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:
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