Following their merger last summer, Information Resources, Inc. (IRI) and The NPD Group are now under the combined brand name Circana, according to a Tuesday press release.
Utilized by nearly 7,000 brands and retailers across 20 countries and 500,000 stores, Circana uses technology, analytics, cross-industry data and expertise to help its clients with business growth, per the announcement.
“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,” Kirk Perry, president and CEO of Circana, said in the press release.
Prior to the merger, IRI and NPD each independently served as data providers for clients and predicted trends by tracking sales, media, market trends and customer loyalty. IRI’s predictive analytics software, Liquid Data, is being carried over to the newly branded, combined company.
Circana compiles data from across the $2.9 trillion consumer brand and retail market in eight segments: food and beverage; fashion; home; technology; beauty and health; alcohol and tobacco; entertainment; and auto parts. The company notes it can offer clients an overview of the path from purchase to consumption both at and away from home.
The Circana brand was created through a partnership with Landor & Fitch, a global brand consulting firm, the announcement notes.
