What's the Epicenter of the Consumer Experience?

When i think of the digital epi center for consumers, not nese, a consumer insights, consumer knowledge, butin where they are interacting. I struggle with s o being the center. We look at performance and speed, but sometimes when we look at the data that already exists on maybe their existing sight,. What do the consumers definitely not want from your brand at this current moment? And what is actually do they want, and what are they looking for in other brands, like your competitors? So it the so at the centre, like drives outr beginning process.