Shape what comes next - and see the findings first
Wave 2 of Optima Retail's research into the future of Category Management is now open to Category, commercial, insight, sales and technology professionals across FMCG and retail.
Commercial decision-making is at an inflection point. AI, algorithmic environments and structural change across retail and FMCG are reshaping how Category and commercial teams need to operate - and the pace is accelerating. This research tracks that shift over time, with the aim not a one-off snapshot, but a sustained, longitudinal evidence base that develops as the commercial operating system itself changes.
Commercial decision-making is at an inflection point. AI, algorithmic environments and structural change across retail and FMCG are reshaping how Category and commercial teams need to operate - and the pace is accelerating. This research tracks that shift over time, with the aim not a one-off snapshot, but a sustained, longitudinal evidence base that develops as the commercial operating system itself changes.
What participants receive
- Early access to findings — before public release, and with more depth than will be shared externally
- Direct influence on what gets examined — Wave 2 is shaped by questions that emerged from Wave 1 qualitative interviews
- Ongoing connection to the research — stay connected to future waves and selected findings as the research develops
- Wave 1 drew 100+ participants and 30+ hours of qualitative interviews across UK, Europe, US and ANZ - with findings now being used by leadership teams across FMCG and retail to inform commercial strategy
This research seeks your personal professional views, not an official submission on behalf of your company. All responses will be treated confidentially, anonymised, and reported only in aggregated form. For more information see the Privacy Policy link at the bottom of this page.