Circana

The company operates an enterprise data and analytics business model. It aggregates long‑running point‑of‑sale, panel and household‑level data and exposes these assets through a cloud‑deployable analytics platform and syndicated datasets. Clients pay for ongoing access to data feeds, self‑service analytics software and specialised measurement products (e.g. incrementality, lift and marketing mix analysis). Additional value is created via project‑based consulting, in which internal experts apply these datasets and tools to address category growth, pricing, forecasting and media effectiveness questions. M&A (e.g. acquisition of purchase‑based measurement and MMM capabilities) is used to deepen its dataset coverage and analytics stack, which can then be resold across its client base at scale.

Circana is a United States–based consumer and retail data analytics company formed from the merger of Information Resources, Inc. (IRI) and The NPD Group. It provides a cloud‑deployable analytics platform and syndicated datasets that combine point‑of‑sale, consumer panel and behavioural data, along with media and marketing measurement solutions and consulting services.

The company generates revenue primarily by licensing data and analytics platforms to large brand manufacturers, retailers, agencies and advertisers, and by selling project‑based measurement and consulting engagements. Its products are used for category management, pricing, campaign and media effectiveness measurement, and ongoing market tracking across consumer packaged goods and related sectors worldwide.