CHICAGO, IL - It is the dawn of a new age. After merging in August 2022, two prominent consumer behavior advisors are joining under one name. Information Resources, Inc. (IRI) and The NPD Group will now be jointly known as Circana™.

“We are proud to begin this new chapter together as Circana, a name that conveys our 360-degree, full-circle understanding of the consumer and market, and our unique ability to bring clients a complete view of the consumer, store, and wallet,” said Kirk Perry, President and Chief Executive Officer. “In today’s dynamic global retail and media environment, our value proposition has never been stronger. Circana is undeniably best positioned to advise the world’s leading brands and retailers across almost every industry on how to identify opportunity, ignite innovation, and grow well into the future.”

Leveraging the vast data and expertise of its heritage firms, Circana tracks millions of products spanning over 2,000 categories across more than 500,000 stores in 20 countries. According to a press release, this network is supported by insights from Liquid Data®. Today, Circana advises almost 7,000 brands and retailers worldwide.

The Circana brand was created in partnership with global brand consulting firm Landor & Fitch, the release noted.

“The combination of IRI and NPD created a category of one. In the months since the merger, we have demonstrated—for our clients and for our team—the immense value of bringing our firms together,” said Tod Johnson, Chairman of the Board of Directors. “Moving forward with a unified name and brand signifies that Circana is committed to delivering on the full value of our powerful combination for all of our stakeholders, with a relentless focus on innovation and growth.”

For more from the newly formed organization, stick with us at ANUK.

Circana™