History in
the Making
Circana’s legacy is built on the strong foundation of IRI and NPD, two of the world’s leading market information companies for decades.
John Malec and Gerry Eskin founded IRI in 1979 to track consumers’ behavior and connect it to products those consumers bought at the supermarket. Leveraging first-to-market technology, IRI came to have the largest repository of purchase, media, social, casual, and loyalty data in the industry, using this to drive growth for 5,000 companies across the globe.
NPD was founded in 1966 by Henry Brenner, who developed a system to record consumers’ buying habits through purchase diaries. More than 2,000 companies worldwide would come to rely on NPD to help them measure, predict, and improve performance. NPD offered data, industry expertise, and prescriptive analytics to help its clients understand the retail landscape and prepare for the future.
We Are
IRI and NPD came together in 2023 to become the world’s leading advisor on the complexity of consumer behavior. As Circana™, we set ourselves apart based on three pillars:
The Most
Complete View
We start with the most complete data, add cross-industry insights, and deliver it all through the lens of our deep category expertise. When our clients see the complete consumer, the complete market, and the complete store, they gain a full understanding that leads to confident action.
Unparalleled
Technology
Our Liquid Data® platform makes it easy to work with cross-industry data and advanced analytics. Seeing all the angles makes it easier to find new opportunities and spark growth.
Deep Industry
Expertise
Our industry experts are strategic partners who understand each client’s business. That allows us to push beyond insights into ideas that ignite new thinking and lead to better outcomes.
Our Promise
Understanding behaviors is a deep analytical journey. We like to think we can be your light in that deep dark sea of unknown. We can guide you with more than just a hunch. It can be backed up by our tools, and our talents. Our promise is that your questions can not only get answered, but can be improved. Oh, and we do it by:
Hear from our team
The culture here thrives on inclusivity and respect for different perspectives, making every challenge an opportunity for growth and innovation. I love the work environment that fosters a sense of belonging, making Circana a rewarding place to work!
Frank DeLoitte
Head of Analytics & Consulting,
South Africa
Being part of Circana from Italy has been a remarkable journey.
The emphasis on cross-regional and global collaboration has enriched my work experience, providing diverse perspectives and innovative solutions.
Kacey Lunnock
Corporate Marketing,
Italy
Working at Circana has been an incredibly powerful experience. The environment encourages creative problem-solving, allowing me to tackle challenges in innovative ways. The supportive culture enables me to bring my best self to work.
Mylie Sonatra
Manager, Creative Services,
USA
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Our clients make us complete
What we needed was the ability to measure the Covide respons, and Circana's Monthly Sensitivities gave us the real time view of the consumer response, allowing us to time align to actions over time.
We chose Circana for this effort because we have a great existing relationship with them, and the Monthly Sensitivities blends well with what we already have in place.
Rich Seifrid
Manager, Advanced Analytics
Conagra
As a small brand, we are efficient, we are mighty, but we lack certain resources, data being one of them and entering the retailed space for the first time we needed a little bit of hand holding, extra insights, things that we wouldn't have ordinarily known about.
Circana are always ready and available to provide us with the data we're looking for. We are able to reach out and receive something actionable.
Kate Fernandez
Head of Brand
Mented Cosmetics
Ulta Beauty values Circana's Checkout tool as an instrumental resource for helping us better understand the evolving consumer landscape and how shoppers are actively engaging with the category.
As the nation's largest beauty retailer and leading destination for brands to be discovered by passionate beauty enthusiasts, we're focused on evolving with our guests and see a responsibility to anticipate and deliver on their expectations.
Elizabeth Oates
Vice President Consumer Insights Monthly
