Get involved in the Future of Category research.
Interim findings from the second wave are coming next week - complete the survey and we'll share them with you.

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.  More than 100 participants and 30+ in-depth interviews across the UK, Europe, US and ANZ contributed to the first wave, with findings being used by leadership teams across FMCG and retail to inform commercial strategy.

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

What participants receive

• Early access to findings - before public release, and with more depth than will be shared externally
• Shape what comes next - survey findings directly inform the next qualitative stage, and contributors see results from both stages.
• Join a growing community of Category & commercial professionals following this research as it develops​​

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.