Adaptive data reader and method of operating

Disclosed systems and methods preferably capture one or more images of an item bearing an optical code and analyze such images to determine whether the item has a highly, or relatively highly, reflective surface or not. Based on such a determination, operating parameters of the system, such as the gain, exposure time, and amount of illumination, are preferably automatically adjusted by the system to capture a subsequent image of the item where the subsequent image has sufficient contrast to decode the optical code. The subsequent image may include a plurality of images, and different operating parameters may be used to capture several, or each, of the plurality of images based on the determination of whether the item has a highly, or relatively highly, reflective surface or not.