Following a merger in August 2022, Information Resources, Inc. (IRI) and the NPD Group announced a new brand name and mission statement.
 
The newly-formed unit, called Circana, will serve its mission as a “leading advisor on the complexity of consumer behavior.”
 
“We are proud to begin this new chapter together as Circana, a name that conveys our 360-degree, full-circle understanding of the consumer and market, and our unique ability to bring clients a complete view of the consumer, store, and wallet,” said Kirk Perry, president and chief executive officer, Circana. “In today’s dynamic global retail and media environment, our value proposition has never been stronger. Circana is undeniably best positioned to advise the world’s leading brands and retailers across almost every industry on how to identify opportunity, ignite innovation and grow well into the future.”
 
Leveraging the data and expertise of the two prior firms, Circana tracks millions of products across over 500,000 stores in 20 countries, which it breaks down into over 2,000 categories. Its insights are powered by a technology platform called Liquid Data, and Circana advises almost 7,000 brands and retailers worldwide.
 
“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,” said Tod Johnson, chairman of Circana’s board of directors. “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.” 
 
Circana was created in partnership with global brand consulting firm Landor & Fitch.