GOcxm And NielsenIQ Announce Motivations IQ Launch In Canadian Market

Published: 2026-05-11 12:06:28 ET NIQ

Published on 05/11/2026 at 12:06 pm EDT

GOcxm, a provider of retail execution and consumer engagement solutions for global CPG brands, and NielsenIQ (NIQ), a consumer intelligence company, announced availability of Motivations IQ to the Canadian market. At a time when brands face mounting pressure to justify marketing spend alongside increasingly fragmented shopper behavior, this new capability will close a gap in consumer intelligence, helping brands, retailers, and category teams move beyond traditional measurement to understand not just what consumers do, but why they do it. For years, organizations have relied on market, panel, and shopper data to measure consumer patterns such as what they buy, where they shop, and how behavior changes across channels.

With Motivations IQ, retailers can now add a critical missing layer: why consumers choose, stay loyal, switch, advocate, or disengage. By combining NIQ's shopper, panel, and syndicated intelligence with GOcxm's motivational model, behavioral science expertise, and AI-powered analysis, the collaboration gives clients a more complete picture of customer choices and a clearer path to action. This pairing helps brands uncover which emotional and experiential drivers matter most, where they are over- or under-delivering, and what initiatives are most likely to improve outcomes such as trial, repeat purchase, visitation, loyalty, and brand value.

Layering these motivational insights onto purchase and demographic data, brands can identify the factors influencing purchase decisions, including functional needs like value and affordability, as well as emotional drivers such as joy, empathy, and trust. Motivations IQ is built on a science-backed framework that identifies the key motivators influencing customer value and behavior. The solution helps clients: Pinpoint the most important drivers of purchase, repeat, loyalty, and advocacy; Quantify which motivators are uniquely important to their brand or category; Model the potential impact of operational, marketing, product, or messaging changes; Prioritize "now, next, later" actions based on expected business lift, not instinct; Sharpen segmentation, positioning, and activation strategies with a clearer view of what drives consumer choice.

For brands navigating increasingly complex shopper behavior, fragmented channels, and growing pressure to prove ROI, Motivations IQ offers a practical way to turn insight into action faster and with greater confidence.