NPD Group

Leading provider of retail and consumer market intelligence, now part of Circana

The NPD Group is a global market research company that provides consumer and retail data analytics across multiple industries including retail, entertainment, food, technology, beauty, toys, and sports. Founded in 1966, NPD built its reputation on tracking point-of-sale data and consumer behavior through proprietary panels and retail measurement services. The company serves manufacturers, retailers, and service providers with actionable insights derived from comprehensive tracking of consumer purchases and market trends. In March 2023, NPD merged with Information Resources, Inc. (IRI) to form Circana, creating one of the world's leading advisory firms in the consumer and retail sectors. While operating as part of Circana, NPD's legacy methodologies and data assets continue to inform the combined entity's offerings. The company maintains its focus on providing granular market intelligence through point-of-sale tracking, consumer panels, and predictive analytics. Though NPD's connection to AdTech is indirect, its consumer purchase data and market intelligence serve as valuable inputs for advertising targeting, media planning, and campaign measurement. Brands and agencies leverage NPD's retail sales data to understand consumer behavior, inform audience segmentation, and measure the offline sales impact of digital advertising campaigns.