P&G consolidates retail research account into IRI

by Ben Bold, Brand Republic 04-Jun-08, 16:00

LONDON - Market research firm Information Resources Inc has signed a contract for several years with FMCG giant Procter & Gamble to provide market tracking information, customer data and insight into the UK retail market.

IRI had previously shared a contract with research group AC Nielsen to provide these services, but has now been signed up as P&G's sole supplier.

Jeremy McNamara, IRI's regional managing director for Northern Europe, said: "This is an extremely important decision for IRI UK because it further enhances our reputation as the business partner of choice for innovative and strategic clients such as P&G.

"It is a compliment that reflects our passion for delivering against our commitments and adding value to our clients' business.

IRI will provide P&G with information to help it track and analyse trends in the FMCG market.

Karen Penn, P&G's Western Europe market measurement leader, said: "We have decided to renew our UK retail market insights business and have consolidated the UK with IRI.

"Over the years, we have developed a strong partnership with IRI, enabling them to support our business with actionable information and insights to allow us to drive growth and deliver consumer value."

P&G brands include Always, Charmin, Olay, Febreze and Head & Shoulders.