Get involved in the research
This research tracks how Category capability is evolving across FMCG and retail, how decisions get made, how commercial influence is won, and how fast both are changing. The first wave drew on more than 100 participants and 30+ in-depth interviews across the UK, Europe, US and ANZ, with findings being used by leadership teams across FMCG and retail to inform commercial strategy. The second wave is now underway, going deeper on where the function is heading next.
The second wave now explores:
• How AI is being used in practice - and what impact it is having across Category & Commercial functions
• Whether current Category structures and ways of working are keeping pace with what is being asked of them - and what needs to change
• How commercial alignment across Category, RGM, Sales and Marketing is functioning
• How the retailer collaboration and joint planning picture is changing as data and algorithmic systems become more influential
RESEARCH RESPONDENTS
Benefits of Participation
• An early look at interim Wave 2 results, available to share now
• First access to the final report, with more detail than the public version
• An invitation to a respondent-only webinar to review the findings
• An insight-driven monthly newsletter: how roles, capabilities and the function must evolve
• Direct access to ask questions and shape where the research goes next