing advantages, including:

• Unprecedented Measurement of Diverse Consumers: With 4x the number of Gen Z and households with children compared to previous panels—in addition to expanded coverage of growing ethnic groups, like Hispanic, Black, and Asian—clients can now gain insights into these fast-growing segments with greater accuracy and reliability.
• Unmatched Accelerated Insights: Clients can reach key insights 3x faster, enabling quicker analysis of product launches, seasonal trends, and trial and repeat metrics. This speed is essential for brands looking to make timely, data-backed decisions in a rapidly shifting market landscape.
• Unparalleled Visibility to Emerging Brands: The Omnishopper panel now provides visibility into 5,000 previously unreportable brands, enabling clients to track growth across smaller brands and categories that were once invisible.
• Industry-Leading Data Precision: Paired with NIQ’s proprietary Trip Projection methodology that ensures trend calibration with point-of-sale figures, the expanded Omnishopper solution sets a new standard in precision.
• Seamless Integration with Discover: Fully integrated into NIQ’s Discover platform, the expanded Omnishopper panel aligns with NIQ’s broader measurement and analytics solutions, providing a holistic view of consumer behavior.

“The NIQ Omnishopper panel expansion is a major milestone for NIQ as we continuously enhance our products and data solutions for our clients,” said Jim Presley, SVP Consumer Panel Services, North America. “By delivering faster, more precise, and comprehensive consumer insights, we empower retailers and brands to navigate complex market dynamics with confidence and drive growth in unprecedented ways.”

Unlock a world of possibilities with NIQ’s expanded U.S. Omnishopper panel, available in April 2025. Learn more here.

About NIQ

NielsenIQ (NIQ) is the world’s leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. NIQ combined with GfK in 2023, bringing together the two industry leaders with unparalleled global reach. Today, NIQ has operations in more than 95 countries covering 97% of GDP. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full View.

Source: NIQ