IRI, NPD unveil combined brand identity, Circana

On the heels of their merger, the consumer research firms have adopted a new brand

Following their merger in August last year, research firms IRI and NPD have revealed a new combined name and brand identity, Circana.

Circana tracks millions of products spanning more than 2,000 categories across over 500,000 stores in 20 countries, with insights powered by technology platform Liquid Data. Today, Circana advises almost 7,000 brands and retailers worldwide.

“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, in a statement. “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.”

The Circana brand was created in partnership with global brand consulting firm Landor & Fitch.

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