NPD Group

One of the largest market research firms in North America, now integrated into Circana following its merger with IRI in 2022

NPD Group is a prominent market research and consumer insights company that provides data, analytics, and advisory services across more than a dozen major industries including technology, entertainment, food, fashion, and sports. Founded in 1966, NPD built its reputation on point-of-sale retail tracking data and consumer panel research, helping brands and retailers understand market trends, competitive dynamics, and consumer behavior. The company serves thousands of clients globally, offering granular sales data, forecasting, and strategic consulting to help businesses make informed decisions about product development, marketing, and distribution. In the AdTech and media ecosystem, NPD plays a meaningful role by providing audience measurement, consumer spending data, and media consumption insights that inform advertising strategy and campaign planning. Its data assets help advertisers and media companies understand how consumers discover, evaluate, and purchase products across channels, making it a valuable partner for brands seeking to connect advertising investment to real-world sales outcomes. In December 2022, NPD Group completed a merger with IRI, a data and technology company specializing in CPG and retail analytics, to form Circana. Under the Circana brand, the combined entity operates as one of the largest market research and analytics firms in the world, though NPD's methodologies, data assets, and client relationships continue to underpin significant portions of Circana's offerings. The merger was designed to create a more comprehensive view of consumer behavior across both CPG and durable goods categories.