IRI and NPD rebrand as Circana to help clients unlock business growth

Kirk Perry, President and Chief Executive Officer at Circana
Kirk Perry, President and Chief Executive Officer at Circana

Following their merger in August 2022, Information Resources, Inc. (IRI) and The NPD Group (NPD) have unveiled a new combined organisation name and brand identity: Circana. Circana™ is one of the leading global advisors on the complexity of consumer behavior. 

What is the market offering of Circana?

Through unparalleled technology, advanced analytics, cross-industry data and deep expertise, Circana provides clarity that helps clients take action and unlock business growth. The Circana brand was created in partnership with global brand consulting firm Landor & Fitch.

Leveraging the vast data and expertise of its heritage firms, Circana tracks millions of products spanning 2,000+ categories across 500,000+ stores in 20 countries across the world, with insights powered by the industry’s most advanced technology platform, Liquid Data®. Additionally, Circana advises almost 7,000 brands and retailers worldwide.

What does the rebrand mean for Circana?

“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 ability to bring clients a complete view of the consumer, store and wallet,” said Kirk Perry, President & CEO, Circana.

“In today’s dynamic global retail and media environment, our value proposition has never been stronger. Circana is best positioned to advise brands and retailers across almost every industry on how to identify opportunity, ignite innovation and grow well into the future.” 

Tod Johnson, Chairman of Circana’s Board of Directors, said, “The combination of IRI and NPD created a category of one. In the months, we have showed — 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 stakeholders, with a relentless focus on innovation and growth.”