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Track business performance against key competitors at every stage of the product lifecycle.
SOLUTIONS
We help our clients accelerate demand by focusing on the best opportunities for the greatest impact on their business.
SOLUTIONS
Our Liquid Data® technology provides cross-industry data and advanced analytics in a single, open platform.
SOLUTIONS
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Of those who plan to watch the global soccer tournament,
66%
State that they plan to view this year's matches at home by themselves or with members of their household.
Quick Insight
As the international tournament kicks off across North American cities in mid-June, CPG brands, retailers, and foodservice operators have a clear opportunity to engage millions of fans across 48 countries.
And it’s not just about viewership, it's about shared experiences. New Circana insights show 24% of consumers plan to watch matches with friends and family outside their household.
For brands, that means more occasions, more connection points, and more moments to win with consumers.
Company
Suggested solutions
INNOVATION
LIQUID TESTING
Data-Backed Incrementality Testing for Retail and Media
Stop waiting weeks for answers you need today. Liquid Testing delivers fast, self-serve incrementality testing powered by Circana's trusted POS data, so you can measure the true causal impact of both in-store and media investments while they're still in motion.
Unlimited
Concurrent Tests
Minutes
To Launch A Test
Real-time
In-flight Results
Built on 750K+
Of Circana POS Data
More than 7,000 companies choose Circana
The Decisions That Can't Wait
Pricing, promotions, shelving, and increasingly fragmented media investments are harder than ever to tie to real business outcomes. Traditional measurement approaches rely on attribution models, delayed reporting, or incomplete signals that fail to capture true sales impact. Liquid Testing was built for the moments when waiting for an annual study isn't an option. The questions where being roughly right this week beats being precisely right next quarter.
You're about to roll a 15% price increase across 1,200 stores. Will volume hold?
Run a matched-market test in a representative store cluster, get a statistically sound read on volume impact in days, and protect the rollout, or kill it, before it scales.
Your retail partner wants proof your endcap program drove the lift before they renew.
Isolate the incremental sales attributable to the activation itself, separated from seasonality, distribution shifts, and competitive noise. Walk into the renewal conversation with causal evidence, not correlation.
You ran a BOGO in the Southeast. Was it incremental, or did it just pull volume forward?
Measure true category and portfolio impact, not just promoted-item lift, and see whether the promotion grew the business or just shifted when customers bought.
Better Results with True Channel and Store-Level Visibility
Liquid Testing is Circana's self-serve incrementality testing platform that measures the true causal impact of every in-store change and media investment using store-level POS data from 750,000+ stores and 2,000+ retail partners. Built-in diagnostics and curated recommendations guide you through test design, interpretation, and next-best actions, so you can act on results without a separate analyst pass.
Fast
Run unlimited incrementality tests simultaneously. Design, launch, and monitor tests in minutes. Optimize campaigns in-flight with real-time performance signals.
Integrated
Built on Circana's Unify+ platform and powered by store-item-day POS data enriched with trade promotion, pricing, distribution, out-of-stock, and competitive signals, plus external factors like macroeconomics, weather, and holidays. Liquid Testing connects every media exposure and in-store activity to real-world sales outcomes.
Trusted
Backed by decades of retail measurement expertise and trained on the industry's deepest POS dataset. Liquid Testing uses rigorous A/B and matched market methodologies to isolate true incremental lift from external noise such as seasonality, distribution changes, and competitive activity, with benchmarks drawn from thousands of historical tests across categories and retailers.
Causal, Not Correlative
Move beyond modeled attribution. Liquid Testing measures the true incremental impact of every change against a matched control, so you know what actually drove the lift.
How Liquid Testing Works
Liquid Testing was designed so anyone on your team can run a rigorous incrementality test without a data science background. The platform guides you through test design, control selection, and results interpretation, with built-in best practices and recommended actions at every step.
1. Design Your Test with Guided Setup
Select test and control groups in Unify+, define KPIs, and set test duration, all within a single self-serve interface.
3. Monitor In-flight
Track results during the test, not weeks after. Built-in diagnostics show what drove incremental lift and where performance varied.
2. Launch in Minutes
Tests go live in minutes using Circana's built-in store-level POS data. No custom data integrations required.
4. Decide and Scale
Act on statistically sound results to make go / no-go rollout decisions, optimize media in-flight, and identify what to scale next.
Liquid Testing Powers Better Decisions for Retailers and Manufacturers
Liquid Testing helps both sides of the retail relationship answer the questions traditional studies were too slow or too expensive to answer. Each function gets the clarity it needs, grounded in the same trusted store-item-day POS data.
MANUFACTURERS
Validate Investments
Which media investments drive incremental in-store sales, not just impressions or clicks?
Was the BOGO truly incremental, or did it just pull volume forward?
What's the real category and portfolio impact of a price change before national rollout?
How do I prove to my retail partner that my endcap program drove the lift before they renew?
Which markets and store clusters are scaling, and which aren't?
RETAILERS
Optimize the Store
Will a price change hold volume, or break it?
Which assortment and shelving decisions drive incremental category sales?
How do my media and in-store activations work together to drive store performance?
Which promotional formats actually grow the business vs. shift timing?
Where should I scale a test, kill it, or refine it before broader rollout?
How Liquid Testing Works with your stack
Data Inputs
Meta, Google, TikTok, retail media, POS, CRM
Platform
Unify+
Outputs
Excel, PowerPoint, Unify+
Flexible data ingestion
Your data plus Circana data
See the Incremental Impact Before You Roll Out
Request a demo to measure the true incremental sales impact of in-store and media investments before you commit to a full rollout. Or take the Testing Maturity Assessment to see how your current testing program compares.
Related Solutions
TECHNOLOGY
Our Liquid AI technology equips decision‑makers with timely, context‑relevant intelligence exactly when it’s needed. It evolves with your business and enables a shift from reactive problem‑solving to proactive planning, allowing teams to concentrate on high‑value decisions rather than operational bottlenecks...
FAQs
What is incrementality testing?
Incrementality testing measures the true causal impact of a change by comparing a test group of stores against a matched control group. This approach isolates the sales lift attributable to the change itself, separating it from external factors like seasonality, competitor activity, or regional trends.
What types of questions can Liquid Testing help answer?
Liquid Testing helps answer critical business questions such as whether sales lift is truly incremental or cannibalized, whether performance gains are sustainable over time, and how changes to media campaigns, pricing, shelving, promotions, displays, or assortments impact total category and portfolio performance.
How does a matched market test work?
A matched market test selects comparable store groups based on historical sales patterns, demographics, distribution, pricing dynamics, and external factors like seasonality and weather. One group receives the change being tested while the matched group does not, allowing you to calculate incremental lift with statistical confidence.
How long does it take to run an in-store incrementality test with Liquid Testing?
Test setup takes minutes using Circana's self-serve Unify+ interface. Results become available during the test using built-in Circana store-level POS data, without the need for custom data integrations.
What types of in-store changes can I test?
Liquid Testing supports incrementality measurement across pricing changes, shelving and placement decisions, promotional strategies, product launches, and media efforts, for both CPG manufacturers and retailers across thousands of stores simultaneously.
How is Liquid Testing different from traditional in-market studies?
Traditional ad-hoc studies are time-consuming, costly, and difficult to scale. Liquid Testing replaces them with a self-serve platform that runs unlimited tests concurrently, using Circana's granular store-item-day POS data and advanced A/B methodology to deliver faster, more scalable incrementality measurement.
