The NPD Group: Now Known as Circana – A Comprehensive Overview of the US Consumer Research Giant
The NPD Group, now operating as Circana, stands as a cornerstone in the world of market research and consumer insights. This transformation follows the merger of The NPD Group and Information Resources, Inc. (IRI), a move that created a global powerhouse in data analytics and market intelligence. As one of the leading US consumer research organizations, Circana leverages decades of expertise to provide businesses with actionable insights across multiple industries, driving growth and innovation.
What is Circana?
Evolution from The NPD Group to Circana
Founded in 1966, The NPD Group initially focused on tracking consumer purchasing behavior through innovative methods like purchase diaries. Over the years, the company expanded its reach, providing critical data and analytics to industries such as retail, technology, beauty, foodservice, and more. In 2023, The NPD Group merged with IRI and rebranded as Circana. This merger brought together over 100 years of combined experience in market research, solidifying Circana as a leader in global consumer insights.
Circana’s Mission and Vision
Circana’s mission is clear: to transform complex data into meaningful insights that help brands address their toughest business challenges. With a focus on leveraging big data, AI-powered analytics, and deep industry expertise, Circana empowers businesses to innovate, meet consumer demand, and grow sustainably.
Core Specialties of The NPD Group (Now Circana)
Comprehensive Market Tracking
Circana specializes in providing comprehensive market tracking solutions that allow businesses to monitor performance across various channels. These include:
- Point-of-Sale (POS) Tracking: Insights into sales data collected directly from retailers.
- E-commerce Tracking: Monitoring online consumer behavior to track emerging trends.
- Receipt Tracking: Detailed analysis of consumer purchases across multiple touchpoints.
Omnichannel Analytics and Consumer Insights
Circana’s strength lies in its ability to integrate data from multiple channels, creating a seamless understanding of consumer behavior. This includes:
- Omnichannel Analytics: Combining physical and digital data for a holistic view.
- Consumer Tracking: Understanding consumer habits, preferences, and buying journeys.
- Brand Loyalty Metrics: Measuring consumer loyalty and identifying potential brand leakage or customer attrition.
Predictive Analytics and Forecasting
Circana offers cutting-edge tools for predicting future trends, such as:
- Market Forecasting: Anticipating industry growth and consumer demand.
- New Product Forecasting: Helping brands assess the potential success of new launches.
- Pricing and Promotion Strategies: Fine-tuning pricing models for maximum profitability.
Industries Served by Circana
A Multitude of Industries Under One Roof
Circana serves over 25 industries, providing specialized insights and analytics tailored to the unique needs of each sector. Major practice areas include:
- Apparel and Fashion Accessories
Circana helps retailers understand shifting fashion trends and consumer preferences, providing guidance on inventory management and product innovation. - Consumer Technology
By analyzing sales and consumer behavior in the tech industry, Circana aids companies in staying ahead of rapid technological advancements. - Foodservice and Food Consumption
Circana’s expertise extends to foodservice, helping brands monitor changing eating habits and optimize menu offerings. - Media and Entertainment
The group delivers critical insights into media consumption patterns, including streaming, gaming, and digital entertainment trends. - Sports, Toys, and Video Games
Circana tracks consumer interest in sports equipment, toys, and gaming, providing actionable data to manufacturers and retailers.
The Leadership Behind Circana
Executive Team
Circana is led by a team of seasoned executives with extensive experience in technology, consumer goods, and analytics. Key members include:
- Stuart Aitken: President and CEO, spearheading Circana’s strategic vision.
- Jeremy Allen: Chief Commercial Officer, focusing on client success and market growth.
- Misty Davis: Chief Marketing Officer, overseeing branding and global communications.
- Holly Knightly: Chief Financial Officer, managing financial operations and growth.
Board of Directors
Circana’s board comprises industry veterans who guide the organization’s long-term strategy. Prominent members include:
- Tod Johnson: Board Chair and a pioneer in consumer research.
- Kirk Perry: Board Member, bringing years of leadership experience in consumer-packaged goods.
Circana’s Global Footprint
Worldwide Operations
Circana operates in 19 countries across the Americas, Europe, and APAC, making it a truly global leader in market research. With a team of over 7,000 employees, the company collaborates with clients worldwide to deliver tailored insights that drive performance.
Advanced Analytics Platform
Circana’s AI-powered data visualization platform is a cornerstone of its global operations. This platform integrates billions of data points, enabling clients to make data-driven decisions quickly and efficiently.
The Impact of Circana on Market Research
A Legacy of Innovation
Circana’s journey from The NPD Group to its current form underscores its commitment to innovation and adaptability. The merger with IRI has enhanced its ability to provide cross-industry insights, making it a trusted partner for more than 7,000 global brands.
Industry Recognition
In 2017, The NPD Group was ranked as the 8th largest market research firm globally, reflecting its profound influence on the industry. Today, Circana continues this legacy, serving as a go-to resource for media outlets, manufacturers, and retailers.
Conclusion
The transformation of The NPD Group into Circana marks a significant milestone in the world of consumer research. With a rich history of innovation and a forward-looking approach, Circana is uniquely positioned to help businesses navigate the complexities of today’s markets. By combining robust data, cutting-edge analytics, and industry expertise, Circana empowers brands to measure, predict, and grow in an ever-changing world. As a leader in market research, Circana continues to shape the future of consumer insights and drive meaningful change across industries.
