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CHICAGO – Information Resources Inc. and The NPD Group merged in August 2022, and today the combined company has been rebranded under the name 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 unique ability to bring clients a complete view of the consumer, store and wallet,” said Kirk Perry, president and chief executive officer of the rebranded company. “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.”
Circana is the leading advisor on the complexity of consumer behavior, according to the company, which says its unparalleled technology, advanced analytics, cross-industry data and deep expertise allow it to provide the clarity that helps clients take action and unlock business growth. 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, with insights powered by the Liquid Data technology platform. Today, Circana advises almost 7,000 brands and retailers worldwide.
“The combination of IRI and NPD created a category of one,” Circana chairman Tod Johnson 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 Circana brand was created in partnership with the global brand consulting firm Landor & Fitch.
