Alfonso De La Nuez

So we're not just saying what, we actually focus a lot more on the why and the how they do what they do.

Nathan is happening.

Look, tell me about it.

I consider the whole thing this product experience, digital experience market.

I see that as a digital product cloud and research insights cloud.

That's the category I can see.

That's why we call it experience insights management for digital.

There are more of what we call passive insights, which is analytics, those that will collect information and data, cold data, once the product is live.

And then there's others, including UserZoom, that are more active research platforms.

These are products that allow you to connect to your users.

and ask questions and probe them and have conversations.

So what is more analytics dealer is user research.

And as I said earlier, customer experience is all about feedback management and asking people once you go live.

The other one, user experience research is more about design and understanding how to build a digital experience, a digital product.

All of these guys right now, all of these vendors, all of these solutions are kind of separated.

And there's little categories for each.

But what's happening in the market, and I can see it happening, is that there's going to be convergence.

So, for instance, ContentSquared just acquired Hotjar.

I think the news hit this morning, right?

Then you see...