AI Drives Faster Product Development
By utilising NIQ’s AI-powered insights, Reckitt has significantly accelerated its product innovation process. Research timelines have been reduced by up to 65%, enabling quicker market introduction of new products. In today’s fast-paced consumer landscape, companies are under pressure to innovate swiftly. Traditional research and development cycles often impede decision-making. The shift toward predictive, data-driven innovation is reflected in Reckitt’s adoption of AI-powered screening.n
“AI is helping us do what we’ve always wanted—to learn early, fail fast, and optimise quickly,” stated Dr. Elaine Rodrigo, Chief Insights & Analytics Officer at Reckitt. The insights from NIQ BASES, especially the precision in synthetic data, give Reckitt confidence in making decisions based on real consumer behavior. This enables efficient idea refinement and optimization before investing in physical development.n
Using the NIQ BASES AI Screener, Reckitt has achieved a 70% quicker generation of insights. The AI-driven process resulted in a two to three times improvement in concept performance compared to traditional human-developed benchmarks. By employing synthetic personas based on NIQ’s proprietary consumer behavioral data, Reckitt ensures more reliable and regularly refreshed predictions.n
Enhanced Efficiency and Cost Reductionn The
AI tools have allowed a 50% reduction in research costs and a 75% decrease in the need for physical prototypes. the speed to market is significantly enhanced. Curtis Miller, President of Enterprise and Activation Solutions at NIQ, remarked, “The companies winning today are those that can turn consumer understanding into action, faster.” By leveraging advanced AI models, NIQ aids clients in moving from ideas to decision-ready innovation with greater speed.n NIQ’s AI solutions have been embedded by Reckitt across the early stages of its innovation process. This integration spans multiple categories and markets, enabling teams to design more consumer-centric solutions rapidly.
The approach supports teams in evaluating, screening, and optimizing early ideas or concepts before proceeding to research and development.n Continuing to embed NIQ’s AI solutions into its innovation processes, Reckitt aims to maintain its competitive edge. This strategy enhances efficiency and ensures that Reckitt continues to lead in consumer-centric product development. By embracing AI-driven insights, Reckitt is committed to delivering innovative solutions that meet evolving consumer demands.
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Last updated: 8 April 2026, 12:08 pm
