How do they learn the language of business, as you say, and how do they get to the point where they can have those conversations with their senior people?

It's incumbent on people leading those teams to actually think differently now about what those junior researchers or junior people in those teams need.

There was an event last week kind of for business leaders, which was more in the agency supply side.

We had a panel of young researchers talking about, you know, how are things like AI changing the game? And I think there was kind of realization that maybe didn't need to happen, but actually did happen, which was, you know what? Juniors don't spend their times checking tables and putting data into charts anymore.

And they talked about how the need for things like storytelling and influencing come way earlier in their career than I did when I was a junior researcher.

You know, I did my share of literally checking data tables, taking it off with a pencil, all of those things.

And I think there's probably still a sense with business leaders who are more in that generation to go, you kind of have to serve your time.

They were flagged in the survey as very big opportunities, as technical barriers for what skills, behaviours will matter most, do you think, for insight professionals who want to shape that strategy, who really want to play a leading role in their organisations?