Marie, I don't know if you have anything to add.

Do just to say that creativity is a really interesting thing.

And I've always had this belief.

So when you say creativity, you typically think of the arts.

People think, OK, you're creative if you draw, you're creative if you sing, you're creative if you act, you're creative if you write that kind of thing.

But I've always believed that some of the most creative people are in STEM, right? Really creative scientists or really creative doctors or really creative mechanics, right? That's creativity.

The people who are engineering AI, that's real creativity in the world.

What's the biggest pivot that you guys have had to make, say, in the last 12 months with how rapidly growing AI is and obviously moving into the future?

In ingrained in that because you're trying to do something differently based on that, probably, if everything's going well, and you don't need to change anything, you don't need to do research.

And there's a little bit of just redefining what creativity is.

I think, you know, you say creative right now, everyone just imagines a painting, an architecture.

you know fashion maybe right like very stereotypically creative industries but i think what holland and i have always believed is some of the most creative people are mathematicians and scientists and astronauts and and really when we use the word creativity that's that's our version of it our version of it is hey let's get you better quality data by interrogating the status quo And just saying, you know, sure, this has been done this way the last 50 years, but is it really the best way to do it? Let's get more creative.

And again, to Holland's point, that doesn't mean, you know, we're pulling a rabbit out of your ass.

Right.

You gave me free reign.

And I think that's one of the things that advertising and marketing gets well, right? They do a good job of, you know, listening to the client and trying to find those things and in the discovery, they figure out good stuff, right? So that's the parallel that I was finding.

Uh, so c- can we talk a little bit about your pitch process, right? What does it look like to pitch a client and land a client as an anti-research research company?

I think for us, so much of it is just showing them versus telling them.

You know, what we stand for is, is newness and creativity, and we're always saying, "We're out-of-the-box thinkers when it comes to research.

We're asking questions in a different way." But I think it's very hard to wrap your head around that, and I think there's a lot of misattribution.

You know, when I say creativity, some people go to, "Oh, you're testing creative," meaning like you're taking ads and testing them.

And we're like, "No, no, no, no. We're applying creativity to research methodology and output." So i- it's a little heady, so you have to show them.

And so a lot of our pitch process is just sh- saying, imagine if, right? Imagine if instead of just sitting in an interview in what we call in the industry IDIs, in-depth interviews, imagine instead giving the respondent tools to make their own cartoons, right? And how much it's then becomes not just about what they're saying, but with the cartoon, you're able to see through their eyes.

And, and I do wanna ask, has there been a time when, you know, from the insight side, an example of your approach uncovering something that a traditional research method might have missed, and that really changing the narrative and moving the needle for the client?