Are You Trying to Fit Art Into a Box?

Market research is like a balance of art in the sense that you're trying to understand people, right, who are inherently unpredictable. Like you said, it's also scientific. You would hear about the scientific method because you have these hypotheses, you test them, and you want to have these findings standardized. So we're trying to sort of create it as a science when there is so much art to it.