Industry analyst NPD Group is merging with Information Resources, Inc. (IRI) with the aim of creating a leading technology, analytics, and data provider

The two companies have signed a definitive agreement to facilitate the merger, and claim the combination will allow them to offer clients a view of "total retail purchasing and consumption trends powered by advanced, predictive analytics."

NPD Group operates in various industries and markets, including the games industry, and regularly provides sales estimates and reports covering everything from console hardware to mobile spending.

IRI, meanwhile, claims to hold the largest repository of purchase, media, social, casual, and loyalty data, which has been integrated into an on-demand, cloud-based technology platform.

"We are excited about the prospect of combining our companies to give clients the tools and information they need to succeed amid changing consumer behaviour," said NPD chief exec, Karyn Schoenbart, commenting on the deal.

"Both NPD and IRI share similar client-focused, innovative and collaborative cultures, making this combination a natural fit."