Following the recent NIQ C360 conference, World Data Lab CEO Wolfgang Fengler shared his insights on the event’s key themes, emerging consumer trends, and the implications for the future of global markets and data-driven decision making.
What was your biggest takeaway from NIQ C360 this year?
The most striking takeaway was how central data has become in shaping the future. It was remarkable to see hundreds of analysts from the consumer goods sector coming together to make sense of both immediate challenges and long-term shifts. It really reinforced the unique opportunity World Data Lab has to contribute meaningful insights in this space.
How did the event reinforce or challenge your current views on where global consumer markets are headed?
The event emphasized just how dominant the U.S. market continues to be. Our own data shows that one in every three dollars spent globally comes from the U.S. That said, there’s a growing recognition among global players that future growth lies in understanding broader dynamics: how consumers behave across cities, age groups, income levels, and regions. That aligns closely with our focus at World Data Lab.
Were there any trends or technologies that you think will significantly shape the future of consumer insights?
NielsenIQ’s announcement about accelerating their scan data cycle to weekly updates is notable, especially at their scale, but it still sits within the framework of point of sale, retail data. What’s still missing in the broader industry is the informal market: wet markets and even certain retail segments.
Where World Data Lab adds value is in completing that picture. We provide forward-looking, hyper-granular forecasts segmented by age, gender, income bracket, geographic location and beyond. That level of detail and global coverage enables our partners to uncover gaps, avoid duplication, and make more accurate projections.
How does World Data Lab complement more traditional data providers like NielsenIQ?
Traditional providers like NielsenIQ are excellent at mapping certain market segments in great detail, particularly within structured retail environments. World Data Lab complements that by factoring in the missing pieces and providing a future- facing lens.What we do complements that, we bring in the missing pieces and provide a future-facing lens.
Our models forecast consumer behavior across more than 6,000 cities and over 220 categories It creates a powerful combination when matched with NielsenIQ’s historical data and scale and we’ve already started collaborative discussions with their product team about how to combine our strengths.
What does this mean for World Data Lab’s direction going forward?
C360 was a real inflection point. We’ve demonstrated our use-case and value with some of the world’s biggest brands across tech, personal care, and food and beverage. Now it’s about scaling, taking what has worked and expanding it to a wider set of partners.
We’ll be releasing several product innovations in the coming months, including:
What’s next for the NielsenIQ and World Data Lab partnership?
Our next joint release is the Gen X Report (The X-Factor), which examines consumer spending through the lens of generational shifts. While Gen Z and Millennials often dominate the conversation, Gen X currently holds the most aggregate wealth globally and will remain a critical segment for businesses to target.
In the report we also explore the importance of considering regional nuances for brands seeking to refine their global strategy. For example, while Gen X are among the highest‑income individuals in manyWestern markets, Millennials and Gen Z tend to dominate in emerging economies.
Any Final thoughts?
This is an exciting moment for World Data Lab. Our collaboration with NielsenIQ is deepening, our products are evolving, and our insights are becoming more actionable than they’ve ever been before. We’re building something that complements, and in many cases, extends, the existing industry toolkit.