Companies can now identify precise target audiences with whom to test their ideas. They can test for biases, heuristics, and cultural relevance to gain insights. This can occur early in the process too, before launching an official campaign. Digital products can help turn products or services into habits, such as through a recurring purchase or smart device. Messages that evoke emotion, whether awe, humor, or anger, also make the user experience more salient and persuasive, as is also the case offline.