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Here are 1-3 brief analogies for NIQ Global Intelligence:

• NIQ is like **Google Analytics** for physical retail and consumer spending.
• NIQ is like the **Bloomberg Terminal** for consumer and retail market data.
• NIQ is like **Experian** for consumer shopping habits and retail trends.

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• Retail Measurement Services: Provides ongoing data and insights on product sales, market share, pricing, and distribution performance across various retail environments.
• Consumer Intelligence Services: Offers deep insights into consumer behavior, preferences, and purchasing drivers through comprehensive data collection and analytics.
• Omnichannel Measurement Solutions: Delivers a unified view of shopper activity and product performance across both online and offline retail channels.
• Predictive Analytics & Advisory Services: Utilizes advanced algorithms and AI to forecast market trends, optimize business strategies, and provide actionable recommendations.

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NIQ Global Intelligence (symbol: NIQ)

NIQ Global Intelligence (symbol: NIQ) primarily sells its data, analytics, and insights to other companies (B2B) rather than directly to individuals. Due to confidentiality agreements and the competitive nature of the industry, NIQ does not publicly disclose the names of its specific major customer companies.

However, its major customer base consists of leading entities across several key sectors. The primary categories of companies that utilize NIQ's services for market intelligence, consumer behavior tracking, and performance measurement include:

• Consumer Packaged Goods (CPG) Manufacturers: These are companies that produce a wide range of products such as food, beverages, household goods, and personal care items. They rely on NIQ's data to understand market trends, consumer preferences, and the competitive landscape to optimize their product development, marketing, and sales strategies. (Examples of companies that operate in this sector and are typical clients for market intelligence firms, though not confirmed major clients of NIQ, could include Procter & Gamble (PG), Unilever (UL), and PepsiCo (PEP)).
• Retailers: This category includes a broad spectrum of retail businesses, from brick-and-mortar grocery chains and mass merchandisers to e-commerce platforms. Retailers use NIQ's insights to optimize product assortment, pricing strategies, promotional activities, and store layouts to enhance customer experience and drive sales. (Examples of companies that operate in this sector and are typical clients for market intelligence firms, though not confirmed major clients of NIQ, could include Walmart (WMT), Target (TGT), and Amazon (AMZN)).
• Financial Institutions and Investment Firms: Hedge funds, private equity firms, and other investment professionals leverage NIQ's detailed market, retail, and consumer data for investment research, due diligence, trend forecasting, and competitive analysis to inform their investment decisions.

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Jim Peck, Executive Chairman and CEO

Jim Peck serves as the Executive Chairman and CEO of NIQ Global Intelligence. In partnership with Advent International, he acquired the business from Nielsen in March 2021. Prior to NIQ, he was the CEO of TransUnion, which he joined in 2012 when it was owned by Advent International and Goldman Sachs. During his tenure, he led TransUnion's transformation into a market leader and increased its enterprise value from approximately $3 billion in 2012 to over $16 billion by 2019. Before TransUnion, Jim was CEO of LexisNexis Risk Solutions from 2004 to 2012, where he oversaw the growth of the business, including spearheading the $4 billion acquisition and integration of ChoicePoint and the acquisition of Seisint. He also served as SVP and Chief Product Officer of LexisNexis from 2001 to 2004. Peck's career demonstrates a pattern of managing companies backed by private equity firms, and he currently serves on the Board of Directors of CCC Information Services, an Advent portfolio company.

Mike Burwell, Chief Financial Officer

Michael (Mike) Burwell is the Chief Financial Officer of NIQ, a role he assumed in January 2023. He is responsible for leading the company's global financial strategy and operations. Mike brings over 30 years of experience in financial leadership, capital markets, and strategic transformation. Before joining NIQ, he served as CFO at Datavant and Willis Towers Watson. He also spent more than three decades at PwC in senior leadership positions, where he advised clients on mergers and acquisitions, IPOs, valuation, and integration. Mike is a Certified Public Accountant.

Tracey Massey, Chief Operating Officer

Tracey Massey was named Chief Operating Officer of NIQ, responsible for all commercial and product aspects, including revenue, product development plans, and business unit strategies. She is an accomplished global executive with over 30 years of experience. Prior to joining NIQ, Tracey served as Global President and CEO of Mars Pet Nutrition, where she led the world's largest pet food business. Earlier, she was Regional President Mars Confectionery Americas, successfully leading the integration of Mars Chocolate Americas with the Wrigley Co. Americas.

Mohit Kapoor, Chief Technology and Operations Officer

Mohit Kapoor serves as NIQ's Chief Technology and Operations Officer, overseeing all aspects of technology, security, and operations for the company. Before joining NIQ, Mohit was Chief Information and Technology Officer for TransUnion. His experience also includes several senior roles at HSBC, such as CIO of South America and Global Head of Software House.

John Blenke, Chief Legal Officer

John Blenke is NIQ's Chief Legal Officer and Corporate Secretary, responsible for all legal, legislative, and regulatory matters globally. He joined NIQ in 2022, having retired from TransUnion as its Executive Vice President and Corporate General Counsel in 2018. He is a seasoned legal executive who has led legal, legislative, regulatory, information security, or business continuity functions for various global publicly traded enterprises in technology, consumer data, financial services, and manufacturing industries.

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The key risks to NIQ Global Intelligence's business operations and future growth include technological disruption, competitive market pressures, and evolving regulatory changes concerning data privacy.

The most significant risk stems from technological disruption, particularly the rapid advancements in artificial intelligence (AI). There is a concern that AI could fundamentally alter the consumer intelligence landscape, potentially reducing NIQ's role to a low-margin data broker rather than a provider of insights and solutions. This necessitates continuous investment in innovation to prevent the obsolescence of its current offerings and to maintain market relevance.

Secondly, NIQ operates within a highly competitive market. The consumer intelligence industry is characterized by numerous players vying for market share, requiring NIQ to constantly innovate and differentiate its services. This intense competition demands substantial investment in research and development to stay ahead of rivals.

Finally, regulatory changes and data privacy concerns pose a material risk to NIQ. As a global data intelligence company, NIQ's operations are directly impacted by data privacy regulations, such as GDPR, and other evolving data governance laws and intellectual property rights across various regions. Adhering to these complex and dynamic regulatory environments is crucial for its business model and reputation.

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One clear emerging threat to NIQ Global Intelligence is the proliferation of advanced AI-powered analytics and alternative data platforms. These platforms leverage artificial intelligence and machine learning to collect and analyze vast amounts of "alternative data" (e.g., web traffic, app usage, social media sentiment, satellite imagery, public financial data, supply chain signals) to generate real-time market and consumer insights. Unlike NIQ's traditional reliance on point-of-sale data, consumer panels, and surveys, these new solutions can offer different data perspectives, often with greater agility and scope, challenging NIQ's unique value proposition for certain types of market intelligence. Examples of companies operating in this space include Similarweb for digital intelligence, Brandwatch for social listening, and numerous startups specializing in AI-driven competitive intelligence. This shift is analogous to how YouTube emerged to challenge traditional content distribution or how Netflix disrupted Blockbuster by offering a fundamentally different and often superior data acquisition and insight generation model in specific areas.

Another clear emerging threat is the increasing in-house data analytics and AI capabilities of major retailers and consumer packaged goods (CPG) manufacturers. Large clients of NIQ are investing heavily in building their own proprietary data lakes, advanced analytics teams, and AI platforms. They are integrating their vast first-party data (e.g., loyalty programs, e-commerce transactions, supply chain data) with external data sources they license directly, enabling them to generate sophisticated insights internally. Companies such as Walmart (with its data monetization initiatives), Kroger (through its 84.51° subsidiary), and Amazon's extensive internal data science operations demonstrate this trend. This reduces their reliance on third-party market intelligence providers like NIQ for core strategic decisions, diminishing the scope and perceived value of external syndicated data services. This trend is akin to large corporations developing their own sophisticated IT departments rather than outsourcing all their technology needs, or major media companies launching their own streaming services instead of relying solely on external distributors.

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NIQ Global Intelligence (symbol: NIQ) operates in several significant addressable markets related to consumer intelligence, market measurement, and analytics.

The main addressable markets for NIQ's products and services include:

• Retail Analytics Market:
  • Globally, this market was valued at approximately USD 10.4 billion in 2024 and is projected to reach USD 45.2 billion by 2033, demonstrating a Compound Annual Growth Rate (CAGR) of 16.92% from 2025 to 2033.
  • In North America, the retail analytics market size reached USD 3.47 billion in 2024.
  • Specifically, the U.S. retail analytics market size was estimated at USD 2.43 billion in 2024 and is projected to be worth around USD 12.06 billion by 2034, growing at a CAGR of 17.37% from 2025 to 2034.
• Customer Behavior Analytic Market:
  • Globally, the Customer Behavior Analytic Market was valued at USD 7.23 billion in 2023 and is expected to reach USD 20.34 billion by 2032.
  • North America held a dominant share in this market, with a valuation of USD 3.39 billion in 2023.
  • Europe represented a significant market, valued at USD 2.1 billion in 2023.

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• Expansion of AI-Driven Solutions and Advanced Analytics: NIQ is heavily investing in and leveraging AI-driven solutions and advanced analytics to provide more real-time and actionable consumer insights for its clients. Tools such as the BASES AI Screener are gaining traction, and the company is utilizing agentic AI for data collection and analysis, which is identified as a critical driver for brands decoding consumer behavior.
• Global Market Penetration and Expansion into High-Growth Verticals: The company plans to expand its global reach and penetrate adjacent and high-growth markets. With operations in over 90 countries, NIQ is strategically positioned to capitalize on growing consumer tech sales globally. Acquisitions, such as M-Trix for supply chain analytics, exemplify this expansion into new and high-potential verticals.
• Upselling and Cross-selling Enhanced Capabilities and Subscription Services: A significant portion of NIQ's revenue comes from multi-year subscriptions. The company is focused on driving growth by upselling and cross-selling new capabilities and solutions, particularly within its core Intelligence segment. This strategy has demonstrated strong results, with organic constant currency Intelligence revenue growing 7.5% and Annualized Intelligence Subscription revenue growing 6.9% in Q2 2025.
• Strategic Acquisitions and Partnerships: The combination with GfK in 2023 significantly broadened NIQ's global footprint and enhanced its data offerings, bringing together two industry leaders. Ongoing strategic acquisitions and partnerships, including those in ad tech and market insights, are anticipated to further strengthen its competitive position and expand its service portfolio.
• Optimized Pricing Strategies and Revenue Management: NIQ's revenue growth is also supported by effective pricing strategies. In Q2 2025, higher pricing was identified as a primary driver for organic constant currency revenue growth. The company provides revenue optimization strategies to FMCG brands, focusing on dynamic pricing, promotion optimization, and leveraging data analytics to maximize income.

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Share Repurchases

No information is publicly available regarding share repurchases made or authorized by NIQ Global Intelligence over the last 3-5 years.

Share Issuance

• NIQ Global Intelligence completed its Initial Public Offering (IPO) on July 23, 2025, pricing 50 million ordinary shares at $21.00 per share and raising approximately $1.05 billion in gross proceeds.
• The net proceeds from the IPO were primarily allocated to repay outstanding debt, including revolving credit facilities and U.S. term loans, and for general corporate purposes and working capital.
• Underwriters of the IPO have a 30-day option to purchase up to an additional 7.5 million ordinary shares from the selling shareholder.

Inbound Investments

• Advent International acquired the consumer insights business from Nielsen Holdings for $2.7 billion in 2021.
• KKR later joined Advent International as a co-investor in NIQ Global Intelligence.
• Following the IPO, Advent International will retain more than 52% ownership, and KKR will hold approximately 10% ownership.

Outbound Investments

• NIQ combined with GfK in 2023, bringing together two industry leaders in consumer intelligence.
• The company acquired Gastrograph AI in April 2025 to enhance its AI capabilities and strengthen CPG innovation.
• NIQ acquired Mtrix, a Brazilian SaaS company, in August 2025 to improve supply chain visibility and expand its presence in Latin America, marking it as one of nine tuck-in acquisitions made to boost analytics capabilities since 2021.

Capital Expenditures

• NIQ Global Intelligence has invested $400 million in technology as part of its strategic transformation since its carve-out from Nielsen Holdings.
• The company's "transformation" efforts included over $520 million invested in eight tuck-in acquisitions, a strategic investment, and $400 million in AI and platform capital expenditures since 2021.
• Ongoing capital intensity for NIQ is noted to remain high, around 7-8% of sales, with organic growth investments also being a focus.