The NPD Group

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The NPD Group
Formerly called
National Purchase Diary
Privately held company
Industry Market research
Founded 1966 (1966)
Headquarters Port Washington, New York, United States
Key people
  • Tod Johnson (Executive Chairman)
  • Karyn Schoenbart (CEO)
Services market information, tracking, analytic, and advisory services

The NPD Group, Inc. (NPD; formerly National Purchase Diary) is a market research company.[1] The NPD Group operates in 20 countries, interviews 12 million consumers a year, and monitors consumer purchase data from over 165,000 stores. It ranks among the top 25 market research companies in the independent Honomichl Top 50 report. In 2013, NPD ranked as the 9th largest market research company in the world, according to this report.[2]

NPD was founded in 1966. Its services include providing market information and advisory services to companies. In 1984 the company launched its first retail tracking service for toys and has launched similar services in other industries and product categories since then. In 2001, NPD purchased the largest US consumer electronics and technology tracking company PC Data, founded by Ann Stephens, and based in Reston, Virginia. NPD uses sales data, such as checkout tracking from retailers and distributors as well as consumer-reported purchasing behavior, and offers consumer panel and retail sales tracking services, special reports, analytic solutions, and advisory services.[1] NPD's 24 covered industries include apparel, appliances, automotive, beauty, books, consumer electronics, diamonds, e-commerce, entertainment, fashion accessories, food consumption, foodservice, footwear, home, juvenile products, mobile, office supplies, retail, sports, technology, toys, travel retail, video games, and watches / jewelry.[1]

NPD also provides a service called VIP Voice that allows consumers to complete surveys about the products and services that they use.[3]

NPD serves industries in the United States, Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, the Netherlands, New Zealand, Russia, South Korea, Spain, Sweden, Turkey, the United Kingdom.[4]

The NPD Group is headquartered in Port Washington, New York with offices across the Americas, Asia, Europe, and in Australia.[1]

The company's Chief Executive Officer is Karyn Schoenbart.[5]


  1. ^ a b c d [1] "About The NPD Group". The NPD Group, Inc. Retrieved June 7, 2017.
  2. ^ [2] "Honomichl Top 50 (PDF). AMA. Retrieved August 26, 2013.
  3. ^ [3] "VIP Voice". The NPD Group, Inc. Retrieved August 26, 2015.
  4. ^ [4] "The NPD Group -- A Global Presence". The NPD Group, Inc. Retrieved June 7, 2017.
  5. ^ [5] "Karyn Schoenbart". The NPD Group, Inc. Retrieved June 7, 2017.

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