The Survey Groups tool, which is available immediately within NIQ Discover, builds on NIQ Panel Surveys by linking attitudinal insights to purchase behaviour from the company’s consumer panels.

The consequence is that clients would be able to analyse the motivations behind performance shifts and identify opportunity gaps, as well as analysing key customer segments, understanding drivers behind brand and category performance, identifying barriers to purchase, and examining causes of brand or category lapsing.

Users can also independently create and analyse Survey Groups at a question-and answer-level, allowing self-serve segmentation across markets.

NIQ said it would seek to add additional new features in the coming months.

Troy Treangen, chief product officer at NIQ, said: “NIQ has delivered Panel Survey capabilities for many years, helping clients understand the motivations behind consumer behaviour through verified purchase data.

“What’s new with Survey Groups is that these insights are now integrated directly into Discover, making them easier to access, analyse and activate within existing workflows.”