
NIQ, a global leader in consumer intelligence, and OpenBrand, an innovator in AI-powered market measurement and competitive intelligence, have announced a groundbreaking strategic collaboration. This partnership aims to revolutionize market intelligence solutions for the global consumer electronics industry. By integrating their extensive datasets, advanced AI-driven technology, and unparalleled expertise, the two companies will deliver innovative tools designed to tackle critical challenges faced by retailers, manufacturers, and institutional investors across more than 50 countries.
Transforming Market Intelligence
The collaboration between NIQ and OpenBrand is poised to set a new benchmark in market intelligence. “Our alliance with NIQ is about setting a new standard,” said Greg Munves, CEO of OpenBrand. “By leveraging our proprietary AI and integrating our diverse datasets, we’re providing stakeholders with timely, unified, and actionable intelligence that drives better decisions and more profitable outcomes.”
This partnership will culminate in a co-developed suite of products that bridge longstanding gaps in market understanding. Using AI-driven analytics and a variety of robust, multisource calibration techniques, these solutions will offer clients the most accurate view of omnichannel market performance in the tech and durable goods categories. Additionally, the new tools will address persistent industry challenges, such as masking, data bias, and disconnected insights, providing a clearer and more actionable understanding of market dynamics.

Key Benefits of the Collaboration
The joint initiative will deliver transformative benefits through its innovative approach to market intelligence:
1. Eliminating Black Holes
The new tools aim to resolve critical issues such as masking, sample bias, timeliness, and fragmented data. This will result in more accurate and reliable insights for stakeholders.
2. Integrated Insights
By combining advanced AI technologies with diverse datasets, the solutions will provide a unified market view. This integration will empower businesses with sophisticated, data-driven decision-making capabilities.
3. Designed Collaboratively
The product suite is being developed in collaboration with key industry stakeholders, including retailers, manufacturers, and trade associations. This ensures the solutions are practical, actionable, and tailored to address real-world needs.
4. Global Reach
Designed for scalability, these solutions will be deployed in over 50 countries, enabling them to drive meaningful change across diverse and dynamic markets worldwide.
A New Era in Market Intelligence
Elizabeth Buchanan, President of NIQ North America, highlighted the significance of this collaboration. “POS data has long been a cornerstone of market intelligence, providing essential insights into consumer behavior,” she said. “By collaborating with OpenBrand, we’re building on this foundation, leveraging our combined data assets with advanced AI-driven solutions to address common challenges in the tech and durables industry. Together, we’re delivering a more comprehensive and timely view of the market, designed for today’s fast-paced landscape.”
Greg Munves echoed these sentiments, emphasizing the potential of this alliance to set a new standard in the industry. “Our partnership is about empowering stakeholders with intelligence that’s not only timely and accurate but also actionable. By providing deeper insights, we’re enabling better decision-making and driving profitability for businesses.”
Driving Business Success
This collaboration underscores a shared commitment to empowering businesses and investors in an increasingly competitive environment. With market dynamics evolving rapidly, the ability to access timely and actionable intelligence is more critical than ever. NIQ and OpenBrand’s joint solutions aim to equip businesses with the tools they need to navigate challenges and capitalize on opportunities effectively.
The first wave of these innovative market intelligence solutions is scheduled to launch in 2025. They are expected to redefine how businesses analyze market performance and make strategic decisions in the tech and consumer durables sectors.
About NIQ
NIQ (formerly NielsenIQ) is the world’s leading consumer intelligence company, providing the most comprehensive understanding of consumer buying behavior and uncovering new growth opportunities. Following its 2023 merger with GfK, NIQ has become an unmatched global powerhouse with operations in more than 95 countries, covering 97% of global GDP. By combining advanced analytics with state-of-the-art platforms, NIQ delivers the Full View™—a holistic perspective on retail and consumer trends.
For more information, please visit www.niq.com.
About OpenBrand
OpenBrand is a leading real-time market intelligence platform specializing in the consumer durables market. Using cutting-edge optical web collection and AI-based processing technology, OpenBrand delivers the most accurate, dependable, and timely competitive intelligence and market measurement data available. Brands and retailers rely on OpenBrand’s insights to understand market dynamics and make strategic adjustments to stay ahead of the competition.