Circana

Circana, LLC

Formerly	National Purchase Diary Panel Inc. (1966–1975) NPD Research Inc. (1975–1988) IRI Worldwide
Company type	Private
Industry	Market research
Founded	September 28, 1966 (1966-09-28) (as National Purchase Diary Panel Inc.)
Headquarters	Chicago, Illinois , U.S.
Area served	Worldwide
Key people	Kirk Perry (Chief Executive Officer)
Products	Market intelligence Business analytics
Owner	Hellman & Friedman
Website	www.circana.com

Circana is a leading technology, data, and analytics provider. Following an August 2022 merger, market research companies IRI and The NPD Group (previously National Purchase Diary Panel Inc. and NPD Research Inc.) rebranded as Circana in March 2023. Circana is majority owned by American private equity firm Hellman & Friedman. Its global headquarters is in Chicago, Illinois, USA. The company employs approximately 9,000 people globally.

Circana provides companies with insights and analysis through its tracking of consumer spending across millions of products spanning more than 2,000 categories in more than 500,000 stores in 20 countries. Categories covered include food and beverage, beauty, health, technology, apparel, auto, home, sports, entertainment, and more. The company's insights are powered by the Circana technology platform Liquid Data. Circana counts among its clients nearly 7,000 brands and retailers worldwide.

Circana advises companies on the complexity of consumer behavior. Through its technology, advanced analytics, cross-industry data, and industry expertise, Circana provides clarity that helps the world's leading brands and retailers take action and unlock business growth.

Management

Kirk Perry is Circana’s chief executive officer. Previously he was chief executive officer of IRI.

The Circana executive management team comprises leaders with backgrounds in consumer insights, technology, marketing, consumer packaged goods, general merchandise, retail, and analytics. The team leverages its global expertise across these areas to drive ongoing innovation in the company and create value for all of its stakeholders.

Technology

Circana's Unify+ business intelligence software gives the company’s clients access to their data in one place. Its user experience is designed to strengthen collaboration across organizations and help companies grow.

The Liquid Data technology platform integrates Circana’s point-of-sale and panel data covering more than 20 industries, frequent shopper data from loyalty cards, hundreds of third-party datasets, and proprietary client data. It provides businesses with a comprehensive view of their consumers, enabling them to make informed product and marketing decisions and drive growth.

Solutions

Circana clients include manufacturers, retailers, distributors, and operators. Circana’s solutions help them measure demand and accelerate demand for their products by addressing challenges related to understanding the market and consumers, innovation, analytics, marketing, and supply chain.