Circana

One of the largest market research and consumer analytics firms globally, formed from the merger of IRI and NPD Group, with strong positioning in CPG, retail, and media measurement

Circana was formed in March 2023 through the rebranding of the combined entity created by the merger of IRI and The NPD Group, two of the most established names in market research and consumer analytics. The company provides comprehensive data, predictive analytics, and consulting services that help brands, retailers, and manufacturers understand consumer purchasing behavior, market share, and category performance across industries including CPG, food and beverage, health and beauty, technology, apparel, and more. With access to one of the largest consumer purchase datasets in the world, Circana serves as a critical intelligence layer for companies making decisions about pricing, promotion, assortment, and media investment. In the AdTech and media measurement ecosystem, Circana plays an increasingly important role by connecting purchase-based data to advertising outcomes. Its capabilities allow advertisers and media companies to measure the real-world sales impact of advertising campaigns, making it a key player in closed-loop attribution and retail media analytics. Circana's data is used to validate audience targeting, optimize media spend, and demonstrate ROI across linear TV, streaming, digital, and in-store channels. Circana competes with major players like Nielsen, NielsenIQ, Numerator, and Kantar, and has positioned itself as a differentiated alternative by combining the breadth of CPG and non-food retail data that IRI and NPD respectively brought to the merger. The company serves thousands of clients globally, including many Fortune 500 brands and major retailers, and continues to expand its technology platform and data partnerships to address the evolving needs of the retail media and omnichannel measurement landscape.