Is It Unfair That Research Leaders Carry That Load?

I think that we're moving into times when you can compete and build great products without having a sophisticated kind of research practice. So it's in the company's interest to make this happen, but the burden often falls on Research Leadership. I think what people still haven't done is lump in a lot of these other leaders underneath those other leaders like CPO or CDO. And there'll be someone who sits alongside those folks who obviously partners a lot with design, but is thinking about really holistically about insights.