Circana is built on the strong foundation of IRI and NPD, two of the world’s leading market information companies for decades.
Decades of market intelligence come together to deliver a more complete view of the consumer and the market.
John Malec and Gerry Eskin founded IRI in 1979 to track consumers’ behavior and connect it to the products they bought at the supermarket. Leveraging first-to-market technology, IRI built one of the industry’s largest repositories of purchase, media, social, causal, and loyalty data—fueling growth for more than 5,000 companies worldwide.
NPD was founded in 1966 by Henry Brenner, who pioneered a system to record consumers’ buying habits through purchase diaries. Today, more than 2,000 companies rely on NPD to measure, predict, and improve performance with data, industry expertise, and prescriptive analytics that prepare businesses for what’s next.
Circana™ is a leader in providing technology, AI, and data to fast-moving consumer packaged goods companies, manufacturers, and retailers seeking to optimize their businesses. Our predictive analytics and technology empower clients to measure market share, uncover the consumer behaviors driving it, and accelerate growth with confidence. Circana's Liquid Data™ platform is powered by an expansive, high-quality data set and intelligent algorithms refined across six decades of domain expertise.
Our people, coupled with the data and science that power our Liquid Data technology platform, provide objective, precise, actionable analytics. We cover 26 industries for clients across the consumer packaged goods, retail, and manufacturing industries.
We empower clients to measure demand for their products to uncover both risks and opportunities so they know where to focus to accelerate demand for the products they sell. Here's how:
Through our unmatched data set, state-of-the-art technology, and domain expertise, we're poised to lead the AI revolution across the retail, manufacturing, and consumer packaged goods industries.
Liquid Data is one of the most integrated, most customizable, and fastest technology platforms in the industry. And Circana was one of the first in the industry to integrate AI within our technology platform
Over 7,000 of the world's leading brands rely on our team's deep industry expertise across the retail, consumer packaged goods, and manufacturing industries.
Foresight and innovation are in Circana's DNA, and this is reflected in our solutions and the way our business operates. Our science is backed by six decades of domain expertise.
" I love being able to work across all our solutions and products, with our biggest clients, helping them solve the problems they face daily and coming up the most creative solutions we can to deliver against those business issues.
" What I love the most in my job is that we make lives easier. We do this by being creative, flexible, and challenging ourselves and each other every day. We come up with new ideas, innovate on how we can improve systems and processes. It's fun to work in an environment where we challenge each other to better serve our clients.
" We collaborate with people all across the organization to make solutions as memorable and easy to understand as possible. For my role, I produce training videos, which uses analytical power and creativity - which is such a great combination! I'm so grateful that I get to share the stories of Circana.