We are Circana, born from the 2023 merger of IRI and NPD—two pioneering market research firms with a combined legacy spanning over 100 years. IRI was founded in 1979 to track consumer behavior through first-to-market technology, building the largest repository of purchase, media, social, and loyalty data in the industry. NPD began in 1966 with innovative purchase diary systems to record consumer buying habits. Together, we serve nearly 7,000 of the world's leading brands and retailers across more than 20 industries and 20 countries. We track millions of products spanning more than 2,000 categories across over 500,000 stores globally. Our insights on online and in-store purchasing behavior are trusted by the world's largest media outlets, including Bloomberg, CNBC, CNN, Financial Times, The New York Times, The Wall Street Journal, and USA Today. Through our proprietary Liquid Data® platform powered by Liquid AI™, we integrate point-of-sale data, e-commerce analytics, consumer panels, and cross-industry intelligence into a single, open platform that delivers predictive insights at scale.

We are a global community of professionals united by our passion for turning complexity into clarity and our belief that the best in each of us makes us unstoppable together. Our team includes dedicated advisers and analysts specializing in more than 20 industries, bringing unmatched domain expertise backed by six decades of science. Foresight and innovation are in our DNA, reflected in both our solutions and the way we operate. We celebrate and offer recognition for our collective and individual victories, both big and small. We care deeply about our Circana family, promoting wellbeing, inclusion, and creating flexibility to accommodate both work and our lives. At Circana, we are fueled by our passion for continuous learning and growth—we seek and share feedback freely in an environment that is flexible and accommodating. We have a global commitment to diversity, equity, and inclusion as we believe in the undeniable strength that diversity brings to our business, employees, clients, and communities. With us, you can always bring your full self to work.

It's that simple. We partner with brands to address their toughest business challenges through a combination of our big data, AI-powered data-visualization platform, and deep expertise across more than 25 industries. Our clients count on us to guide them on their next steps, and the steps after that, so they can innovate, meet consumer demand, and grow. We understand more about the complete consumer, the complete store, and the complete wallet so our clients can go beyond the data to apply insights, ignite innovation, meet consumer demand, and outpace the competition. We help our clients measure demand to understand where they have risks and opportunities, then accelerate demand by focusing on the best opportunities for the greatest impact on their business.

Our mission is to illuminate the consumer landscape, enabling data-driven decisions and unlocking business growth. We provide clarity that helps the world's leading brands and retailers take action. Through unparalleled technology, advanced analytics, cross-industry data and deep expertise, we transform complexity into clarity. We give our clients a 360-degree, full-circle understanding of the consumer and market—a complete view of the consumer, store, and wallet. In today's dynamic global retail and media environment, we are uniquely positioned to advise brands and retailers across almost every industry on how to identify opportunity, ignite innovation, and grow well into the future.

Our values are at the core of everything we do. We are challengers who own outcomes and stay curious together. We collaborate with people across the organization to make solutions as memorable and easy to understand as possible. We are creative, flexible, and challenge ourselves and each other every day. We come up with new ideas, innovate on how we can improve systems and processes, and find it fun to work in an environment where we challenge each other to better serve our clients. We make lives easier by being analytical yet creative, turning the power of data into stories that drive impact. We celebrate victories both big and small in an environment that promotes wellbeing, inclusion, and flexibility.

The combination of IRI and NPD created a category of one. We offer the most complete view available—integrating point-of-sale data, consumer panels, e-commerce, foodservice, consumption data, and more into our industry-leading Liquid Data® platform. We have direct access to proprietary data covering more than 500,000 stores globally, eliminating lengthy data agreements or transfer delays so you can start seeing impact sooner. Our science is backed by six decades of domain expertise and proven methodologies including our strategic framework to drive sustained, profitable growth. We deploy cutting-edge technology including Liquid AI™, our next-generation intelligence platform that leverages GenAI to accelerate decision-making at scale while shifting focus from hindsight to foresight. With leading data assets and strategic retail relationships in more than 20 industries, we provide unparalleled clarity in a complex marketplace.

We believe that our DEI strategy should improve the world we live in. Our programs have helped create measurable growth and equity for diverse and minority-owned businesses and talent. Our Diversity Advantage Program (DAP) supports diverse supplier ecosystems and helps level the playing field for minority- and women-owned small CPG businesses to grow. We open our workplace to young individuals via Generating Genius, showing them what it’s like to work in data insights and analytics, inspiring their interest to work in the field, and ultimately helping create more diversity in the industry. We partner with the University of Illinois Chicago (UIC) to select UIC students of color to receive ongoing mentorship and instruction from Circana professionals and real-world experience in market research, helping develop a pipeline of diverse talent for the future. Our collaboration with the Association of National Advertisers (ANA) and its SeeHer movement supports increasing the accurate portrayals of women and girls in marketing, advertising, media, and entertainment. In partnership with ANA SeeHer, we analyze layers of shopper, panel, and store sales data, along with viewership data, to learn the sales impact of Gender Equality Measure (GEM)-scored ad campaigns.

We have a global commitment to diversity, equity, and inclusion as we believe in the undeniable strength that diversity brings to our business, employees, clients, and communities. With us, you can always bring your full self to work. We celebrate Neurodiversity and Autism Acceptance Month, Women's History Month, and Pride Month with dedicated programming, employee spotlights, discussion panels, guest speakers, and community events. We support the LGBTQIA+ community and neurodiverse colleagues through allyship programs and inclusive resources. Our focus is on creating an environment where we challenge each other, promote wellbeing, and celebrate the unique strengths and diverse abilities of every team member.