That's like the baseline kind of substances of...

Trying to understand.

Sometimes it's more formalized than other times.

Sometimes I'm just doing it for my own reference before I go out and talk to consumers.

But then...

So much of what we do or I do is qualitative work.

Now, qualitative work can be just observational where that might be the more down and dirty version of it.

Do you in your work on the research side of things, how far do you like at what point are you handing off the knowledge and feedback? What is a what is a report look like for you? And and do you do you come along like into concepts with with companies to help them further it along? And what what touch points are you at with them along the journey?