Dynata is a marketing information company that specializes in understanding consumer motivations.

IRI and Dynata help clients further understand shoppers’ wants and needs across the world. IRI and Dynata have tagged more than 1 million households on Dynata’s U.S. household panel with IRI ProScores proprietary segmentation model. It predicts, with incomparable statistical power, the likelihood of each U.S. household to buy a specific category, brand or product. The combination of IRI ProScores with Dynata’s panelist information enables clients to conduct concept, product and ethnographic research with shoppers that mirror those most likely to buy clients’ brands.