What is Circana (IRI)?

Circana, formerly known as IRI (Information Resources, Inc.), is a market research company that provides consumer behavior and retail execution measurement and insights. They help consumer packaged goods (CPG), retail, and healthcare companies understand market trends, consumer preferences, and competitive performance. Their services include point-of-sale (POS) data tracking, panel data analysis, marketing mix modeling, and assortment optimization. Circana's data and analytics are commonly used to make data-driven decisions about product development, pricing, promotion, and distribution strategies.