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Six UK data and insight businesses are pooling resources under a new holding company, SHARCC Group, which has acquired majority stakes in them. The firms are Potentia Insight, DataTree Connexions, SigDiff, Potentia Sports, Pegasus Insight and InsightX. More
Market research group Kadence International has announced that Aman Makkar, who has led its India business for twenty years, will be stepping down from the CEO role at the end of this month. More
US-based real estate data, analytics and marketplace firm CoStar Group has acquired Zonda, a data, marketplace, and software platform for the new home ecosystem, for around $800 million. More
YouGov has expanded its suite of consumer intelligence tools with the launch of AI Index and AI CategoryView, promising client firms continuous, structured intelligence on how consumers 'perceive, use and feel about' AI tools and brands. More
Agentic customer intelligence and personalization platform OuterSignal has acquired Monocle, an AI-powered lifecycle marketing platform for ecommerce and DTC brands. More
Leeds, UK-based company The Data City, creator of a new industrial classification system aiming to supersede SICs, has expanded into the US after what it describes as 'a year of rapid growth driven by demand for AI-ready economic data.' The firm now has more than 30 staff. More
TV advertising services company Marketing Architects has announced an expanded collaboration with Nielsen, whose national TV measurement services it will now use. More
Kantar has launched a creator measurement framework, as part of ongoing enhancements to its LINK creative effectiveness solutions. More
In California, a bill which would have prohibited the use of data from research subjects to train AI and develop personas has been defeated, with the Insights Association one of the voices weighing in against it. More
Decision intelligence firm Morning Consult has appointed Matthew Hammon as Chief Growth Officer, leading the development of an AI-native marketing, communications and growth function. More
In Toronto, Canada, audience measurement firm Numeris has appointed former Comscore exec Bryan Segal as its new Head of Growth Strategy More
Global consumer intelligence group NIQ has launched a new feature called Survey Groups, within its NIQ Discover platform. The upgrade promises users more insight into the reasons behind changes in their markets. More
UK-based analytics and insights firm Delineate has appointed Louis Fernandes in the new role of EVP, Client Partnerships & Insights; and promoted Derick Lewes-Gale to VP Account Management, Laura Mainwaring to Senior Account Manager, and Francisco De La Torre to VP Research Management. More
End-to-End research services provider Rigour Research has appointed Marlon Clavo as Senior Data Analyst, based in its expanding US operation. More
In Sweden, brand development and marketing optimization firm Nepa has appointed former Googler and EssenceMediacom leader Morten Flamand, as VP Sales. More
In New York, CX platform Sprinklr has acquired assets from ViralMoment, an AI-powered social video intelligence and analytics solution. More
Ipsos has created an independent Advisory Board, with former Millward Brown CEO Eileen Campbell as Chair, providing counsel to its Board of Directors and executive leadership regarding the long-term trends reshaping the insights industry. More
Former dunnhumby Chief Executive Simon Hay has joined digital point-of-payment customer feedback specialist TruRating, as a Board Advisor. More
Atlanta, GA-based CX specialist Stord has raised $250 million in funding. The Series F round values the company at around $3 billion and will be used to boost software development and expand operations. The firm has also opened Stord Labs, dedicated to advancing physical AI and robotics. More
Insight agency Shapiro+Raj has announced two new appointments to the team driving a recently-launched AI agent, Stella. Adam Weil, VP Client Services and Innovation, and Alyssa MacDonald, Product Operations Manager, are both existing members of the Shapiro+Raj team. More
In Australia, Kantar has joined a benchmarking initiative aimed at understanding the use of AI in marketing. The global insight agency's local team joins IBM as partners of the Australian Centre for AI in Marketing (ACAM). More
A day after announcing the sale of its Movies business, which will be rebranded as Rentrak, Comscore has a new CEO. Matt McLaughlin takes up the post with immediate effect, replacing Jon Carpenter who will help with the transition and continue to advise the Board until October. More
Andy Brown, who as Chairman and CEO of Kantar Media oversaw the expansion of its international ratings and TGI services, has died aged 63. More
Global association Esomar has appointed Patrick de Regt as Chief Executive Officer - he is promoted from COO, a role he has held since joining the organisation six months ago. The organisation is also seeking to appoint for a new Chief Profession and Advocacy Officer role. More
Global retail data specialist Circana has launched a solution called Social Commerce, promising daily insights into the rapidly growing social commerce landscape, a channel which it says traditional point-of-sale data collection has not measured. More
Canadian company 360insights has announced the return of Steven Kellam as SVP, Revenue Growth and Partnerships, and the appointment of Ben Speirs as VP, Finance. More
Automated consumer intelligence platform quantilope has enhanced its AI assistant quinn with the addition of a tool for querying a firm's knowledge base. quinn Search differs from other KM systems in being built specifically for market research. More
Comscore has sold off its Movies box office measurement business to private investment firm Advaya Capital, which will immediately revive the Rentrak name. The price of $70m is less than 10% of what Comscore paid for the company ten years ago, but Advaya has ambitious plans for the legendary brand. More
Ipsos has launched a platform called Product Studio, developed with input from global consumer goods manufacturers and using a combination of AI, data science and insights experience to accelerate and enhance product testing. More
Data quality specialist Rep Data has announced another acquisition - this time OWL Solutions, a survey programming company which supports fieldwork in healthcare and other sectors, often with complex builds. More
London-based gaming and virtual worlds insights and analytics specialist GEEIQ has raised $6.8 million in funding, with which to accelerate product development, grow partnerships and support expansion into new verticals and territories. More
First-party data company Dynata has appointed Dana Sergenian Hingtgen as Senior Vice President, Sales, focusing on brand clients in North America. More
Texas-based market intelligence company Futurum Group has bought Aptiviti, Inc., the parent company of Enterprise Technology Research (ETR); and will combine the latter's well-established predictive quant data engine with its own expertise, media properties and global intelligence platform. More
Ampere Analysis, a media data and analytics platform headquartered in London, has acquired Warsaw-based PlumResearch, a specialist in global streaming audience analytics; and has itself received a majority investment from private equity firm Goldenpeak. Financial terms were not disclosed. More
San Francisco firm Exa Labs Inc. has raised $250m in Series C funding, at a valuation of $2.2 billion, for use in training the next generation of its models and scaling its AI-native search engine and web data retrieval platform. It will also continue hiring for senior roles. More
Media intelligence provider Samba TV has launched a platform called 'Project Gravity,' which matches digital profiles to off-line consumer data from sources such as email lists, to allow ad targeting. More
Recently launched consumer intelligence firm Automotive Insights & Research Services has announced a partnership with UK 'digital garage' Regit, and the launch of AutoGraphics, a tool that promises 'an entirely new way to filter and interrogate consumer intelligence data.' More
London-based communications consultancy Madano has appointed Chris Smith as Director, Head of Insights. The firm is part of Montreal, Canada-based agency group Avenir Global, which recently acquired opinion and market research firm Thinks Insight & Strategy. More
Singapore-based mobile advertising and analytics specialist Mobvista has sold a major equity stake to Temasek, a global investment company based in the territory, for US$150 million. The backing will assist in Mobvista's global expansion. More
A consortium consisting of investors Triton Fund 6 and Bolero, and Lucid founders Patrick Comer and Brett Schnittlich, is bidding to purchase online research marketplace Cint, for a price of SEK 5.60 per share, valuing the company at SEK 1,989 million or around $US 212m. More
Retail data and customer loyalty pioneer dunnhumby is getting a new Chief Executive: Jamie Samaha will take over from 20th July, succeeding Josh Bottomley, who has decided to step down. More
Texas-based Business Intelligence specialist Bizintellis has launched insy8.ai, an AI-powered tool giving client firms the ability to query business and research data via a natural language conversational interface. More
OvationMR, headquartered in New York, has appointed long-time Nebu sales leader Ian Roberts as SVP, Insights and Strategy. More
Behave, the behavioural consultancy within Serviceplan Group's House of Communication UK, is launching in Germany, with a new team in Munich led by Karin Immenroth, Global Chief Data Officer at Mediaplus, and Global Director Minh Nguyen. More
Kadence Americas has appointed Phurba Sherpa as a Data Engineer, as the firm looks to scale the data infrastructure powering its AI training work. More
US company AppsFlyer has launched a web version of its long-established mobile attribution service. The release of Web Performance Measurement promises marketers 'one independent source of truth across web and mobile.' More
Accenture has invested an unspecified amount in Aera Technology, which provides agentic decision intelligence for enterprises. The deal will see Aera's solutions combined with the consulting behemoth's AI-enabled supply chain capabilities for clients in a variety of sectors. More
New York firm RMTLabs has launched Resonance OS, which it says is the first targeting platform to connect neuroscience-validated motivational profiles of viewers, content and creative with real-time programmatic activation across major media channels. More
Research marketplace and tech firm Cint has expanded its collaboration with Salesforce, with the launch of an AI suite based on the CRM giant's team communication platform Slack. At launch the suite includes Enterprise Search and an AI-powered 'Slackbot.' More
Survey and analysis platform QuestionPro recently acquired Fathom, a specialist in text analytics for open-ended survey data and customer feedback. More
In Bluebell, PA, USA, custom MR firm AMC Global has announced four promotions: Amelia Gulding to Senior Project Director, Emily Izbicki and Alison Hansberry to Senior Research Director, and Tim Shaw to Senior Research Engineer. More
In St. Louis, USA, research firm Povaddo has launched the Povaddo Panel Omnibus promising clients an efficient, cost-effective way to access insights from public policy professionals across the US and Europe. More
Insights, design and strategy group Material has appointed Ranjan Kalia as CFO, as the firm looks to scale its global capabilities and increase investment in AI. More
US-based consumer insights firm i-Genie.ai has launched Impact IQ, which tracks social media conversations and search patterns to help brands understand how their digital marketing investments drive online engagement. Data is presented in a dashboard including the firm's agentic interface Presto. More
Retail intelligence platform RADAR has secured $170m in Series B funding, at a valuation of $1 billion, with which to develop of next-generation sensor hardware, accelerate deployment across retailers, and expand in Canada, EMEA and Latin America. The firm also hired Abi Viswanathan as its new CFO. More
B2B research fieldwork company RONIN International has promoted Tavis Urquhart to Sales Director for APAC, based in Australia and starting in late July. More
DVJ Insights has hired Nicola Ball as a consultant in the UK, strengthening its shopper and innovation expertise, and supporting continued growth in the region. More
Tom George has stepped down as CEO of Origin, the cross-media measurement initiative operated by the ISBA, after nearly four years in the role. He is replaced on an interim basis by ISBA Director of Media Steve Chester. More
Norstat has appointed Olav Nistad in the new role of Chief Information Officer, with a remit to oversee the technical integration of acquisitions and the implementation of unified operations, tech and systems across the company's global footprint. More
AI-moderated consumer research firm Bolt Insight has launched an always-on platform called Bolt Intelligence. The tool brings together qual, quant, UX research and social listening in one end-to-end workflow; and also spots trends, makes predictions and recommends research. More
Ohio-based Prosper Insights & Analytics has launched an automated version of its Prosper Model Factory, built on Amazon SageMaker and promising to dramatically simplify and accelerate predictive model development. More
In San Francisco, outcomes measurement platform Upwave has announced the hiring of former Comscore, Dynata and Publicis exec John Bulgrin as Chief Revenue Officer (CRO). More
Borderless Access has appointed James Ingram as SVP Business Development, with a remit to advance the company's first party data and customer access sales strategy across consumer, B2B, healthcare and specialist audience segments. More
Sofia, Bulgaria-based panels firm JTN has appointed Danielle Gates (previously Rissmeyer) as US Head of Partner Development, based in NYC. More
Boston, USA-based employee experience platform Blink has raised $17 million in funding. The money will be invested in growing product and engineering teams, further developing its platform, and accelerating its go-to-market strategy across the hospitality industry and beyond. More
Global marcoms group Publicis is to acquire data collaboration platform LiveRamp, for a total enterprise value of around $2.2 billion. Publicis says the buy will make it a leader in data co-creation, and help 'unlock new opportunities for the agentic era.' LiveRamp has also announced annual revenue up 9% to $813m. More
Dutch-based data collection firm GDCC has announced the acquisition of fieldwork company Telquest, from Kantar Germany, giving it 'a strong and immediate foothold in Germany for high-quality telephone-based data collection.' More
Verian, previously known as Kantar Public, has promoted Lithuania CEO Haroldas Brozaitis to the new role of Chief AI and Transformation Officer; hired Gareth Schnehage as CFO; and given new roles in the UK to Craig Watkins, Ben Humberstone and Ed Dunn. More
Cint has partnered with Canadian company illumin Holdings Inc to offer self-serve brand lift measurement directly within clients' campaign setup. The partners say this will allow marketers to launch studies up to 90% faster and see results 'in minutes instead of weeks.' More
In Los Angeles, video game commerce company Xsolla has announced an integration with Tenjin, a mobile measurement and analytics platform used by more than 30,000 apps worldwide. The deal promises developers a complete view of player lifetime value (LTV) and return on ad spend (ROAS). More
Kaacon Sethi has joined Kantar as Senior Director, Business Development in the Specialists division, based in Mumbai. More
With the World Cup imminent, sports marketing agency Ten Toes has launched Ten Beat, described as 'sport's first million-persona intelligence platform,' providing brands, rightsholders and broadcasters with an immediate take on what fans think on 'any question, in any market, at any moment.' More
Global consumer intelligence firm NIQ has announced revenue of $1,072.7 million for the first quarter, a reported increase of 11.1% increase, with organic growth of 5.1% at constant currency. Adjusted EBITDA rose 19.1% to $224.8 million. More
Albertsons Media Collective, a division of the US grocery chain, has this week launched a 'Lifetime Value' (LTV) measurement framework, to help advertisers assess the long-term value of retail media campaigns. More
Digital ad trade body the Interactive Advertising Bureau (IAB) has published a draft of its Campaign Data Standards, for public comment, Part of the association's Project Eidos initiative, the standards propose a consistent, interoperable framework for structuring campaign data. More
Nashville, TN-based Optura, which helps healthcare clients measure and optimise the ROI of their AI investments, has announced $17.5 million in Series A funding, with which to continue its own investment in expanding AI capabilities, platform teams and LLM partnerships. More
In the US, revenue intelligence platform 6sense has rolled out its recently-launched conversational AI interface RevvyAI to its Sales Intelligence customers, at no extra cost; and in open Beta for its Revenue Marketing clients. The firm also added three new enterprise-grade security capabilities. More
Tel Aviv-based market intelligence company Similarweb has initiated a formal search for a new CEO, as part of a planned leadership transition; and announced Q1 revenue up 10% to $73.9 million, while turning a non-GAAP operating loss into a $2.4 million profit. More
Comscore has reported revenue of $85.3 million for the first quarter of 2026, flat compared to a year earlier. Growth in cross-platform solutions and Local TV was offset by declines in traditional measurement products. Adjusted EBITDA was down around a third to $5.0 million. More
YouGov's data analytics and visualization platform Crunch has added new AI Agent features, allowing users to explore any data collected from the firm's global panel of 30+ million members through natural language conversation. Custom research and syndicated products are both included. More
US-based strategic consulting and MR firm KS&R has unveiled a new 'rigorous and transparent' framework called the ECHO Index, promising to help organizations assess the 'quality, reliability and trustworthiness' of synthetic data. More
Healthcare payer intelligence specialist Anomaly has secured $17 million in new funding, doubling its total raised to date. More
Intentsify has appointed Joe Procaccini as Chief Information Security Officer and Robyn Tas as General Counsel and Data Privacy Officer, strengthening its leadership in security, compliance and legal strategy as it expands its data solutions and footprint, adding 'increasingly complex' enterprise deals. More
Nine major US broadcasters and publishers have announced a new initiative in partnership with technology company OpenAP, promising advertisers a standardized way to connect first party outcome data to campaign exposure data across linear and streaming TV. More
Norstat has launched an Expert Network, giving clients access to verified, senior business decision-makers including CFOs, IT decision-makers, category leads and security experts. The solution is live now in 22 countries, and is headed up by MD Carsten Broich. More
Consumer intelligence specialist MRI-Simmons is offering help for local media planners with the launch of a new study promising insights into evolving media habits and other consumer behavior, across 205 local US markets. The new offering combines data from two existing products. More
UK-based agency Listen + Learn has rebranded as 'Unwritten'. The new name reflects 'a broader focus on digital culture, and a more connected way of helping clients get to deeper, sharper thinking.' More
US company Orbweaver, a provider of data integration, quoting and sales automation solutions for the electronics industry, is acquiring Budde Marketing Systems, specialist in POS data management and channel performance analytics. More
In the Canadian capital Ottawa, ecommerce analytics and monitoring platform Noibu has announced an extension of its services for Shopify Plus merchants, as well as the addition of two new AI capabilities - Explorations and Noibu MCP - providing a conversational interface for store data. More
Creditors are set to take control of global customer experience firm Medallia, after its owner Thoma Bravo chose not to continue investing to service its debt, and a group of lenders led by Blackstone drew a line under further debt relief. More
Former Hansa Research Head of International Umesh Kumar has launched UKS Insights, a specialist MR agency headquartered in India and specializing in complex, underpenetrated and hard-to-reach markets. More
Viewing figures for Rakuten TV will now be independently measured by Barb, after the company became the latest streaming service to sign up with the UK audience measurement body. More
Custom MR firm AMC Global has appointed former Molson Coors research leader Abby Miller as Director, Qualitative Insights. More
Marcoms group dentsu is to merge its Merkle consulting and digital marketing division into its broader Australia and New Zealand operations. Merkle will sell its Salesforce practice in the region to a US-based holding company, Enduring Ventures, which will operate it as a new, standalone business. More
US company BIScience is now offering data on ChatGPT ads via its AdClarity campaign intelligence platform. More
Innovation research specialist Dig Insights has appointed Emma Roberts as Vice President, based in a new office in Sydney, and supporting clients / driving commercial growth across Australia and New Zealand. More
MD Tom Johnson has been promoted to CEO at UK-based trend tracker and insight agency Trajectory, after more than sixteen years at the company. More
Marcoms group Stagwell has upgraded its predictive brand technology platform BERA, part of its Marketing Cloud and Harris Poll offerings, with the launch of a rapid brand impact report service called Brand-to-Business AI Agent. More
Ad and commerce tech company InMobi has acquired MobileAction, an optimization and analytics platform for app developers looking to improve visibility and performance across the App Store and Google Play Store. Financial terms were not disclosed. More
In New York, Insights firm Okay Human, now part of newly-formed agency DigitalMYnd, has announced new tools allowing clients to survey people in the moment, based on behavioral triggers, so as to 'understand decision-making while it's still unfolding.' More
In Rochester, NY, digital marketing platform Semify has launched an upgraded AI Optimization service (AIO), designed to help marketing agencies deliver comprehensive digital visibility to their clients. The service includes measurement software powered by recently-acquired Dragon Metrics. More
Technology research and advisory firm Information Services Group (ISG) has reported first quarter revenue up 3% to $61.2 million, and adjusted EBITDA of $8.3 million, up 12%. However, revenue was flat on a constant currency basis, and the firm has made acquisitions. More
US-based research platform aytm has relaunched its online learning platform Lighthouse Academy, complete with a new AI-powered conversational learning agent called the Learning Pal. More
Dallas, Texas-based ad agency Lerma has announced a Sports Sponsorship Ranker, which will evaluate sponsorship value across professional sports. The proprietary tool is launching with MLB (baseball) rankings, with more sports scheduled to follow soon. More
In London, predictive modelling specialist Kohort has raised $7 million in Series A funding, with which to build user acquisition (UA) agents for mobile game studios. More
The Harris Poll has promoted Rebecca Ewing to VP of Growth and Strategy, after eighteen months with the company. More
US company MRI Simmons has extended its relationship with consumer data giant Experian, making audience segments derived from the former's nationally representative consumer research available through the latter's data marketplace. More
Esomar has appointed Aurélie Reynier as Head of Data, Innovation and AI, with a remit to guide the association's global AI initiatives and advance its own AI-driven capabilities - both with a focus on practical outcomes and responsible development. More
Technology and services analyst HFS Research has unveiled a new decisioning platform called the Data Intelligence Suite. The launch marks an evolution for the firm, away from the 'traditional analyst model' and towards 'proprietary data, structured intelligence, and the ability to interact with it in real time.' More
Giulia Tagliaferri has joined the Public Affairs of Ipsos in the UK, as Head of Behavioural Science. She joins from innovation charity Nesta, where she spent more than seven years in the Behavioural Insights Team, latterly as Head of Quant and then Head of Evaluation. More
Sir Martin Sorrell's S4Capital has reported first quarter revenue of £164.8 million, down 3.7% in like-for-like terms (LFL), but notes that this was 'in line with expectations' and says operating margins are improving. More
In the US, research and education publishing company Wiley has appointed former Microsoft exec Jessica Kowalski as EVP and General Manager, Research, starting next week. She succeeds Jay Flynn, who is leaving the company. More
NIQ has announced and expanded partnership between its Brandbank unit and product discovery and sourcing platform RangeMe. The new deal enhances the platform's verified product data, helping retail buyers 'identify innovation' with greater speed and clarity. More
Customer experience and feedback technology company Alchemer has upgraded its Alchemer Digital offering, to promise faster and more precise gathering of in-app feedback. More
Cambridge, MA-based technology research and consulting company Forrester has reported first quarter revenue down 4.9% to $85.5 million. An adjusted net loss of $692k replaced income of $2.0 million a year earlier. More
Global retail and consumer intelligence provider Circana has launched the Market Share Drivers solution, which brings together a number of distinct data assets with advanced statistical modeling to help US CPG retailers precisely identify the factors driving changes in their market share. More
Global professional community Women In Research is rebranding and dropping the word 'Research' as the sector broadens out 'far beyond' MR to encompass data scientists, CX and UX practitioners and others. More
In New York, experience strategy firm AnswerLab has hired Kevin Kearney as Chief Experience Officer, and promoted Ashley Craig to Managing Director, Research & Product Innovation. Both will report to CEO Megan Malli. More
Ackwest has appointed Jeff Reesing as SVP Customer Experience at its TestSet subsidiary, with a remit to lead the division's customer strategy, driving innovation, flexibility and quality across a range of industry solutions. More
Voxpopme has launched Compass, an AI research agent for enterprise insights, marketing and product teams. The agent provides a conversational interface and combines analysis of existing data with the ability to automatically launch new research to fill gaps. More
Behavioral strategy specialist Vista Grande has announced it is expanding into Latin America, and is hiring a team from 'across the region' to ensure 'deep local understanding' within its diverse countries and communities. More
Gartner has reported a decrease in revenue in the first quarter, to $1.51bn - on an adjusted, FX-neutral basis the drop is just 1.4%, but still unprecedented in recent years for the IT consulting giant. More
Norstat has appointed Johannes Eckner as Managing Director of its Austrian business, starting this week. More
German MR platform Appinio has announced the appointment of a new CEO, Arne Wolter, succeeding Max Honig. Wolter is a twenty-year veteran of the Bertelsmann Group, and joins from Statista, where he was Chief Revenue Officer. More
Ask.com, the search site that began life as AskJeeves, has been officially shuttered by its owner, InterActiveCorp (IAC). The company paid $1.8bn for it in 2005, around which time it ranked 4th in UK search with above 5% share. More
Nielsen has announced the results of its co-viewing pilot, conducted in February, and says it shows an average uplift of around 4.19% in total viewers for the top televised live events including the Super Bowl LX, Olympics Opening Ceremony and State of the Union Address. More
Northern European mystery shopping and customer service specialist Dive has named Julia Schramm as Country Manager for its Dive Custitude division, in Sweden. More
Inlightened, a tech-enabled platform giving access to a vetted network of healthcare professionals, has appointed Rob Ramirez as Head of Strategy. The firm is based in Boston, US. More
In California, PR performance management specialist Reputation has rolled out three capabilities, significantly expanding its AI product suite: Reputation IQ and AI Reputation Manager, announced last year, and a new feature, AI Location Presence Insights. More
Ipsos has promoted Lisa Gudding to Chief Growth Officer, U.S. A Board member of the Insights Association, she is promoted from President, Strategic Growth. More
Marketing software firm Zeta Global has reported revenue of $396 million for the first quarter, up 50% year-on-year; operating loss reduced around 39% to $13.25 million; and adjusted EBITDA up 42% to $66.1 million. More
New York-based revenue intelligence platform Actively has raised $45 million in Series B funding, with which to develop and launch new products, find new enterprise clients and establish a new office in San Francisco. More
US company Mind Well Solutions has launched Prova, described as 'the world's first AI-powered synthetic focus group platform.' More
Video-based automated research platform Conveo has launched a MaxDiff solution, which it says is the first to combine preference ranking with AI-moderated qualitative probing in a single study. This will allow users to delve into the reasons for the preferences consumers express. More
Clients of survey software firm Peekator now have a conversational interface to interrogate their data. The firm's new AI Analysis capability promises instant, structured answers. More
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