NielsenIQ (NYSE: NIQ) and GOcxm announced the availability of Motivations IQ in the Canadian market on May 11. The service combines NIQ's shopper and panel data with GOcxm's behavioral science and artificial intelligence capabilities to analyze consumer purchase motivations.

Motivations IQ aims to help brands understand the reasons behind consumer behavior rather than just tracking purchase patterns. The service integrates NIQ's market and shopper data with GOcxm's motivational analysis framework to identify emotional and experiential factors that influence consumer decisions.

The platform provides clients with tools to identify drivers of purchase behavior, quantify motivators specific to their brand or category, and model potential impacts of operational or marketing changes. The service also helps companies prioritize business actions based on expected outcomes.

"Understanding today's consumer requires more than knowing what happened. This collaboration with GOcxm strengthens our ability to help clients understand the full consumer picture," said Mike Ljubicic, Managing Director at NIQ.

Gary Kalk, CEO at GOcxm, stated that the partnership combines NIQ's market behavior insights with GOcxm's motivational intelligence to help clients move from data observation to actionable decisions.

NIQ operates in more than 90 countries and covers approximately 82% of the world's population. The company analyzes more than $7.4 trillion in global consumer spending. GOcxm provides retail execution and consumer engagement solutions for consumer packaged goods brands.

The information was provided in a company press release statement.