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.
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| Formerly |
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|---|---|
| Company type | Private |
| Industry | Market research |
| Founded | September 28, 1966; 57 years ago (1966-09-28) (as National Purchase Diary Panel Inc.) |
| Headquarters |
,
U.S.
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Area served | Worldwide |
Key people | Kirk Perry (Chief Executive Officer) |
| Products |
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| Owner | Hellman & Friedman |
| Website | www |
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.