Did you find it hard to be, let's say, in the research space, not having a traditional research background and experience? Yes.

Yeah, I would say it was a blessing in disguise.

I think there's a couple of things that happen when you enter an industry that you didn't come from previously.

The first thing, you should enter it really humbly, knowing that you don't know and really going very deep and trying to understand everything and learn, right? So there were a lot of things when we started doing surveys and had never done it before.

There were a lot of things we needed to learn around incidence rate and the quality checks.

Right, quality.

orders and all these things, which obviously we learned relatively quickly.

What were the demand signals? And then be great to just hear a little bit of background in terms of how you've constructed it.

So what types of channels are you activating on once you've kind of done the done the initial research and defined who you're going after? Then how do you action on that data and get in front of them? What channels are most prevalent for B2B marketers these days?

So I think The most important part to understand is it doesn't matter exactly which single channel it is.

It's really a matter of all of the channels coming together.

So for us, if we were to say we need, let's say, CFOs across North America and Europe, I wouldn't get them through just, you know, professional networks or partnerships or social media.

It's really just a matter of understanding, OK, where are they? Different people are going to be activated across different channels at different times of the day.

And the beauty is really from in a very seamless way, bringing it all together and ultimately getting them by tapping into all these channels.

So do the insights also help advise the creative ideation and what is the ultimate messaging that you put into the

market? Absolutely.