Circana

Circana aggregates large proprietary datasets across retail sales, shopper behaviour, panel research, media exposure and loyalty signals, then packages those datasets into enterprise analytics software and data products. It creates value by turning fragmented market and consumer data into decision support for pricing, assortment, category management, supply chain planning, audience targeting and campaign measurement. Revenue is generated through recurring platform access, premium data modules, licensed audience and measurement products, and bespoke analytics or advisory work for enterprise clients.

Circana is a private US-based data, analytics and market intelligence company serving brands, retailers, agencies and enterprise insight teams. Its core business is selling access to proprietary retail, shopper, panel, survey, loyalty, media and sales datasets through software platforms such as Liquid Data, alongside measurement products for audience targeting, campaign attribution, incrementality and market analysis. The company was created through the combination of IRI and The NPD Group and has since expanded its media measurement capabilities through the acquisitions of NCSolutions and Nielsen’s Marketing Mix Modeling business.

The company makes money primarily from enterprise software subscriptions, data licensing and custom analytics engagements. Its customer base spans large CPG brands, retailers, category managers, supply chain teams, media planners and marketing analytics teams, with a smaller self-serve offering aimed at growing and mid-market CPG brands. Circana sits at the intersection of market research, retail intelligence and advertising measurement rather than operating as a media owner or ad buying platform.