Are You a Market Researcher or a Consumer Intelligence Professional?

The two biggest trends for you would be more so continuing to have a work life balance in the industry. And also you mentioned analytics as well. If analytics becomes, I guess, too widespread or too democratized that teams may not feel like they have to rely on the consumer insights team. So that's an interesting balance there, right? Like you want to be able to share these findings and make the data accessible but not make it so accessible that you don't have a job.