We measure
and accelerate demand.

We Measure Demand at Every Phase of the Product Life Cyce (PCL).

No more second guessing your go-to-market strategy. With Circana, you can confidently plan and read product performance relative to the market at any point of the product journey, without questioning data completeness.

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More accuracy, smarter insights

Quickly identify and track what people are buying and why with a combination of data sources backed by the largest point-of-sale data lake in the U.S.. Validate (or reject and iterate) the right hypotheses for focused collaboration.

Our POS Data Lake

Extract the right insights before you action against the unique challenges of each PLC phase

There’s no such thing as a bad business question, only bad data to back up the answer. Align demand KPIs according to the phase your product is in with ease.

Business Questions + Absolute & Relative Measures

Is there a market need for the product and how large is the potential market? Sales, Market Share Change, Category Growth Rate

Who are my target buyers and what are their needs and behaviors? Sales by Segment, Average Spend per Household, Average Spend per Buyer, Demographic Indexing

How should the new product be differentiated? Or which product attributes resonate best with my target shoppers/buyers/consumers? Sales Change by Product Attribute, Price Sensitivity, Price Bands: Good, Better, Best Analysis

Start by designing a reliable product plan through foundational research.

Build a detailed blueprint based on your target buyer’s demographics, preferences, and pain points, free from assumptions or overengineering.

Business Questions + Absolute & Relative Measures

Is my product performing as expected? Dollar Sales, Market Penetration, Market Share, Buyer Penetration, Repeat Purchase Rate

Are my marketing tactics effective? Sales on Promotion/Ad/Display, Weekly unit Sales Growth, Units per Buyer

What competitors is my buyers’ spend leaking to? Share of Wallet, Brand Awareness %

Is my product bringing new buyers to my category and brand or cannibalizing existing buyers? Category Growth Rate, Brand Growth Rate, Switching, New Lost Retained Analysis

Get early reads to fail fast and iterate quickly.

Collect preliminary user feedback when beta testing or quickly quantify new-to-market sales and marketing impact upon introduction.

Business Questions + Absolute & Relative Measures

How can we expand into new markets and increase product penetration in existing ones? Market share growth, Category Growth Rate across Channels, Regions, and Demographics

Am I adapting to new market segments? Penetration, Spend per Buyer, Basket Size, Average Spend per Purchase

Are we differentiated enough in a crowded market? Switching, Spend per Buyer, Price Sensitivity, Brand Loyalty

How can I exponentiate growth quickly? Brand Buyer Share of Wallet by Channel and Retailer (for retailer partnership exploration)

Discover drivers of changing market forces.

Spot signs for capacity to scale like buyer feedback and buyer acquisition positioning to understand your product’s rising demand and areas to adapt.

Business Questions + Absolute & Relative Measures

Am I maintaining market share and where do I have opportunities? Market Share, Share of Wallet, Buyer Churn Rate vs ROM

Is my product priced appropriately? ASP vs Competitors, Promotional Effectiveness, Repeat Purchase Rate

Do I need to diversify my category mix? Market Mix, Branded Price Brands vs Private Label Tier Price Bands, Share of Wallet Brand Gap Analysis

Are my retained buyers spending more vs LY? Spend per Buyer Growth Rate

Am I cross-selling the right products online and/or in-store? Cross Purchase Growth Rate

Size up opportunities for differentiation during maturity.

As growth slows and competition intensifies, analyze what sets your product apart to defend market share and retain buyer loyalty.

Business Questions + Absolute & Relative Measures

How can I manage product profitability more tightly? SKU Rationalization

Where are opportunities for efficiency or pockets for short term growth gains? Trend Analysis

Are my consumers not buying as much of this product? Spend per Buyer across related categories

Are my consumers spending less on a category overall? Spend per Purchase in a Trade Up/Down Analysis

Diagnose options if your product is in decline.

Product decline is natural. We’ll help you navigate decisions on exiting your product or breathing new life into it to reach sustainability or potential for renewed growth.