Consumer Behavior, AI Advances, and Disruption

Check out the full episode below! Enjoy the Exchange? Don't forget to tune in live every Friday at 12 pm EST on the Greenbook LinkedIn and Youtube Channel!

 

Karen Lynch and Lenny Murphy explore key trends and developments in the research industry, starting with an in-depth look at retail trends and consumer behavior, especially how value pricing plays a role in today’s economy. They also discuss major industry updates, including mergers, acquisitions, and funding news, while highlighting the increasing centralization in the field and the growing need for strategic intelligence.

Moving into AI, they examine new tools like Canvas AI and Lumivero, and share their thoughts on a new survey tool claiming to be the world’s first conversational AI survey. They wrap up by discussing the role of AI in market research, and share excitement over AI-powered platforms like Paper Guide.

Many thanks to our producer, Karley Dartouzos. 

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Transcript 

Lenny Murphy: I know we got a lot to cover. We'll get to it. Uh, um, let me, we're live. We're live. There we go. Okay. Wow. I see. I looked away. Yeah. He can't look away. Never look away about getting caught. Not, uh, paying attention.

Karen Lynch: So we always have a lot to cover and you know, friends, sometimes Lenny and I get on 15 minutes early, sometimes 10 minutes early, sometimes five minutes early. And we never know what we're going to talk about, but every now and then, you know, Yes.

Lenny Murphy: So, but we do, we do have a list of things we're gonna talk about with you.

Karen Lynch: We do. Hi, everybody. Happy day before, uh, what in the U S is, is a three day weekend. I think, you know, unless you're in one of those wonderful fields where you have to work on Monday because people expect you to be open like retail, um, segueing into our first topic. Uh, hopefully everybody in the professional realm, in the insights data and analytics industry in the U S has Monday off and really can celebrate the fruits of their labors throughout the past year.

Lenny Murphy: I will be laboring.

Karen Lynch: I will also be laboring, but very differently. So, yeah.

Lenny Murphy: Well, as we were talking beforehand, so for our audience now, I have grit data. I will be analyzing the grit 50 over the weekend.

Karen Lynch: So very cool. All right.

Lenny Murphy: Well, we got stuff to jump into.

Karen Lynch: Yeah. But like speaking of retail for real, like I just wanted to touch on this topic. So, you know, this article came my way about that's really just about like kind of shopping trends, consumer trends, um, which I pay attention to when we don't always share those, but this one just made me go, Hmm, for a while. So Walmart and target, are pretty much winning the retail game in an inflation-concerned marketplace, which makes sense. Shoppers are looking for value pricing. So again, makes sense. But I just thought it's really interesting as we are here for brands to think about. You and I, Lenny, have talked so much about Walmart. We haven't really talked too much about Target, which made me start to think, we really got to get the team from Target. Like speaking on our stage or on our podcast also, because they're another value driven, uh, retailer. But I just think that like, this is just one of those things where so many of our audience members who are in the CPG space, you know, are working on their strategy for placement. And anyway, that's all, just, just take a look at this. If you're in that space, just be aware of it, consider it. I don't know. I, I feel like what went off for me, with this article this month, Lenny was thinking also about price sensitivity in general and in our audience. Um, and I know it's all connected, right? So I know that buyers, you know, we're, we're, we're always talking to people at green book about the ROI for their dollars. And anyway, that's all, that's my morning, my morning, we should just think about this and see what it brings up for you. Because to me, it thinks about just value pricing in general and the place for it with consumers, but also the place for it with organizations?

Lenny Murphy: Absolutely. I mean, I think we're in a value economy right now. And likely, that's going to continue for a while based on some kind of macroeconomic factors, etc, etc. And, an economy with a capital E, right? I mean, it affects everything. So staffing, you know, compensation as well as pricing. And we tie it back in, right. So while Walmart I actually was invited to their Walmart luminates event October 1st in Arkansas I'm actually not able to go which I'm really bummed about the but the You know, so they're holding this event with 1,500 people that's going to attend about how they're leveraging their data and I'm sure target is doing similar things and I That's a value-based pricing component there as well, right? I mean, they are cheaper, they're driving more, more solutions than the industry. So brands can make these better decisions, you know, to help consumers save money. Yeah, it is an interesting, complex topic.

Karen Lynch: Yeah, yeah.

Lenny Murphy: and high isenty for research and data. So at all times, because things are changing, you know, and you hear different numbers, inflation's up, inflation's down. Well, inflation's up compared to a month ago. Right.

Karen Lynch: But, or down compared to a month ago, it's still up and, you know, and overall, well, and I think for me, whenever I see something like that, I think about my own behavior because you know, I am a consumer, right. And I literally, one of the things that talks about in this article is like big box stores. And I think, So interesting, because do you remember, maybe, at some point, maybe, maybe closer to 20 years ago, or whatever, but there was this whole, like, you know, like, small business Saturday and shop small business and American Express was really pushing people towards small businesses. And here comes Amazon. And then we're all like, yeah, but it's really convenient, you know, so I just think it's all really interesting when you think about yourself as a consumer. And how when you might have values at stake in the choices that you make, and then all of a sudden you're like, yeah, but the bottom line is, you know, right, right, right now, I got to cut corners everywhere. And anyway, I just think it's really interesting when we put our consumer hats on, and then we see what it means for our business hats.

Lenny Murphy: And well, last thing, two things. One, during COVID, right? It wasn't about brand loyalty or store loyalties, but who had the toilet paper? Right, right, right, right. I mean, literally, shopping behaviors changed because of, you know, lots of factors. And I have to give this one shout out. Monday is the 30th anniversary of my wife and I meeting at Walmart. I won't go into the story. So funny.

Karen Lynch: That's so funny.

Lenny Murphy: So we are going to go to Walmart on Monday in celebration of just how we met.

Karen Lynch: Okay. Okay. First of all, Tim and I met at a bar, so there's that. But I could not tell you the date that we met. So it's kind of impressive that you have a Oh, no, she remembered, not me.

Lenny Murphy: I remember it was around this time. That's why I remember. It was like, it was around Labor Day, right? She zeroed in on the date. Yeah.

Karen Lynch: Tim would count his blessings that I'm not that person. I mean, he could probably gaslight me at a different anniversary date at some point, and I'd be like, all right, I'm just really not that person. I don't know why.

Lenny Murphy: They all try to trap me.

Karen Lynch: He's probably listening, so zip it, Tim Lynch.

Lenny Murphy: The kids' birthdays, they love to get me, when's my birthday? I don't know. It's November. Cause we have three in November. So that's a pretty lucky guess.

Karen Lynch: Right? Yeah.

Lenny Murphy: Anyway. Anyway, let's get into some stuff.

Karen Lynch: Let's get some money. Right. You know, there's a bunch of things, mergers, acquisitions, you know, you know, funding that I really that, you know, that we found that I really want to talk about this one, Lenny, this, this first one on our list, just so y'all know, the bullet point list that Lenny and I go rally back and forth about this one came into our email to the exchange at greenbook.org. So I don't really know that much about it. But Melbourne based startup why hive, received a pre-seed round of 600K to build Canva for Data. And by Canva, I literally mean the design app, or they literally mean the design app. So a way to have a user-friendly platform to help researchers analyze and visualize large data sets. So the goal is really around making it easier to work with a data platform. So anyway, I'm really psyched that that came into our inbox because we might have missed it because this certainly wasn't in my newsfeed. I don't know about you.

Lenny Murphy: No, no. And what jumps out is an interesting thing to think about, you know, Q and Displayer.

Karen Lynch: Yeah.

Lenny Murphy: Out of Australia. Uh, info tools, data out of New Zealand. So I don't know, what is it about that part of the world where there's a lot of activity around?

Karen Lynch: Maybe they're, maybe they're, maybe they're happier. So their brains can be more innovative.

Lenny Murphy: I guess so. I guess so. It's just, it's just interesting that there's companies or maybe it's all that outdoor time, you know, or those anyway, it's fighting, it's fighting for saltwater crocodiles and Yeah.

Karen Lynch: Or bungee jumping. Like my nieces, and I think my nephew, they did some really amazing bungee jumping when they were in New Zealand or something. So that is one of my first associations now is terror. Okay.

Lenny Murphy: It's Middle Earth. I mean, so you know, they, they, they get it. But no, that is interesting. And talk about data and usability of data, right? Ease, ease of access to create to get to decisions. And that's always been a bit of a challenge and no surprise that we're seeing applications now that just make that so much easier.

Karen Lynch: Yeah. Yeah. So shout out to them. Keep those press releases coming to us. That's how you, Lenny and I both have our sources for, you know, for curating, whether it's subscriptions or, or aggregators. But if you want to guarantee that we see something, that's the email to use the exchange at greenbook.org and we will see that. Right. So, so keep that coming in. So, but this next one, you know, I think this was, uh, Well, where was this one shared? The Directions Group. So why don't you share a little bit about that one?

Lenny Murphy: Pretty cool. Yeah. So our friends, long-term, companies we've been around a long time, Directions Research, Seek Company, and Aimpoint merged to become the Directions Group. And each of those do some pretty different things. So it's a combination of resources to be a very robust, full-service company. And I just think that's really interesting. There were, if I remember correctly, there were connections between those companies already with some type, some levels of shared ownership, etc, etc. But they're very kind of fragmented and did their own things. So it's also just a trend. Can't hardly this years ago, right, instead of TNS and Miller Brown, and, you know, bring it all together, centralize, you know, create more efficiency. So, it's another example of that as well of just centralization and unlocking synergies and efficiencies across organizations. So hats off to them.

Karen Lynch: Yeah, and connecting to strategic intelligence, which I think we have talked before on this show about the need right now for that. And even on different podcast episodes we've had where we're talking about we need to be driving business outcomes. We need to be, as researchers, making sure we are addressing those business challenges, not just the research questions. So I think that this is a way for them to leverage the consultancy part of their, you know, collective intelligence. So yeah, good stuff. It'll be fun to watch that.

Lenny Murphy: Yep. Yep. Now on the other side where that was kind of an efficiency play, then we have the consolidation, um, with, uh, Sarkana, which, you know, the, the old IRI and MPD and, uh, uh, buying the, the old, uh, Catalina, NC Solutions, Nielsen's marketing, NC Solutions, Rosio Catalina business, as well as their marketing mix modeling business. And they continue to make those plays of consolidating unique data assets. Back to Shopper, right? And making those connections between Shopper Insights, marketing mix modeling, right, which gets into, you know, into ad effectiveness, driving that circle of attribution. You know, I saw this ad, I went here and I bought this stuff and, you know, making those, those data connections. So I thought that was really interesting as well.

Karen Lynch: Yeah. And I think that, you know, overarching caveats, like I said in the beginning, like we're always kind of paying attention to just consumer trends and consumer buying behaviors, but it's, you know, so it's equally important for us to be thinking about ad placement and media placement and how all of that is measured, because we are still in a world where, you know, that's part of what drives purchase, right? So even though these things might be considered adjacencies to the insights work that we do, data and analytics, they're so closely connected, anything related.

Lenny Murphy: Fundamental. Yes. And you know what? So I know we debated talking about each other. There was another piece of news around perplexity, which we're not going to dive into. But we'll make the point that we need to keep an eye on these trends and how they change, right? Advertising is changing, um, because channels are changing and business models, uh, on the channels are changing. Same thing with, uh, with, uh, consumer behavior, right? Yeah. Amazon versus Walmart or, uh, or Etsy or whatever. Right.

Karen Lynch: So we're just, or tick tock versus Google for product searches. Like I cannot tell you. How often my Gen Z daughter will go to TikTok to search for something and pull up, this is what you should buy. And then maybe she'll go to buy it on Amazon or something, but she did her research on what you and I might think of as a social media platform. So it is, everything is changing in that space. It's really interesting.

Lenny Murphy: Right. Incredibly fragmented information and engagement channels. And it's just getting more fragmented and evolving. Yeah. So which keeps us, you know, that's why we see companies like buying these different data assets because they're trying to get a holistic view in a very complex ecosystem.

Karen Lynch: Yeah. So it's a good segue to the next one, which we're talking about. Is it pronounced Sizon? I don't know. I always say scission. Scission makes more sense. Yeah. I literally was like, I don't really know, but I'm launching a platform in the Asia Pacific region offering full service media monitoring. So they've launched Sizion one detailed analytics, real time reporting capabilities. And you know, anyway, it's covering all media channels, print, online TV, radio, social podcasts, magazines, and detailed analytics. So another, you know, another place for that level of media analysis, which Yeah, yeah.

Lenny Murphy: And they bought brand watches, right? I mean, so that that's been there's a company to watch, right? It's private equity backed. And actually, I think that may be public now. But regardless, They had a vision of consolidating information right and they bought a PR news wire. One of those is one of the PR services and they're just consolidating information and bringing that together. Interestingly they're doing that in a very fragmented market like HPEC. Yeah, not in the U.S. and just He who has the data Yeah. Yeah. I mean, can you consolidate it? Dot, dot, dot. I'm like, finish that sentence. Dot, dot, dot. Well, he has the data wins, or at least has, you know, at least has the tools to win.

Karen Lynch: So, yeah.

Lenny Murphy: And that's, and they are not, Cision is not a company you think of as in our space. But when you start getting into full-time media monitoring, multi-channel, omni-channel media monitoring, you're in our space. So, Uh, cause that is a core component. How do you test advertising effectiveness? You know, how do you track and advertise all of those things we've been doing for years? Uh, and they're playing there now.

Karen Lynch: Yeah, yeah, yeah. It's anyway. Good stuff. Good stuff. So we have a lot of sort of like new product launches and or new features, launches, different things that I think we should dig into. So that spans a lot of different spaces, right? Um, Forresta, I feel like we talked about Forresta a lot, but But this one I thought, well, this is, you know, in the world of data quality and, you know, data integrity, Forrester has launched a server to server connection in its Forrester surveys platform to combat fraudulent ghost completes. So, you know, getting at the reliability of the data. But I also thought what I thought was really interesting about this is not just, you know, this launch to tackle fraud and fraudulent behaviors, but very specific ones. I'm like, all right, I see you Forresta, I see what you're doing here. Like, I don't know, I just thought it was a really interesting way of going about it. Like we're not, this feature isn't necessarily going to tackle the whole problem, but let's tackle this one. And it upped credibility in my mind, I thought that was a smart move. Anyway, I don't know what else you want to add to all of that, but I just think it's interesting. Makes me go, hmm, good thinking.

Lenny Murphy: It is. And data collection platforms doing, trying to solve problems that some of the sample ecosystem seems to struggle with. You know, that sounds bad. I shouldn't say it that way. But, you know, the exchanges and River Sample and all those, they are, They're victims. Yeah, you know, I mean, there are enterprising, nefarious actors who figure out ways to exploit vulnerabilities, just like they do with any other business, you know, in the world. So basically, they're basically frickin hackers, right? So They're tackling some aspects of that and forces coming in and others and saying, there's another piece of this that we can pay attention to because it has to do with the way the links are shared and they can monitor that because they see who's coming into the system. It makes a lot of sense that they're building those capabilities internally to help their clients, their users have another layer of protection and data quality.

Karen Lynch: Yeah, yeah, yeah, good stuff. Good, good work, Forresta. We'll, you know, we'll, we'll keep watching what else you're doing there. But I like, you know, at a very basic level, I just like the idea of tackling a component at a time, they may have a whole host of, you know, and, and, and other vendors to like a whole host of solutions aimed at different areas in the data quality space. But, but I like just calling it out for like, hey, we're tackling this one, I don't know, makes it really tangible. For some reason, it makes it a little less nebulous.

Lenny Murphy: Absolutely. And it shows partnership, right? This can't just be these, these big challenges, as we've talked about many times, it's, it's not just a, it's not just a sample problem, right? I mean, this is, it affects all of us. And if different organizations have technological solutions that they can help deploy, then they should, um, uh, a whole of a whole industry approach. So, yeah. All right.

Karen Lynch: So let's get into some AI innovation. Cause you know, we haven't really done that yet.

Lenny Murphy: No, here we go.

Karen Lynch: Here we go. We are more than halfway through without talking specifically about AI innovation. That's as good as it gets. Canvas AI launched a new feature allowing researchers to customize thematic analysis using natural language input. It's like having a coding assistant, I think they say in their news release, where you can make changes almost instantly. You know, like, here we go, another AI innovation.

Lenny Murphy: Right. Well, what's interesting there is the Canva, you know, I mean, so they were AI before AI was cool. But also with the focus on text analytics, right? I mean, you know, they evolved text analytics and AI. What they're doing is kind of going back to some of the fundamentals of text analytics. Yeah. And making it more user-friendly for research. We shout out to Canvas. We use them for multiple years analyzing grid data. They're a great company. They have a great product. But one of the challenges of text analytics has always been to go from thematic analysis into a tabular format, like coding. It's just been painful to do that. They're streamlining that process, so it's not painful. So it increases usability and utility of the data. So hats off, Jared and team. Many companies have tried to do this for a really long time, and nobody's really pulled it off from an ease of use and user experience standpoint. You may have got to the output, but it was a pain in the ass to get there.

Karen Lynch: Yeah, yeah.

Lenny Murphy: Cool.

Karen Lynch: Well, do you know LumaVera?

Lenny Murphy: I do know Lumavera. They are a private equity-backed company that's been acquiring companies. So it's a roll-up model. They're building a new consortium, a new roll-up of different capabilities. So that was interesting. They integrate their AI-powered summarizations as a distinct tool, as an offering, not just something embedded into the solution. Designed for Qual, specifically.

Karen Lynch: Yeah, so you know, for those listening, Luma Vero, who I have not heard of before, released Envivo 15. So that's the official name of it integrating AI analysis in qualitative data analysis through AI powered summarization and code suggestions while ensuring data security, right? We're throwing that in there, right? Just vague data security in general, you could learn more, I'm sure. But um, but anyway, yeah, so interesting, interesting new launch there as well. So This other one, though, this one I really want to talk about because of their claim. And I, so I saw about that we I think this one was on Product Hunt. They said, so the name of the company is that they introduce AI driven surveys that turn single question surveys into real time conversations aiming to boost engagement and gather deeper insights. They say, world's first conversational AI survey, and I'm like, Oh, no. I don't think you can make that claim, but they cannot make that claim. However, what does that show you? That shows you that because of all of the, all of the tools that are out there right now, anybody can pretty much throw their hat in the, not that they're anybody, maybe they're great. Maybe they're going to be somebody that we're going to see a lot more from in our industry. Um, or, or they just were like, look, we can do this. So if you do this, if you have kind of converse, uh, general, uh, conversational AI into your survey platform and you're working it, make sure that they didn't show up to the party with a better product than you currently offer in our industry, because that's where some competition is going to come from, right? Random people that are going to say, hey, we were the first. No, you weren't, but what are they doing that might be better? I don't know.

Lenny Murphy: Yeah, it's interesting. Actually, I talked about that yesterday with our friend Carol at BuzzFeed. So I was meeting with Carol and Sylvana yesterday. And they love to stay abreast of, you know, what's going on. And anyway, long story short, we were talking about this, all these entrants from outside the research space who now have these tools that make it really easy. The barrier to entry from a technology standpoint has decreased dramatically. And often they come in and they go, Oh, we don't know what we don't know. And this isn't really as good as we thought it was going to be. So, Oh, you know, Better Engage a Green Book, or Gen Two, or Mike Stevenson, whoever, can certainly help us figure this out. But sometimes they do come in with something that really is incredibly disruptive and revolutionary. And regardless of that, by their sheer presence, they move the needle. And this is an example of that. By their sheer presence of saying, we're gonna convert a survey into a chat, into a conversation, and doing that automatically, they're moving us down that path that we knew we were going to get to anyway. Right. So they may or may not succeed. They may or may not be the best thing since sliced bread. Who knows? I don't know them. If you want to reach out, happy to take a look at your product. But they're moving the conversation where it's going to go. Yeah.

Karen Lynch: Yeah. And I think that in the world of innovation, they saw a need for this outside of our industry completely. Like they probably, you know, just saw a need for feedback. For a better way to give, you know, feedback on products or whatever. So, you know, how they got into it is one area of curiosity for me, because I think that's what happens is innovation can come from anywhere, right? And startups can come from anywhere, so.

Lenny Murphy: Yeah. Well, the winner of the competition this year, ListenLabs, which has a podcast coming out with them recently. And a fascinating story. They didn't come from the research space, right? He was a student at Harvard and doing a project on a way we could do this better with AI. Yeah. Arguably they've, they've learned an awful lot. So, um, we're, so we're seeing lots of companies like that right now.

Karen Lynch: Yeah. Keep up folks. Keep up folks. All right.

Lenny Murphy: Speaking of which, that's a good segue to the ARF report. Yeah.

Karen Lynch: Yeah. So now, you know, full disclosure, I am, um, I'm firewalled with ARF reports. So you have to talk to this one because all I can see and probably many of our listeners, all we can really see is this new report is out there, but it's like, I can't get into the report. I can just get into the summary. 

Lenny Murphy: I'll send it to you. And if somebody wants it, ping me on if I'm supposed to say that. I should say I've been an honorary ARF member for like 15 years and I really appreciate it. One day they're going to realize, wait a minute, why is Lenny still a member?

Karen Lynch: But like, I feel like people might be listening to us.

Lenny Murphy: I know, I know. But I really appreciate it.

Karen Lynch: I love you. We have these honorary memberships up for grabs, you know, anyway.

Lenny Murphy: It goes way back. Anyway, they did. Does great research on topics relevant to the industry. Overall, this is an example of that around AI from deployment of AI within the stages of market research. So it's a very kind of meat and potatoes tactical report, based on where things are today, a really good guide. If you are, yeah, there's the link, I would suggest it's worthwhile to buy. But we can also probably summarize some of the results and share some of that offline. But it is just a really good tactical guide and they did their homework and it's good stuff. Yeah. Cool. Cool. And I mean, yes, advertising research, you know, marketing research for advertisers might be very specific to the things that are, you know, that they're trying to measure there, but I'm sure there's stuff to borrow whether you're in that space or not. Absolutely. And it's because the process is the same, whether you're doing ad testing or advertising effectiveness, you're still the research process is still the same, even though the business issue may be kind of niche. Yeah, that's what it's focused on in this process.

Karen Lynch: Yeah, yeah. All right. Speaking of processes, I just think of this particular product that again, I saw in product hunting or whatever, this one just jumped out at me as something that's really interesting to researchers. Now it's a product called a paper guide. I played with it. That's part of why I got really excited. I saw it and I'm like, Oh, this is interesting. And then I played with it with some topical searches in there to see, um, what academic papers were in there and what it would tell me and how it would work. So basically it's a, um, an AI research platform where you can, do kind of search within literature reviews or other academic writing of any sort, different academic reports and papers and pull up, kind of like put in a category, tell me what we know collectively on blah, blah, blah. And it will tell you. And the reason I like this is some of the work that I used to do would be just sort of categorical in general, just what some of the secondary research I can do to explore a new category that a client was digging into. And so I would want to look at some of these research papers to see what was being said about it, right? And grow our collective knowledge base. But I like this because I'm like, this would have helped so much in that space. You know, what is the latest in XYZ? If you are interested in behavioral economics, I'm sure you could go in there and say behavioral economics and we'll bring you the most recent papers summarizing them of what's happening in behavioral economics. So a very specific data set from the world of academia that can be applied to I think endless topics. So even though it's not directly for marketing researchers, it's a research tool for academics and we can learn so much from that always.

Lenny Murphy: Absolutely. Well, and I think they could be a tool for market researchers. How often have you done a study on a new product, right? And as an added value to the client, here's some additional information that's public, right, that we have found to understand the market, you know, those types of things, so.

Karen Lynch: Certainly for storytelling, like if you are internal and you're trying to kind of make a strong point and you want even more validation to, you know, we learned this in our study, and by the way, here's some, you know, here's some papers that back that up, you know, so it's, there could be many, many use cases. Anyway, I really like it, playing around with it, it was super cool.

Lenny Murphy: I'll check it out. And those are the, That's such a low-hanging fruit application of AI that if you're not, look, I'm the Luddite, we know that, we've been talking about it for, you know, our whole time. I'm not with that anymore, right? The efficiency to collate information and condense it and put it together like that is just amazing, literally from hours to minutes.

Karen Lynch: And I mean, there's a lot of conferences that are based on people's academic papers, like they're presenting, you know, what they have already written. You know, we get a lot of calls for speakers like, you know, we created, wrote and presented this paper. Can we present it at your event? And that might not always be a good fit for what we do, although if it's really compelling, we're going to do that. But certainly this happens elsewhere in different industries and even within our industry. Right. Academic papers sometimes drive great topics for conversation. So anyway, and if you're talking about something, another use case, if you are a speaker and you're talking on a topic and you want to get some, again, some credentials in your presentation, you know, you know, use this platform and, and say, what else? Can I say to back up what I'm saying so that you become a more credible speaker? I mean, I can, endless use cases, endless use cases. Absolutely. Absolutely. So I think, I think we covered everything. We didn't talk to Karley about what we're going to pop up on the screen at the end of the show. So we'll see. Friends we have so much going on we have our LATAM event coming up it I mean really coming up soon now It's like less than a month. I think we're like three. Oh, you're welcome, Matt. I'm just have fun with it. And then like, email me and tell me what you're doing with it. Because I'm personally obsessed. So yeah, 30% off of any of our events using Exchange 30. That's just for you all. So our LATAM event is very, very exciting. Our AI event is on the heels of that coming together really exciting. So The main event is all virtual but free, but there is a paid, kind of an immersive that is for level setting everybody, bringing them up to speed. Now I have the feeling that our listeners here are pretty ahead of the curve, but if you are new to our show and you want to kind of get caught up, then it's probably worth the nominal fee. I mean, it's not a very big fee to prevent learning day. And certainly this code will help knock that price down further. And start registering, get ready for IIEX North America and its new home, DC. So I mean, I cannot wait for this event next year. So first of all, the call for speakers for North America is up and active. By the way, our call for speakers for APAC is still up and running, although it's going to close soon. But our call for speakers is up for North America. So you know, that's our biggest event. So we We do get quite a lot of those, but differentiate yourselves there. But yeah, I mean, DC. I just can't imagine a better location for us and our events. It's going to be fantastic.

Lenny Murphy: And if you haven't been to DC in the spring, DC in the spring is a beautiful place. Come on, come on.

Karen Lynch: Well, and we also, you know, just part of why we made this change, because I think we've announced it previously in other areas, but this is the first time now we have our event page ready. But, you know, accessibility to people coming from elsewhere in the world, because even though it is our North America event, we do get an international attendance base. So accessibility. It's really easy to fly in and out of, you know, and just a, a place that stimulates new thinking and positivity and cool thoughts. And so yeah, it's more than just gorgeous, right? Just so much going on there. It's going to be great. And right in the heart. I mean, it's like, well, like a block from the White House. Oh, please, it's going to be so cool. And just think about the potentials for your team dinners and for, certainly for our social events that we have. At the event, but you know, great restaurants and bars and I mean, just so really, really cool. So yeah, good stuff.

Lenny Murphy: All right. Well, I guess that's it. Uh, we have a holiday weekend to start trying to get ready for. Yeah, we do. We really do. 

Karen Lynch: So, um, I hope everybody has a great few days and, uh, we'll see you next time. Yep. Everybody have a great, great weekend. Talk soon. All right. Thanks. Bye.

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