Retail Data Firm Circana Builds a New Brand From the Ashes of Acronyms

It rose from IRI and NPD Group's merger with identity and purpose all its own

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What are “information resources?” What is a “purchase diary panel?”

What is an indri, and would people necessarily associate a Madagascar lemur with data?

When scan-based consumer data firm IRI merged with consumer market research agency The NPD Group a year ago, the newly formed company’s marketers asked all of the questions above as they plotted its future. As it turned out, few people were as attached to the “alphabet soup” of preceding acronyms as they were to the data and services they provided.

“When you think of what both of them stood for—Information Resources Incorporated and National Purchase Diary—they were antiquated [and] they didn’t stand for something,” said Misty Davis, CMO of the company dubbed Circana earlier this year.



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