The CPG Guys are joined in this episode by Kim Cox, Managing Director for North America e-commerce & Global Snapshots at NielsenIQ, the world’s leading consumer intelligence company, which delivers the most complete understanding of consumer buying behavior and reveals new pathways to growth.
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Here’s what was discussed:
- Let’s get straight to the point - Could you walk us through your framework of “Full View Measurement”? What does it encompass—and what, if anything, is still a work in progress?
- How has Full View Measurement evolved over the years, and what makes NIQ’s approach uniquely robust in today’s omnichannel environment?
- NIQ’s Full View now includes top-tier coverage across online, club, D2C, social, and quick commerce, with account-level insights. Can you highlight how integrating the largest U.S. club retailer strengthens the overall measurement ecosystem?
- You’ve emphasized deeper private label performance insights. How are manufacturers leveraging that data to inform product strategy and positioning?
- With 91% of consumers now shopping both in-store and online, what emerging behavioral trends should brands be paying attention to as they optimize omnichannel approaches?
- “Digital engagement is no longer a complementary strategy—it’s essential to growth.” With growth in some categories slowing, what strategic pivots should CPG and retail leaders consider over the next few years?
- Going beyond traditional POS, what next-gen data sources or technologies is NIQ exploring to expand omnichannel signal capture—especially in emerging channels like quick commerce and social commerce?
- How can Full View and related tools empower sales teams to conduct causal analyses on shopper behavior—like identifying why “casual buyers” aren’t converting or where growth is stalling?
- Where do you see the biggest opportunity for omnicommerce measurement to evolve over the next 18 to 24 months? How will it reshape strategic planning for brands and retailers?
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