YouGov and Circana launch Complete Market, delivering a unified view of shopper and market data

YouGov and Circana today announce the launch of Complete Market, a new co-developed solution that provides clients with a ground-breaking connected view of shopper behavior and retail market performance.

The solution brings together YouGov’s shopper panel data with Circana’s retail data to address a long-standing industry challenge: linking what shoppers buy and why in a single, integrated workflow. The initial delivery of Complete Market is available through Circana’s Liquid Data platform.

Combined Reporting: the first jointly delivered capability

The first capability released within Complete Market is Combined Reporting, which integrates YouGov shopper data with Circana POS data to provide a unified, decision-ready view of shopper behavior shifts and sales trends. It is available now to clients in Germany, the Netherlands, and Italy.

Key capabilities

Through Combined Reporting, FMCG manufacturers and retailers can:

• Link shopper behavior directly to in-market outcomes
• Remove manual data integration and reporting workflows
• Build stronger, evidence-based commercial narratives
• Identify growth opportunities across categories, brands, and retailers

This represents the deepest integration to date between YouGov shopper and Circana POS data, enabling faster, more actionable insight than previously possible through standalone solutions.

A strengthened partnership with a shared innovation vision

Complete Market reflects a long-term strategic partnership between Circana and YouGov. Combined Reporting is the first milestone in a shared roadmap with additional features planned to deepen analytical capabilities and enhance usability. At the same time, YouGov’s shopper insights capabilities will continue to advance through SimIT Web’s evolution into the AI-enabled Shopper Insights Platform.

Stefan Heremans, President YouGov Shopper: “Complete Market closes the gap between shopper insight and market results. By bringing our shopper behavior data together with POS data in a single solution, we provide clients with a more complete view of demand and a stronger foundation for growth.”

Jeremy Allen, Chief Commercial Officer, Circana: “Complete Market is an important addition to Circana’s Liquid Data platform and portfolio. By integrating YouGov shopper insights with Circana’s POS data, the Combined Reporting feature delivers immediate value while establishing a strong foundation for future innovation.”

Availability

Complete Market – Combined Reporting: Germany, Netherlands, Italy

SimIT Web: Austria, Belgium, Bulgaria, Croatia, the Czech Republic, Denmark, Germany, Hungary, Italy, Netherlands, Norway, Poland, Romania, Serbia, Slovakia, Sweden, Ukraine

Additional features will be introduced progressively as part of the long-term roadmap.