IRI and NPD have unveiled a new combined company name and brand identity following their merger, which was announced in April 2022. The complex consumer behavior advisor will now be known as Circana (pronounced “Sir-kah-na”).
Circana tracks millions of products spanning 2,000+ categories across 500,000+ stores in 20 countries, with insights powered by its technology platform, Liquid Data. Circana advises almost 7,000 brands and retailers worldwide.
Tod Johnson, chairman of Circana’s board of directors, said: “The combination of IRI and NPD created a category of one. 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.”
