IIEX 2022 North America Conference: https://events.greenbook.org/iiex-north-america 

Find Rick Online:

Rick Kelly, Chief Product Officer at Fuel CycleLinkedIn: https://www.linkedin.com/in/rhkelly/ Company: https://www.fuelcycle.com/ Email: [email protected]

Find Jamin Online:

Email: [email protected] LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil 

Find Us Online: 

Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com 

Music: 

“Clap Along” by Auditionauti: https://audionautix.com 

This Episode is Sponsored by:

The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats: 

Full-time on campus Full-time online Part-time online

NEW FOR 2022: 

If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis. 

In addition to the certification, all the courses you complete will build toward your graduation.

If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing

HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys. 

For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com. 

IIEX 2022 North America Conference: https://events.greenbook.org/iiex-north-america 

Find TIm Online:

Tim Lawton, Co-founder at SightXLinkedIn: https://www.linkedin.com/in/timothylawton/ Company: https://sightx.io/  Email: [email protected]

Find Jamin Online:

Email: [email protected] LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil 

Find Us Online: 

Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com 

Music: 

“Clap Along” by Auditionauti: https://audionautix.com 

This Episode is Sponsored by:

The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats: 

Full-time on campus Full-time online Part-time online

NEW FOR 2022: 

If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis. 

In addition to the certification, all the courses you complete will build toward your graduation.

If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing

HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys. 

For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com. 

IIEX 2022 North America Conference: https://events.greenbook.org/iiex-north-america 

Find Curtis Online:

Curtis Damour, Account Director at DynataLinkedIn: https://www.linkedin.com/in/curtis-damour-81756731/ Company: https://www.dynata.com/  

Find Jamin Online:

Email: [email protected] LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil 

Find Us Online: 

Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com 

Music: 

“Clap Along” by Auditionauti: https://audionautix.com 

This Episode is Sponsored by:

The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats: 

Full-time on campus Full-time online Part-time online

NEW FOR 2022: 

If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis. 

In addition to the certification, all the courses you complete will build toward your graduation.

If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing

HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys. 

For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com. 

IIEX 2022 North America Conference: https://events.greenbook.org/iiex-north-america 

Find Jennifer Online:

Jennifer Reid, President and Chief Methodologist at Rival TechnologiesLinkedIn: https://www.linkedin.com/in/jennifer-reid-8022333/ Company: https://www.rivaltech.com/ Email: [email protected] 

Find Jamin Online:

Email: [email protected] LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil 

Find Us Online: 

Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com 

Music: 

“Clap Along” by Auditionauti: https://audionautix.com 

This Episode is Sponsored by:

The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats: 

Full-time on campus Full-time online Part-time online

NEW FOR 2022: 

If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis. 

In addition to the certification, all the courses you complete will build toward your graduation.

If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing

HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys. 

For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com. 

Guest episodes will be released starting Monday, May 2 to Thursday, May 5. 

IIEX 2022 North America Conference: https://events.greenbook.org/iiex-north-america 

Guest Episodes Released Thursday, May 5: 

Belinda Brown, Director Of Marketing And Business Development at Gazelle GlobalLinkedIn: https://www.linkedin.com/in/belinda-s-brown/ Company: https://www.gazelleglobal.com/ Email: [email protected] Happy MR Episode: https://happymr.com/2022-iiex-belinda-brownHarrigan Davenport, Marketing Manager at Conjoint.lyLinkedIn: https://www.linkedin.com/in/harrigan-davenport/ Company: https://conjointly.com/ Email: [email protected] Happy MR Episode: https://happymr.com/2022-iiex-harrigan-davenport Jess Gaedeke, CRO at GutCheckLinkedIn: https://www.linkedin.com/in/jgaedeke/Company: https://www.gutcheckit.com/ Email: [email protected] Happy MR Episode: https://happymr.com/2022-iiex-jessica-gaedeke Sean Mulkerron, Vice President of Client Development at Engine LinkedIn: https://www.linkedin.com/in/seanmulkerron/ Company: https://www.enginegroup.com/us/ Email: [email protected]: 617-851-8479Happy MR Episode: https://happymr.com/2022-iiex-sean-mulkerron

Guest Episodes Released Wednesday, May 4: 

Ryan Manougian, Senior Vice President of Sales at Bloomfire LinkedIn: https://www.linkedin.com/in/ryanmanougian/  Company: https://bloomfire.com/ Happy MR Episode: https://happymr.com/2022-iiex-ryan-manougian  Vignesh Krishnan, Founder and CEO at Research DefenderLinkedIn: https://www.linkedin.com/in/vignesh-krishnan-08846aa/ Company: https://researchdefender.com/ Email: [email protected] MR Episode:  https://happymr.com/2022-iiex-vignesh-krishnan  Cara Balcom, Global Events Manager at GreenbookLinkedIn: https://www.linkedin.com/in/cara-balcom-b80739139/ Company: https://www.greenbook.org/ Happy MR Episode:  https://happymr.com/2022-iiex-cara-balcom  Lindsay Porter, Director of Research Services and Business Development at RecollectiveLinkedIn: https://www.linkedin.com/in/porterlindsay/ Company: https://recollective.com/ Email: [email protected] MR Episode:  https://happymr.com/2022-iiex-lindsay-porterSimon Wyld, SVP at Sentient Decision ScienceLinkedIn: https://www.linkedin.com/in/simon-wyld-a550552/ Company: https://www.sentientdecisionscience.com/ Email: [email protected] MR Episode: https://happymr.com/2022-iiex-simon-wyld Brandon Beeken, Managing Director, U.S. Market at Stravito LinkedIn: https://www.linkedin.com/in/brandonbeeken/ Company: https://www.stravito.com/ Email: [email protected] Happy MR Episode: https://happymr.com/2022-iiex-brandon-beeken

Guest Episodes Released Tuesday, May 3: 

Kristen Mattheessen, Customer Success Manager at Suzy LinkedIn: https://www.linkedin.com/in/kristen-mattheessen/ Company: https://suzy.com/ Happy MR Episode: https://happymr.com/2022-iiex-kristen-mattheessen   Paul Gaudette, CEO & Co-Founder at Dig InsightsLinkedIn: https://www.linkedin.com/in/paulgaudette-dig/ Company: https://diginsights.com/ Email: [email protected] MR Episode: https://happymr.com/2022-iiex-paul-gaudett  Ray Fischer, CEO & Founding Partner at Aha! Insights Technology LinkedIn: https://www.linkedin.com/in/raymondjfischer3/ Company: https://ahaonlineresearch.com/ Email: [email protected] MR Episode: https://happymr.com/2022-iiex-ray-fischer  

Guest Episodes Released Monday, May 2: 

Jennifer Reid, President and Chief Methodologist at Rival TechnologiesLinkedIn: https://www.linkedin.com/in/jennifer-reid-8022333/ Company: https://www.rivaltech.com/ Email: [email protected] Happy MR Episode: https://happymr.com/2022-iiex-jennifer-reid Curtis Damour, Account Director at DynataLinkedIn: https://www.linkedin.com/in/curtis-damour-81756731/ Company: https://www.dynata.com/  Happy MR Episode: https://happymr.com/2022-iiex-curtis-damour Tim Lawton,

This episode is in collaboration with Greenbook.

Greenbook

Greenbook: https://www.greenbook.org/ GreenBook Podcast: https://www.greenbook.org/mr/podcasts/

Guests:

Lenny Murphy, Executive Editor & Producer at GreenBookLinkedIn: https://www.linkedin.com/in/leonardfmurphy Website: https://www.greenbook.org/mr/podcasts/ Benjamin Humphrey, Founder and CEO of DovetailLinkedIn: https://www.linkedin.com/in/humphreybc/ Website: https://dovetailapp.com/ 

Additional Links:

Dovetail Raise: https://techcrunch.com/2022/01/19/dovetail-raises-63m-to-grow-its-researcher-focused-software-business/

Find Jamin Online:

Email: [email protected] LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil 

Find Us Online: 

Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com 

Music: 

“Clap Along” by Auditionauti: https://audionautix.com Maria Maria Santana featuring The Product G&B

This Episode is Sponsored by:

The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats: 

Full-time on campus Full-time online Part-time online

NEW FOR 2022: 

If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis. 

In addition to the certification, all the courses you complete will build toward your graduation.

If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing

HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys. 

For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com. 

Find Vidyotham Online:

LinkedIn: https://www.linkedin.com/in/vidyotham-reddi-ph-d-he-him-61458a/ Email: [email protected]

Find Jamin Online:

Email: [email protected] LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil 

Find Us Online: 

Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com 

Music: 

“Clap Along” by Auditionauti: https://audionautix.com “I Love Rock 'N Roll” by Joan Jett: https://youtu.be/wMsazR6Tnf8 Gibbs SR - First Television Advert 1955: https://youtu.be/Eeu3U0nqcpE  

This Episode is Sponsored by:

The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats: 

Full-time on campus Full-time online Part-time online

NEW FOR 2022: 

If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis. 

In addition to the certification, all the courses you complete will build toward your graduation.

If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing

HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys. 

For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com. 

[00:00:00]

Jamin Brazil: Hey everybody, welcome to the Happy Market Research Podcast. We are live on the conference call floor, at Insights Associations, and I have a very special guest. Mars, Inc. is the name of the company. Vidyotham Reddi is his name, and he was a guest speaker here today.

[00:00:20]

Vidyotham Reddi: Yeah, I was, and thank you for having me. And, I didn't ask you how I say your name, Jamin, Jammin?

[00:00:26]

Jamin Brazil: Jamin, you nailed it.

[00:00:27]

Vidyotham Reddi: Jamin, all right.

[00:00:27]

Jamin Brazil: I wish it was Jammin, everybody's always disappointed when they meet me in person, because they always expect me to be like a six-foot Rastafarian. Jamin Brazil. But it just never pans out that way. Anyway. So tell us about your talk.

[00:00:39]

Vidyotham Reddi: So I came to the Insights Association to present my work at Mars, Inc., where we basically are leveraging an A/B testing ecosystem that we developed. So it's a digital A/B testing ecosystem that we built working with the Mars Wrigley China business and partners in China, like Tencent and Alibaba Group. And what we do is we evaluate copy content effectiveness. And we can do it in a way that it's on-demand, it's scalable, it's repeatable, and that covers 80% of our impressions.

[00:01:14]

Jamin Brazil: Wow, that's huge. So is, you said A/B testing, is that like in-market testing then?

[00:01:20]

Vidyotham Reddi: Yeah, so what we do is we leverage Alibaba's platform to deploy content, versions of content if you may, based on our consumer work. And then, depending on how the heat is, in terms of which version of the content is really converting to more purchases, we can make a determination of which direction to go. So it's very much in-market, but it's not market at scale, so it's not like deployed national TV, if you may, or it's not stocked on shelf, it's not in-market in that sense of the term.

[00:01:48]

Jamin Brazil: Got it, it's digital.

[00:01:49]

Vidyotham Reddi: But it's very live, real consumer tested work.

[00:01:52]

Jamin Brazil: That's so interesting. And that's a material investment both in terms of time and treasure by Mars, Inc.

[00:01:58]

Vidyotham Reddi: Yeah, it is actually, and I think the investment, if you may, is I think I reap the benefits of Mars's work that preceded me, right? So when you think about Mars, great company,

Find Thor Online:

LinkedIn: https://www.linkedin.com/in/thorolof/ Email: [email protected]

Find Jamin Online:

Email: [email protected] LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil 

Find Us Online: 

Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com 

Music: 

“Clap Along” by Auditionauti: https://audionautix.com “I Love Rock 'N Roll” by Joan Jett: https://youtu.be/wMsazR6Tnf8 Gibbs SR - First Television Advert 1955: https://youtu.be/Eeu3U0nqcpE  

This Episode is Sponsored by:

The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats: 

Full-time on campus Full-time online Part-time online

NEW FOR 2022: 

If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis. 

In addition to the certification, all the courses you complete will build toward your graduation.

If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing

HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys. 

For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com. 

[00:00:00]

Jamin Brazil: Hey everybody. We are live at the Insights Association. You're listening to the Happy Market Research podcast. I am joined by Thor Philogene. He is with Stravito. Did I say it correctly?

[00:00:16]

Thor Olof Philogene: Stravito.

[00:00:17]

Jamin Brazil: Stravito? Apologies.

[00:00:17]

Thor Olof Philogene: Yes.

[00:00:18]

Jamin Brazil: I should have asked that at the beginning. So Thor, coolest name ever. You don't have a hammer.

[00:00:24]

Thor Olof Philogene: No, not with me.

[00:00:26]

Jamin Brazil: Tell me a little bit about the business?

[00:00:28]

Thor Olof Philogene: Sure. So Stravito was founded in Sweden in 2017. And we're very entrepreneurs really that have backgrounds both in technology and market research. Two of my co-founders started Norm which is a shopper research agency currently owned by Ipsos. And now we have presence in Europe and North America, and we're approaching 70 employees. We have 25 nationalities on the team.

[00:00:51]

Jamin Brazil: A lot of diversity.

[00:00:52]

Thor Olof Philogene: A lot of diversity. And what we've built is a product that is an AI powered enterprise insights platform that allows employees at global organizations, fortune 500 fortune five, 2000 to search and discover consumer insights in seconds.

[00:01:08]

Jamin Brazil: So it's fast?

[00:01:10]

Thor Olof Philogene: It's really fast.

[00:01:12]

Jamin Brazil: That makes a lot of sense. So you are focused primarily in user experience is that correct?

[00:01:18]

Thor Olof Philogene: We believe that at the end of the day the product needs to adapt to the human being that's using it. So the user experience is really our way of understanding that in order for the software to be successful, it truly needs to fit the way how people think, and user experience is part of it. Yes.

[00:01:36]

Jamin Brazil: So are most of your, who is your ideal customer in that framework?

[00:01:39]

Thor Olof Philogene: I think our ideal customers are generally global organizations that will be say in the Forbes global 2000. To mention a few customers of ours, we work with Comcast, we work with Electrolux, Carlsberg and McDonald's.

[00:01:55]

Jamin Brazil: Inside of those organizations though, who's the buyer?

[00:02:00]

Thor Olof Philogene: So that's a really good question. So typically the buyer will be the persons or the people heading up th...

Find Pam Online:

LinkedIn: https://www.linkedin.com/in/pamelabracken/ Email: [email protected]

Find Jamin Online:

Email: [email protected] LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil 

Find Us Online: 

Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com 

Music: 

“Clap Along” by Auditionauti: https://audionautix.com “I Love Rock 'N Roll” by Joan Jett: https://youtu.be/wMsazR6Tnf8 Gibbs SR - First Television Advert 1955: https://youtu.be/Eeu3U0nqcpE  

This Episode is Sponsored by:

The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats: 

Full-time on campus Full-time online Part-time online

NEW FOR 2022: 

If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis. 

In addition to the certification, all the courses you complete will build toward your graduation.

If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing

HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys. 

For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com. 

[00:00:00]

Jamin Brazil: I am joined by Pam Bracken, University of Georgia. Pam, if you've ever been to any industry event, you have seen and met Pam. She has shaken your hand and greeted you with the warmest smile you have ever seen. It's an honor to have you on the show, Pam.

[00:00:18]

Pam Bracken: Thanks for having me, this is fun.

[00:00:19]

Jamin Brazil: Some people might not know about the University of Georgia and their degree in market research. Maybe you could tell us a little bit about it.

[00:00:25]

Pam Bracken: The University of Georgia was one of the first, I think the first to offer a MMR degree, a Masters of Market Research program, and it actually got started I think maybe 30, 35 years ago, and it was because I think corporations recognized a need for that kind of graduate level education, and they were based out of Atlanta, and thought hey, let's work with the University of Georgia. But then in the mid 1990s, research practitioners recognized hey, we hire a lot of great folks, but they may never had a market research or Insights course. How can we develop non-credit professional continuing education for folks that don't want to invest in a graduate degree and so we have another market research program out of the center for continuing education in hotel. So I fall under public service in our reach where the MMR program is under the College of Business.

[00:01:20]

Jamin Brazil: That makes a lot of sense. Who attends?

[00:01:20]

Pam Bracken: Who attends our courses really researchers from all over the world. Typically they might have six to eight years’ experience and now they're ready to maybe move up, move around, and they need to have some resources available to understand other parts of research they might touch. But it could be new folks that are using it as an onboarding tool. I even have folks with a PhD in statistics take the course. They know the stats part, but maybe haven't been exposed to other parts of research, so it's a foundations course helping them to be more knowledgeable about the different parts of research, and they converse with their clients and colleagues about different parts of research.

[00:02:00]

Jamin Brazil: Super interesting. Trends. We're talking about trends, so market research have been through a lot of transition in the last three years. I'm presenting on trends tomorrow. What do you see as a trend in the space?

[00:02:12]

Find John Online:

LinkedIn: https://www.linkedin.com/in/johnferr/ Email: [email protected]

Find Jamin Online:

Email: [email protected] LinkedIn: www.linkedin.com/in/jaminbrazilTwitter: www.twitter.com/jaminbrazil 

Find Us Online: 

Twitter: www.twitter.com/happymrxp LinkedIn: www.linkedin.com/company/happymarketresearch Facebook: www.facebook.com/happymrxp Website: www.happymr.com 

Music: 

“Clap Along” by Auditionauti: https://audionautix.com “I Love Rock 'N Roll” by Joan Jett: https://youtu.be/wMsazR6Tnf8 Gibbs SR - First Television Advert 1955: https://youtu.be/Eeu3U0nqcpE  

This Episode is Sponsored by:

The Michigan State University’s Master of Science in Marketing Research Program delivers the #1 ranked insights and analytics graduate degree in three formats: 

Full-time on campus Full-time online Part-time online

NEW FOR 2022: 

If you can’t commit to their full degree program, simply begin with one of their 3-course certificates: Insights Design or Insights Analysis. 

In addition to the certification, all the courses you complete will build toward your graduation.

If you are looking to achieve your full potential, check out MSMU's programs at: broad.msu.edu/marketing

HubUX is a research operation platform for private panel management, qualitative automation including video audition questions, and surveys. 

For a limited time, user seats are free. If you’d like to learn more or create your own account, visit hubux.com. 

[00:00:00]

Jamin Brazil: Hey, everybody. We're live at Insights Association in Philadelphia. There we go. I've only said that 100 times, but every time it's like the first time. I am joined by John Ferreira. He is with Finch Brands. Tell us about Finch.

[00:00:21]

John Ferreira: Finch Brands is a brand consultancy, and it's been around for about twenty years working with brands. Everything from startups to Fortune 50 and everything in between. We do work in the areas of Insights brand strategy and design as separate services or fully interconnected, and we can apply those in standalone project consulting in special projects, big projects at big moments, or we bring those same skills sets and combination of services into year-round relationships with clients in the form of Insights communities as well.

[00:00:50]

Jamin Brazil: You have your own technology stack for the Insights team or -

[00:00:54]

John Ferreira: Actually we took a team first approach. So five years ago we grew into the Insights community business by virtue of having repeat clients that just wanted to work with us again and again and again, because our team really understands brands and business and brand of business strategy at a very deep level, and they love the conversations they would have with us. And the more studies that we conducted with them, the deeper we understood their category, and it was like the snowball rolling down the hill. We could add more value, suggest studies, help to push the thinking further. So then the community methodology was one to just have the conversation never end week to week, year-round value-added conversations and as their needs evolve, we're ready to help evolve with them, with the Insights communities to then go and chase the answers with creative research methodology. So that's kind of our approach and our sweet spot. I used to be on the client side myself. I was at Campbell Soup for 11 years and others at Finch were as well. A lot of us have that as a common trait in our background, and we just a better way to build a better mousetrap here. So we actually start with the team, and we get the best third-party technology in the marketplace, combine that to kind of feature proof it and the analogy I like to make is we take race drivers, and we put them in race cars. So many firms are focused on the tech side of things, which makes all the sense in the world and a lot of great innovations happening there.