So first thing is, we need to find and ask the right people. So for example, well, the people who are regular buyers, either they're coming back again and again, and buying it or people who purchased or used your product from a long time ago, it can be hard to try and find the jobs to be done from them because they might've forgotten what were their motivations.
How do they make the decision? So it's important to try and focus initially on new people or people who recently signed up. And what we want to look for is what might be some switch events, like the point at which they've signed up or the point that the decided to make it make a choice, and try to find a few people around that same switch event.