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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.

Stepping into 2026, the life sciences sector seems to be approaching with a sort of ‘confidence with guardrails’. Particularly coming out of the biggest, tone-setting event of the year, the JP Morgan Healthcare Conference. Comparatively speaking, the energy seemed more subdued, but not in a discouraging way. Progress and innovation messaging prevailed, despite the reportedly ‘slow start’ to the dealmaking there in San Francisco.