NIQ – a new office with a variety of views

By: Trademagazin editor Date: 2025. 11. 06. 13:00

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A family atmosphere and a “housewarming” vibe welcomed POPAI members to NIQ’s (NielsenIQ) new office on Deák Square.

This article is available for reading in Trade magazin 2025/11.

Customer relations director Krisztina Holczinger-Zay was the host of POPAI’s October meeting. In her presentation senior analytic insight associate Zsófia Horváth emphasised that rising food prices are the main concern globally, regionally and in Hungary. According to domestic consumers, discount stores offer the best prices and the majority of FMCG sales are realised here.

A házigazda NIQ csapat: Holczinger-Zay Krisztina, Viczkó Szilvia, Pádár Kata, Horváth Zsófia

Sales business partner Szilvia Viczkó highlighted the role of AI research and its future potential. In addition to everyday use, AI is also becoming increasingly common in market research and is woven into NIQ’s analytical solutions, from shelf space planning to product portfolio optimisation and innovation to forecasting.

A kilátások terme – NIQ-tárgyaló

Sales business partner Kata Pádár reviewed how technology and development can serve as a compass in an unpredictable world. AI also makes it possible to involve virtual respondents in research, who are simulated personas based on real consumer data.