But what's more important is how people are finding information. People are using social for more things in their daily lives. When people look for information, they can use Facebook and social media to help inform more of the decisions that they're making. It's really about how people find information, discover new products and what their friends are doing -- that's what's going to drive the growth. What do you need from the research industry to be a better partner with this emerging social world? The key piece is to focus on understanding the total consumer experience, as opposed to justifying an individual media channel one at a time -- improving cross-media-channel understanding. I think the measurement industry has a responsibility there to really step up its game. With the massive increase of mobile to do a variety of different things, this is going to become an increasingly hard problem. Market research on the mobile platform is so much harder to execute than it is online that it actually makes offline look easy. So we're actually going to have to figure this out. Research companies should focus on understanding the way in which people are trying to discover and find information is evolving and what that means to people's daily lives, and then how to use that for marketers or product design. How do people find the vehicle they want to find information, and from a research perspective, accurately describe that change in the user's behaviour? And then being able