# The NPD Group

> The NPD Group built a market research business around measuring what people buy, combining retail sales tracking, consumer panels and industry analysis. Founded by Henry Brenner in 1966, it merged with IRI in August 2022; the combined business adopted the Circana name in March 2023. Its heritage spans general merchandise, books, foodservice and consumer technology.

- **Founded:** 1966
- **Headquarters:** Port Washington, United States
- **Founders:** Henry Brenner (Founder)
- **Products:** Retail tracking, Consumer panels and receipt tracking, DecisionKey, BookScan, CREST
- **Notable:** Built a purchase-diary research business founded in 1966., Served more than 2,000 companies before the IRI combination, according to its 2021 acquisition announcement., Combined with IRI in 2022 to extend category and channel coverage.

## Products & services

- **Retail tracking** — Historical NPD services measuring retail sales across general merchandise categories and channels.
- **Consumer panels and receipt tracking** — Historical NPD research following purchasing behavior across retailers and channels.
- **DecisionKey** — NPD reporting and analysis interface with report-building tools; also referenced in current Circana Books training.
- **BookScan** — Now a Circana service measuring approximately 85% of U.S. trade print book sales through reporting retailers.
- **CREST** — Foodservice consumer research now offered by Circana, measuring restaurant visits, consumption and purchase occasions.
- **Complete Beauty** — Circana solution combining mass and prestige beauty measurement.
- **Liquid Data Go** — Current Circana analytics platform for growing CPG brands, covering performance, consumers, pricing and distribution.
- **Liquid Activation** — Circana audience-building and activation service based on verified purchase behavior.
- **Liquid Mix with Google Meridian** — Circana marketing mix measurement offering expanded to incorporate Google’s open-source Meridian framework in September 2026.

## Achievements

- Built a purchase-diary research business founded in 1966.
- Served more than 2,000 companies before the IRI combination, according to its 2021 acquisition announcement.
- Combined with IRI in 2022 to extend category and channel coverage.

## Latest updates

- **2026-04** — Successor Circana launched Liquid Activation for purchase-based audience creation and activation.
- **2026-09** — Circana and DoorDash announced a partnership to validate incremental advertising-driven sales.
- **2026-09** — Circana added Google Meridian to Liquid Mix.

## Links

- Website: https://www.circana.com/
- LinkedIn: https://www.linkedin.com/company/the-npd-group
- Twitter/X: https://twitter.com/npdgroup
- YouTube: https://www.youtube.com/@WeAreCircana
- Instagram: https://www.instagram.com/wearecircana/

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Profile page: https://yespress.io/the-npd-group
Published by YesPress — https://yespress.io
Last updated: 2026-10-16