So when you're translating complex research into real-world plans for developers, what approaches have you found most effective for making those ideas clear and actionable?

Um, look, I think, you know, research can be a bit of a dirty word sometimes and it's often, um, comes, you know, it comes certainly to property developers as big dollar signs, which they don't tend to like to see early on.

Um, and so look, my focus has been really working with the information we have at hand.

If they've already done a lot of work, they are good at their jobs.

There is market information out there.

There is macroeconomic data.

There's demographic data out there.

Can you enlighten me on that a bit, what a wicked problem is?