Following their merger in August, Information Resources Inc. and The NPD Group have unveiled a new combined company name and brand identity: Circana.
Circana is an advisor on the complexity of consumer behavior. Through technology, advanced analytics, cross-industry data and expertise, Circana helps clients take action and unlock business growth.
“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,” said Kirk Perry, president and CEO of Circana (formerly IRI and NPD).
“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.”
Leveraging the vast data and expertise of its heritage firms, Circana tracks millions of products spanning more than 2,000 categories across 500,000 stores in 20 countries, with insights powered by the technology platform, Liquid Data. It advises about 7,000 brands and retailers worldwide.
“The combination of IRI and NPD created a category of one,” said Tod Johnson, chairman of its board of directors.
“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 Circana brand was created in partnership with global brand consulting firm, Landor & Fitch.