NEWS8 March 2023

NPD Group and IRI adopt new name

New business News UK

UK – Consumer behaviour firms Information Resources, Inc (IRI) and The NPD Group have rebranded as Circana following their merger last year.

Circana website

The two companies merged in August 2022 and set out their intention to adopt a unified name and branding for the new business.

The new name, Circana, was created in partnership with global brand consulting firm Landor & Fitch and is intended to showcase the firm’s work in consumer behaviour.

Circana works across more than 2,000 categories in 20 countries, advising almost 7,000 brands and retailers worldwide.

Tod Johnson, chairman of Circana’s board of directors, said: “The combination of IRI and NPD created a category of one.

“In the months since the merger, we have demonstrated — for our clients and for our team — the immense value of bringing our firms together.

“Moving forward with a unified name and brand signifies that Circana is committed to delivering on the full value of our powerful combination for all of our stakeholders, with a relentless focus on innovation and growth.”

Kirk Perry, president and chief executive officer at Circana, said: “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.”