Press Releases

IRI Launches First-Ever Tool to Link Brand Equity Measurement with Actual Purchase Behavior, IRI EquityScore

CHICAGOApril 5, 2017—IRI®, the global leader in innovative solutions and services for consumer, retail, media and over-the-counter health care companies, today announced the launch of its innovative brand equity measurement and activation solution, IRI EquityScore™. IRI EquityScore connects brand equity to actual purchase behavior, and can measure results on a longitudinal basis over time, providing unprecedented marketing activation opportunities for manufacturers and retailers.

IRI EquityScore offers a holistic approach to brand equity measurement—analyzing buyer loyalty, as measured by brand awareness, affinity and performance, and assessing how that brand equity translates to purchase behavior. The new offering integrates best-in-class brand equity metrics, leveraging survey results, actual sales transactional data and IRI ProScores™ predictive modeling (propensity scores) within the IRI Liquid Data® technology platform. The solution ultimately leads directly to an activation plan, providing specific direction for ways in which manufacturers and retailers can improve equity among consumers, who will drive more sales.

Robert I. Tomei, president of Consumer & Shopper Marketing for IRI, said, “Manufacturers and retailers are not currently benefiting from their brand equity work because existing industry tools are not predictive of the impact of brand equity on sales or share. IRI has taken the unprecedented step of developing an analytics solution that links measurement of brand equity to actual purchase behavior, providing a more complete picture of brand perception, as well as actionable marketing insights to help companies drive growth.”

“This new, innovative approach to measuring equity can then be tracked over time among key consumer and shopper segments and, more importantly, can directly drive activation plans (marketing, media and sales programs) to enhance a brand or retailer banner equity, resulting in increased sales,” Tomei continued. 

For more information about IRI Equity Score, please contact Carl Edstrom at

About the IRI Partner Ecosystem

IRI fundamentally believes that delivering differentiated growth for clients requires deep, highly integrated partnering with a variety of best-of-breed companies. As such, IRI works closely with a broad range of industry leaders to create innovative joint solutions, services and access to capabilities to help its clients more effectively compete in their various markets and exceed their growth objectives. IRI is committed to its partnership philosophy and continues to actively enhance its ecosystem of partners through alliances, joint ventures, acquisitions and affiliations. The IRI Partner Ecosystem includes such companies as Adobe, The Boston Consulting Group, comScore, Experian, GfK, Gigwalk, Ipsos, Kantar Shopcom, MasterCard Advisors, MaxPoint, Millward Brown Digital, Mu Sigma, Neustar, Oracle, Place IQ, Research Now, Simulmedia, Survey Sampling International, SPINS, Univision and others.

About IRI

IRI is a leading provider of big data, predictive analytics and forward-looking insights that help CPG, OTC health care organizations, retailers and media companies to grow their businesses. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand, cloud-based technology platform, IRI helps to guide its more than 5,000 clients around the world in their quests to remain relentlessly relevant, capture market share, connect with consumers and deliver market-leading growth. A confluence of major external events — a revolution in consumer buying, big data coming into its own, advanced analytics and automated consumer activation — is leading to a seismic shift in drivers of success in all industries. Ensure that your business can leverage data at

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IRI Contact:
Shelley Hughes
Phone: +1 312.474.3675

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