Reckitt Cuts Research Time 65% With NIQ AI

Reckitt has reported major efficiency gains after adopting NIQ BASES AI Screener, an AI-powered tool that evaluates and optimizes product concepts before physical development begins. The results include 70% faster insight generation, cutting timelines from weeks to hours, and research costs reduced by 50%. The tool also delivered 2-3x higher concept performance compared to previous human-developed benchmarks, while requiring 75% fewer physical prototypes. The case study highlights a broader industry shift toward predictive, data-driven innovation as companies face pressure to bring products to market faster.