Information Resources, Inc. (IRI) and The NPD Group (NPD) announced their merger in August of 2022, and now they have unveiled a new combined company name and brand identity: Circana.
Circana aims to be the leading advisor on the complexity of consumer behavior, providing clients with clarity that helps them take action and unlock business growth. The new name was chosen because it conveys the company’s 360-degree, full-circle understanding of the consumer and market, as well as its unique ability to bring clients a complete view of the consumer, store, and wallet.
Kirk Perry, the president and CEO of Circana (formerly IRI and NPD), said, “We are proud to begin this new chapter together as Circana. In today’s dynamic global retail and media environment, our value proposition has never been stronger. Circana is undeniably best positioned to advise the world’s leading brands and retailers across almost every industry on how to identify opportunity, ignite innovation and grow well into the future.”
With unparalleled technology, advanced analytics, cross-industry data, and deep expertise, Circana is leveraging the vast data and expertise of its heritage firms to track millions of products spanning 2,000+ categories across 500,000+ stores in 20 countries, with insights powered by the industry’s most advanced technology platform, Liquid Data®. Today, Circana advises almost 7,000 brands and retailers worldwide.
Tod Johnson, the chairman of Circana’s board of directors, believes that the merger of IRI and NPD has created a category of one. He said, “In the months since the merger, we have demonstrated — for our clients and for our team — the immense value of bringing our firms together. Moving forward with a unified name and brand signifies that Circana is committed to delivering on the full value of our powerful combination for all of our stakeholders, with a relentless focus on innovation and growth.”
The new Circana brand was created in partnership with global brand consulting firm Landor & Fitch. With a new name and brand identity, Circana is ready to continue providing its clients with “Unparalleled insights into consumer behavior and helping them unlock growth in their businesses.”