NPD Group

Was one of the top-tier market research firms in the United States, particularly strong in non-food consumer goods and retail analytics; now succeeded by Circana following its 2023 merger with IRI.

NPD Group, now operating as Circana following its 2023 merger with IRI, was a global market research and consumer intelligence firm that monitored point-of-sale transactions from 290 million households worldwide to deliver real-time insights into what consumers buy, where, and why.¹ In the advertising and retail space, NPD Group integrated with point-of-sale software providers to offer market data analytics — enabling participating retailers to identify consumer trends and make strategic, data-driven decisions.² NPD offered data, industry expertise, and prescriptive analytics to help clients grow their businesses across all channels, including brick-and-mortar and e-commerce, with over 2,000 companies worldwide relying on the firm to measure, predict, and improve performance.² NPD served a wide range of industries, including apparel, appliances, automotive, beauty, consumer electronics, food and beverage, housewares, information technology, music, toys, travel, and video games.³ Altogether, NPD worked with more than 1,000 clients, many of which were Fortune 500 companies such as Dell, General Electric, Mattel, Nike, Unilever, and Warner Brothers.³ Source 1: improvado.io — Circana: What It Is & How It Works (2026 Guide) Source 2: celerant.com — NPD Group (Circana) Integration | Retail Data Analytics Source 3: encyclopedia.com — The NPD Group, Inc.