of go a little bit more into the digital side of it? I'll just help understand that.

Yeah, I think to just kind of springboard the conversation, I think one of the things in the digital space that we've learned is beyond just there's just more functionality.

Like it's easier to present questions and more complicated questions and ideas in a really, you know, easily to comprehend way than dictating over the phone or even back before then.

in a mall stopping somebody which is super exciting as researchers i think on the back end though just i would just share and and kind of wrap up with one of the things in the digital space that we learn is as we get born more data on folks we learn that fewer and fewer groups are true monoliths and even really fewer individuals are true monoliths like you may be motivated by a certain set of drivers in one area and those may be totally opposite when you're talking about a different aspect of your life So that's been really exciting to just kind of dive into that, to not only break down groups into kind of more silos, but also kind of individuals where they are in the day, where they are with a specific issue set.

May not be the same when you're then talking about with what we've seen to all of us is like a simile decision set, but it's actually quite different for them.

you want to take?

Sure.

Yeah.