NPD Group

Was a top-tier market research firm in the U.S., particularly authoritative in technology, entertainment, and consumer goods tracking; succeeded by Circana following its 2022 merger with IRI.

NPD Group was one of the most respected market research and data analytics companies in the United States, providing consumer behavior insights, point-of-sale data, and industry tracking across more than 20 major product categories including technology, entertainment, food, fashion, and beauty. Founded in the 1960s and headquartered in Port Washington, New York, NPD built a reputation for delivering authoritative retail sales data and consumer purchase intelligence that helped brands, retailers, and manufacturers make informed strategic decisions. Its data was widely cited in media and industry reports as a benchmark for understanding consumer trends. NPD Group's core offerings spanned retail tracking, consumer panel data, and advisory services, enabling clients to measure market share, monitor competitive dynamics, and identify emerging opportunities. The company served a broad range of industries and was particularly well known for its technology and entertainment tracking, including video game hardware and software sales data. Over decades of operation, NPD cultivated deep relationships with major retailers and manufacturers, making its datasets among the most comprehensive and trusted in the market research space. In 2022, NPD Group announced a merger with IRI, a major consumer packaged goods data and analytics firm, to create a combined entity with significantly expanded capabilities across FMCG, retail, and consumer technology sectors. The merged company launched publicly as Circana in January 2023, with the transition completing by June 2023, at which point the NPD brand was formally retired. Circana now operates as the successor entity, carrying forward NPD's data assets, client relationships, and analytical capabilities within a broader, unified platform.

• 1966Founded
• 2022Rebranded to Circana