Do you have any insights on, you know, evaluating the emotional equities of consumers and, and in their engagement with brands?

Uh, yes, and we can talk about that for the next month.

So, so many of the...

You know, there's a number of tools, and I would start that qualitative emotional alignment conversation, um, not necessarily with the let's go and look at what people said in the qualitative response or what we captured in a servicing interaction.

But I would start with, um, qualitative research.

And I'm, I'm not a huge fan of focus groups, but I do like observational ethnographies, and I like in-depth interviews.

And what you're trying to gain from those kind of informat- those kind of observations and those discussions are, tell me about the personality of this company.

Hmm.