CHICAGO — Circana on Tuesday introduced Liquid Testing, a new AI-powered, self-serve solution designed to help brands and retailers validate in-store changes more quickly and accurately before full-scale rollouts.
The new tool enables consumer packaged goods and general merchandise companies to measure how new products, pricing strategies, promotions, and shelf placement affect sales using store-level point-of-sale data. Circana stated that the solution addresses long-standing challenges in retail testing, including slow timelines, high costs, and methodological uncertainties.
Liquid Testing uses AI-powered test design, automatic store matching, and easy-to-understand reports to deliver results in days rather than weeks or months. The platform enables users to set up tests in minutes and evaluate performance with store-level accuracy, helping teams move from idea to validation and execution more quickly.
As part of Circana’s broader Liquid SaaS portfolio, Liquid Testing seamlessly integrates with the company’s analytics, demand forecasting, and shopper insights tools. This unified system allows users to correlate test results with shopper behavior and overall store performance within a single platform.
“The future of testing is here,” said Patty Altman, president of Global Solutions for Circana. “Liquid Testing is a major advancement for brand, innovation, and activation teams, providing a fast, easy, integrated platform for clients to run countless tests and validate strategies without risk.”
Circana stated that the solution is designed to help reduce launch risk and prevent costly mistakes by identifying what works before significant resources are invested. Liquid Testing is now available to clients in the United States, the United Kingdom, France, Italy, and Germany.
