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At Fletcher, we’ve spent over 35 years helping companies win with deep, tailored research. But the world has changed. Teams are moving faster. Budgets are tighter. The appetite for drawn-out projects is shrinking...

With 2026 underway, the CPG industry is already signaling its direction. Product launches are accelerating. Annual reports are clarifying priorities. Retailers are adjusting expectations. There is no shortage of information available to MI and CI teams. AI tools can organize earnings commentary, flag product launches, and summarize trends. But AI cannot uncover intent. It cannot reveal trade strategy. It cannot clarify how competitors are positioning themselves behind clos

Most companies believe they understand why they win or lose deals. They look at CRM checkboxes or listen to sales reps’ debriefs. However, these data points are often incomplete or biased. To gain a true competitive advantage, a business must move beyond internal assumptions and embrace primary research. At Fletcher, we see firsthand that the most successful organizations do not just track outcomes. They investigate the human logic behind them.