NIQ (NYSE: NIQ) released a case study showing consumer goods company Reckitt reduced research timelines by up to 65% using the NIQ BASES AI Screener platform, according to a company statement.

The AI-powered tool helped Reckitt generate insights 70% faster, reducing development timelines from weeks to hours. The company reported concept performance improved 2-3 times compared to previous benchmarks developed through traditional methods.

Reckitt also reduced research costs by 50% and required 75% fewer physical prototypes during product development. The platform uses synthetic personas based on NIQ's consumer behavioral data to predict product performance without traditional testing methods.

"AI is helping us do what we've always wanted—to learn early, fail fast, and optimize quickly," said Dr. Elaine Rodrigo, Chief Insights & Analytics Officer at Reckitt. "The quality of what we get from NIQ BASES—especially the precision in how they build their synthetic data panel—gives us confidence that we're basing decisions on real consumer behavior."

The BASES AI Screener evaluates innovation concepts using artificial intelligence trained on NIQ's consumer purchase data. The self-service platform is designed for companies managing large idea pipelines and is currently available in select markets and categories.

Curtis Miller, President of Enterprise and Activation Solutions at NIQ, said the platform helps companies "move from ideas to decision-ready innovation with greater speed and confidence."

NIQ operates in more than 90 countries and covers approximately 82% of the world's population. The company provides consumer intelligence services to brands and retailers.