... what's your observation?

I, I think it allows us to, it allows us ...

Because the, the richness of the data, it's a, it's this balance between it's not just the speed, it's the richness.

So, so let me just come back a little bit o- o- on a little bit what Paul was saying before to help answer that question.

We've got difficult categories to do qualitative insight in, right? Because they're very personal.

They're really, really personal.

How you wash your kids, right? How you wash and bathe your kids, how you put self-tan on yourself, um, how you wash yourself, um, how you, you know, wash your hands after you've, you've used the, the toilet.

H- how do you think about that difference and manage that difference from an insight perspective?