Circana

One of the largest consumer intelligence and market measurement firms globally, competing directly with Nielsen and NielsenIQ in CPG and retail analytics

Circana is a global consumer intelligence firm, born from the 2023 combination of IRI and The NPD Group, that delivers purchase behavior tracking, brand performance measurement, and market trend analysis across CPG, retail, restaurant, and entertainment sectors.¹ Circana plays a critical role in advertising measurement by bridging the gap between ad spend and offline sales outcomes — a blind spot for traditional digital attribution, given that the majority of CPG and retail revenue is generated in physical stores.¹ Marketers and media planners use Circana's data to measure in-store sales lift from digital campaigns, optimize promotional calendars, and align media investment behind high-velocity products rather than slow-moving SKUs.¹ Its predictive models also support media planning through demand forecasting, while its omnichannel data helps brands understand how digital advertising influences in-store purchases, enabling a unified view across e-commerce and brick-and-mortar channels.¹ On the platform side, Circana offers analytics solutions including Liquid Data®, Liquid Data Go®, and Liquid Data Collaborate™, which serve CPG brands, retailers, and manufacturers across the US, Europe, and Asia.² Source 1: improvado.io — Circana: What It Is & How It Works (2026 Guide) Source 2: preqin.com — Circana Group Asset Profile