We do an annual reader survey in the first quarter of the year. Initially we would ask about ten demographic questions. Then we started to ask a lot of psychographic questions, you know, what were the motivations? What were people challenged with a what whatdd they aspire to be? We teach that at platform university, that methodology. And so now, i think this last one that we did in two thousand and 15, ah, we ask believe it or not, 50 some odd questions. That'll be the new edition that we'll do this next year. But that process, well, begin with the brandscript because we want everybody alined around that.