Point-of-sale research firm The NPD Group now has a new name following last year’s merger with IRI.
The businesses have unveiled a combined company name and brand identity, Circana, which describes itself as “the leading advisor on the complexity of consumer behaviour”.
Circana tracks millions of products spanning 2,000+ categories across 500,000+ stores in 20 countries, with insights powered by its LiquidData technology platform. The company advises almost 7,000 brands and retailers worldwide.
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