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March 25, 2022 - Insightrix recently conducted a poll of 800 Saskatchewan residents to gain insight into the impact of increased food prices on individuals. Notably, we discovered that on average, residents cite a 20% to 30% increase in their household grocery bill.  Given the overall sentiment, Saskatchewan residents say they are generally more concerned about their household grocery expenses because of inflation. The top concerns cited by residents due to inflating food prices include affordability / being able to stay within their existing budget (52%), making sure they can eat healthy/quality food (24%), and that the general price of food will continue to increase (17%). Overall, Saskatchewan residents indicate a recent change to purchase behaviours due to the rise in food prices, with 62% of residents saying they are now buying 'different or less or lowered priced brands' than they were previously. Significant changes in behaviours are especially noted for those who say they have decreased how often they eat out at a restaurant (59%) or order take-out (49%).   Impact of Inflation on Food Prices in Saskatchewan Vox Pop To get a qualitative sense of how Saskatchewan residents are feeling, Insightrix hit the streets of Saskatoon to ask how inflation is affecting grocery bills in everyday households.  https://youtu.be/LGHfw_S--N4 Want to know more about this month's OnTopic release?  hbspt.forms.create({ region: "na1", portalId: "374811", formId: "2caa8378-11c6-4a81-a470-2263e18e14c1" }); ...
 

Here we are again—2022, but perhaps with a little less optimism and a lot more hope? Another fresh start in front of us, as marketers, as brands, as customers and citizens, we are given an opportunity— Yes, it's exciting, but what now? Many of us are ready to put that strategy together but are still dealing with uncertainty every day. In some cases, we look to the recent past for guidance, as things have changed dramatically, and they continue to change— rapidly! For example, how do we know who to target if we want to launch a new product in 2022? Since 2020 it's hard to fully depend on our existing market segmentation reports because it feels as if so much has changed. This includes the way people shop, live, eat, travel, and who they spend money with. As brands, we must refine our segments, or at the very least, seek confirmation of the old segments to help us understand how these behaviours hold up. Here are some common segmentation questions we hear: How will my market segmentation hold up? Will my current breakdown of my customers still be relevant? Without question, the pandemic has a significant impact on people's lifestyles and their mindsets and also their priorities. But, as we continue to cope with changing government mandates, lessening of restrictions, and returning to a "normal," it's anyone's guess what we'll have to adapt next as consumers. Meaning the way we used to act or think could have shifted, and what was previously necessary to us may have become less so. Getting a Pulse On Your Current Segmentation Getting a pulse on your current segmentation is critical to regaining trust in your strategy and focusing on the key indicators that define how it may have changed. It's better to know now if your segments are no longer relevant than to find out after spending thousands on a new product launch that it missed the mark, or worse, missed the opportunity to target the ideal customer. The key is not to disregard your existing segmentation as ineffective but rather to view it as a baseline. In other words, a peek into where we've been and where we might want to go. Perhaps existing segments may still be relevant. Still, your consumer outlook on how they want to be reached has shifted drastically, such as the rise in the use of TikTok during the pandemic. Our Syndicated Research Study, The Insightrix Media Usage Report: Answering Your Advertising Questions shows that in 2021, TikTok became one of the fastest-rising social media platforms in Saskatchewan. In this case, it might be helpful to re-run the same segmentation with the same methodology to see what's changed and validate that where we are focusing our strategy and spending is where we should be. Assurance in our data and decisions Since the size of each segment has shifted, our priority customer group may be less relevant when it comes to the dollars we want to spend on marketing, or perhaps this group is more prominent now. Suppose we already anticipate changes or the re-run of our existing segmentation highlights considerable new information. In that case, it may be time to reevaluate our methodology, develop a new set of statements, and ultimately redefine our customer base. Here are some key questions to ask when deciding if your market segmentation is relevant: Does my framework suddenly not "fit" with how society is being asked to live its lives? For example, is your primary segment based on how many hours one spent commuting to work or attending outdoor concerts/events? Is there a decrease or increase in a particular segment over time? For example, does your traditional tracking study indicate that more males aged 34-45 are interested in your brand, and were these demographics previously in a secondary or tertiary segment where you did not spend key market dollars? This may indicate that your primary segment has shifted. If you need help in looking at your tracking data to identify some of these key changes, we are happy to help! 😄 *Has there been a significant change to the marketplace you used to 'play' in? For example, were your goods/products primarily purchased face-to-face before Covid-19? Are your customers now seeking alternative ways to buy the same product, expanding the competitive landscape in which you used to play? *Note* This may not mean your segmentation is irrelevant, and certain things like purchasing behaviour can easily be verified using other methods by running a quick pulse study with a primary segment. If you answered yes to any of the first three questions, it might be time to dig a little deeper into your existing segmentation and evaluate its relevance. Reviewing segmentation typing tools to help answer the following two key questions: Do any of the current statements in the typing tool represent certain behaviours that your target audience cannot engage in right now but are likely to resume later?Are any of the current statements insensitive to the current environment? Perhaps the segmentation is still relevant, but at the very least, the target segments you have been working with are likely to have shifted. Consider conducting a profiling survey to help redefine the size of these segments. Right now, we're all in a world of flux. Things are changing, and if the last two years have taught us anything, we need to adapt quickly. To discuss segmentation and profiling more, please contact Insightrix Research at info@insightrix.com.    ...
 

Hybrid work means re-examining how the office space functions as employees flow between home and the office. Hybrid work environments can provide new ways for employees to collaborate productively, but companies must intentionally create these opportunities. At Insightrix, we've designed our new office to do just that, creating spaces to drive collaboration and innovation within this new style of working! This includes “resomercial” design approaches, state-of-the-art video conferencing technology, and flexible hot desking. The minute we received the keys to our new space, we got to work from the ground up. Every small detail of our environment prioritizes a future in hybrid working - from the infrastructure to the furniture to culture and philosophy at Insightrix. We are excited to share with you the fruits of our labour. Thank you to Golden Media House for producing this mini-documentary on the new Insightrix Research Hybrid Workspace.  Special thanks to: (in order as they appear)Corrin Harper, President at Insightrix Sharday Torgerson, Creative and Digital Strategist at InsightrixLevon Fleming, Architectural/Technology Specialist at Business FurnishingsBrandon Gay, Design Associate and Project Director at Metric Design Golden Media House, Insightrix staff, our neighbours at The Monarch, and those who helped bring our hybrid workspace to life.  ...
 

As two world-class organizations, the Saskatchewan Roughriders and Insightrix Research have many responsibilities within their communities. This video highlights how Saskatchewan businesses like Insightrix and the Roughriders can support one another, on and off the field. The strong partnership between Insightrix and the Roughriders affirms our commitment to ensure strong economic recovery initiatives as we continue to provide research activities to support local businesses. ...
 

Without members, your organization would look fundamentally different altogether. Yet, even when you understand how critical your current members are, sometimes it is easy to focus on the products and services your business provides above your member's interests. Your team may be focused on improving your products to generate more memberships. And the dedication to improvement is admirable if you consider that a satisfying member experience can lead to an ace member loyalty program. Nevertheless, if your member does not like the current experience you offer or thinks you don't care about them as an individual, they can quickly move on to your competitor. The same is true if they feel they share the same values as your association. To truly align your values with your core customer, it's essential to focus on membership growth while learning how every touchpoint affects the overall perception of your brand. Member Research is Intelligent Member research is intelligent and can be hugely actionable. Member research can gather information to align your brand values with your member expectations. When it all boils down, good member research encourages organizations to take the feedback given by their member - or potential member - and reinvest it back into the organization. Businesses that rely on memberships have historically used market research to understand their member motivations and behaviours. For example, perhaps you are a not-for-profit that relies on members for annual funding. Picture your value proposition evolving due to industry pressures coming from new consumer behaviours. Perhaps you are interested in segmenting your member base to ensure the benefits offered are communicated to the right person. In all aspects, there is a case for member research. Membership-building Efforts When Marketing General Inc. (MGI) surveyed associations for its Membership Marketing Benchmarking Report*, it was reported that regardless of the membership type, almost half of the associations described a decline in overall memberships in 2019 (47%). Sadly, but not unexpectedly, many member-centric businesses took a hit to their membership over the pandemic. Yet despite current events, one in four (45%) associations report that they successfully grew membership in 2020. Moreover, compared to associations reporting membership declines, associations that reported increases in membership over the past five years are more likely to have a specific process in place to support innovation (22% vs. 17%) or are working on developing a strategy for innovation and new ideas (28% vs. 25%). To try and build on member growth, developing a strategy for innovation and new ideas can come from many avenues of business, including market research. Personalize Your Member Recruitment Strategy While it goes without saying, a key driver in any membership growth is an effective membership recruitment strategy. There are many ways to intensify your member recruitment efforts. However, while most member-driven organizations have established processes for membership growth, these work plans habitually offer little to no benefit, that is, without understanding your member and their needs. Additionally, even the best marketing strategies require consistent creative modifications to respond to the unanticipated changes in the marketplace – and membership experience (MX) programs are no different. Communicating Membership Value Are you effectively getting the word out to members about their benefits? Or does your membership value proposition need some tuning up? Associations with a focus on membership growth are always trying to innovate membership benefits. These brands understand the importance of using member feedback to learn about the interests and the behaviours directly from the source. As a result, these organizations build MX programs that are often well-targeted by different segments. These programs, in turn, offer their membership the type of products and services specific to them and their needs as a member.   When an organization is genuinely member-centric at its core, its values and business values align with its member base. Potential members can sense marketing fluff from a mile away, and it is not enough to assume who your core member is or what they like. Society is changing, and so is your member profile. Communicating value to your member can no longer fit into bullet-point lists on on-site pamphlets – they must be expressed in a way that your members understand and the way your members can appreciate. Members Come First   Organizations that rely on members for their association to succeed must genuinely believe that the member comes first. Treat your members the way they want to be treated – like valued members. But more than that, they want to know that you value them as real human beings, not just another number. Invest in your members by getting feedback directly from them. Understand their needs instantly from them. It's critical member-centric organizations implement feedback into their communication to show that you've listened and you've heard what they've told you. Members want to belong to your organization, and it is essential to let them feel the emotional engagement, which builds loyalty. Being a member-first organization is not something you fulfill through marketing messaging. It is something you live, breathe, and do.  Market Research for Credit Unions For more information on the work that Insightrix does in this area, please get in touch with us. We would love to discuss the extensive work in this area – with associations, not-for-profits, post-secondary, and financial institutions and banks. While you're at it, check out our new whitepaper on how member-driven institutions like financial credit unions can use research to personalize their member experience program. Get your free whitepaper here.   ...
 

"The only way to win is to learn faster than anyone else." – Eric Ries There's a rite of passage book for business courses called "The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses" by Eric Ries. And one of the critical components to Ries's strategy was to understand the Build-Measure-Learn Feedback Loop. The feedback loop serves as a scientific model for businesses to realize that creating value by testing ideas is essential. By using the Build-Measure-Learn approach, businesses can focus on eliminating uncertainty, so they can fail fast, and most importantly, fail cheaply. The Lean Startup approach shows brands how to find ways to continuously approve on their business aproach by creating a cycle of testing and building, measuring to learn from the results. By using testing to support your R&D can allow for further experiment or iteration, and eventually, offer detailed specifications on how to build, use, or enhance it. Honestly, advertising research is no different. Like the Build-Measure-Learn feedback loop, ad testing can let businesses act fast, agile and efficient when it comes to product or creative testing.  Let's dive into how marketers can look at advertising research through the same lens as Eric Ries' Feedback Loop. Advertising and the Feedback Loop Applying the Lean Startup Approach to ad research is quite simple. Use the feedback loop to build your advertisements (build), ensure they are engaging with the right audience (measure), validate assumptions and apply the insights to your entire campaign or marketing mix (learn). When building an advertisement campaign, is it not essential to clearly define the strategic objective? What is the motivation for developing the ad campaign? This stage is where testing ideas are important. In addition, this may be where you employ several market research techniques to further your insights exploration to help inspire new ways of understanding how your brand, product, or service may appeal to the masses. One goal of ad testing is to ensure it provides insights that help move your ads from creative to production. Often, the first stage of advertising research is the broadest.  And compared to other methods of advertising research, this stage is often exploratory. When undertaking advertisement development market research, conduct an audit of existing research could help reduce costs. It will also increase your campaign's engagement and help you identify need areas without breaking the bank. Building advertisement creative from a gut check is rarely a good idea. And a common mistake by creative teams is to ignore existing research in hopes that fresh eyes will find new ways to validate the content. To combat personal biases, brands will often hire a market research firm to summarize mounds of secondary research that already exists or perform other advertisement pre-testing methods, such as concept research or product market research. Pre-testing can give your creative team the feedback required to understand how to improve the execution of your campaign. When testing a more drafted version of your advertisement, such as the copy, creative or storyboard, the pre-testing can flag what is required to improve the final campaign's execution. This type of feedback is key to measuring the effectiveness of the overall ad design and other budget needs like where the advertisement should be, how the media buy should be spent, and if the testing is just for one variation or the entire campaign. While there are many turnkey frameworks available for pre-testing, businesses will often work with market research firms to structure their concept research around ad effectiveness, recall, engagement, and predictive buying behaviour among their target audiences. Market research firms can even support your pre-testing by helping identify your target personas and showing how to target them based on various segmentation methods.   "If we do not know who the customer is, we do not know what quality is." – Eric Ries, The Lean Startup Learn When to Pivot Advertising research is not meant to hold up your campaign launch. But, even more importantly, it should not end when you launch your campaign. Marketing strategy often requires continuous evaluation and feedback, and advertising research is no different. Thus the research should be viewed as a large part of the overall strategy, and it should continue to provide actionable results after launch. Think about it this way: when you think about campaign evaluation, you think about all aspects of the ad campaign – your media buy, channels used, materials developed, and even societal factors that can affect your results. When you are learning to pivot, you need to plan for post-testing or continuous benchmarking. Advertisement research lets you set those benchmarks and test against them for recall throughout the entire campaign. Of course, shorter initiatives may not require testing after launch. But long-term campaigns with various channels, messages, and stakeholders may require a more continuous approach – like a feedback loop, perhaps? Advertising market research is essential to successful advertising. Research can help you reduce the risk and the cost associated with developing new research – should it ever have to come to that. Although there are many stages of advertising research, ad testing allows marketers to create their continuous feedback loop. It can simplify the creative process in a way that helps marketers determine where they need to focus their ideas (build), what benchmarks they should track (measure), and when they should adjust the creative or move on (learn, and repeat!). Advertising Research should do more than test your creative - it should help define the future success of the message you are trying to get in front of your customers.  If you would like to know more about how Insightrix can help you create more effective advertising using advertisement market research, contact us at info@insightrix.com. If you're interested in more information about the types of ad testing services Insightrix provides, download the whitepaper here.   Advertising Research - How Important is it?  Catch EP07 of SoMR where we explore why organizations test their ads, and how the practice has changed over the years.  ...
 

The Stories of Market Research: the Insightrix Podcast (SoMR) is BACK for Season 3! And to celebrate, we are excited to reveal our brand-new podcast player! Same Great Content – Now With an Updated Look and Feel Our new podcast portal highlights each episode in a digestible layout, where season one and season two are fully accessible in one great location!  The update to SoMR is our commitment to providing the most quality podcast to our audience. As such, Insightrix has committed to making significant investments into our physical office space to provide innovative multimedia projects like the Stories of Market Research. Please find out more about these investments in Season 3 of our podcast. Season 3 Features Video Podcasting Season 3 of SoMR is PACKED with interviews from exciting guests within the mrx industry. Same great content, but with an exciting video podcast component! Our first video podcast series will focus on the rise and change of mobility, collaboration and innovation in the post-pandemic workforce, the future of commercial office design, and the critical role market research is playing to support businesses in making these decisions. Please keep your eyes peeled for this series to drop its first episode this month!   As you wait for the first episode in Season 3, why not jump into the portal and catch up on any earlier episodes you may have missed - now available in one easy-to-access portal. We look forward to sharing more about the innovation in-house in our upcoming season of Stories of Market Research: the Insightrix Podcast. As always, be sure to subscribe to our podcast on any significant podcast player and leave a review if you like our content! Visit the podcast portal below. ...
 

At Insightrix Research, we believe it is vital to support our local business and not-for-profit organizations during these times. But all of us play a unique role in ensuring independent organizations remain at the heart of Saskatchewan. As an effort to highlight some of our local community champions, Insightrix, in partnership with our online research panel, SaskWatch, produced a short multimedia video to highlight why it is vital to support our neighbours. It takes communities of all shapes and sizes to support local, independent Saskatchewan businesses.  With local, independent organizations as the fabric of our community - we all play a role in ensuring they remain a part of our neighbourhoods for years to come. A recent Saskatchewan COVID-19 Business Impact Survey (September 2020) revealed more than 3 in 4 Saskatchewan businesses said they were stressed due to the pandemic. And it was discovered that those businesses most vulnerable to COVID-19 impacts are essential to our community's culture. As Saskatchewan businesses continue to navigate the impacts of COVID-19, it's important for us to support one another. The spirit of entrepreneurship in Saskatchewan should be rewarded, as our business community plays an essential part in recovering economically. A Saskatchewan Business For 20 Years    Insightrix is a proud Saskatchewan business for more than 20 years. We have had the pleasure of supporting local Saskatchewan businesses and non-profits through our research activities. SaskWatch Research, an online market research community, powered by Insightrix, comprises more than 18,000 Saskatchewan residents who offer their opinions and feedback to help local businesses and non-profits! Many donate their earnings to local charities or spend it at local businesses in their region. We believe that a healthy presence of local, independent businesses is the very fabric of our community – where enterprises, associations, non-profits, and local governments work collectively to foster proactive communities - both big and small, urban or rural. *** To learn more about the Saskatchewan Business Impact Survey, visit https://insightrix.com/saskatchewan-covid-19-research-resource-centre/. For more information about Insightrix Research or SaskWatch Research and its Corporate Responsibility efforts in Saskatchewan, please visit https://insightrix.com/giving-back/. For more information about SaskWatch Research®, visit https://info.saskwatch.ca. A special thanks to Golden Media House, Little Manitou Art Gallery, Escape Sports, Adoption Support Centre of Saskatchewan, and SCAT Street Cat Rescue - Saskatoon for their contributions.    ...
 

In late December, Insightrix conducted an independent poll with Saskatchewan residents to understand how 2020 has impacted our lives. We asked residents how their work-life balance has changed, how productive they feel working from home, how 2020 has affected their overall health and the lasting perceived effect of 2020 on us. Insightrix surveyed 801 Saskatchewan residents on our consumer panel, SaskWatch Research®. Quotas were set by age, gender and region to match the general population. Data were collected from November 16 to 20, 2020. The Good. The Bad. The Ugly.  Just over half (51%) of Saskatchewan residents say that 2020 was a bad year. No surprises there. Those who say that COVID-19 contributed to their year badly, nearly all (95%) say it has contributed "a little/a lot". While a majority of residents say 2020 was not the best year, some residents shared why they believe the year was either good or bad for them. Is working from home here to stay? When asked if Saskatchewan residents had to move to a remote working arrangement, more than half (58%) say yes, while 38% say they did not. Many Saskatchewan residents say they worked from home. And while many adjusted to their "new normal," others explain why the adjustment has been difficult. When asked about working from home, Saskatchewan residents are split on how productive they say they are. A similar portion of people (37%) says they are a lot less/little less productive than those (35%) who say they are a lot more/a bit more productive. How is the Overall Perception of our Health in Saskatchewan?  Since the beginning of 2020, Saskatchewan residents report that their health broadly (62%) remains the same. 24% say that their health is a lot/a little worse. Another 11% say that their health is a little bit better. While most residents report that their health stayed relatively the same, some commented on how COVID-19 changed their lifestyle, whether focusing on more exercise or spending more time outdoors. Has Our Outlook Changed on Society? When asked if attitudes have changed about society and how it functions since the beginning of 2020, a significant portion agreed that it has, with 37% agreeing that their attitudes have changed a lot. Similarly, 46% say their attitude has changed a little about society and the way it functions. Looking at the events of 2020 – Insightrix surveyed residents to see they believe the events of 2020 will have a positive or negative lasting impact on the world. 63% reported that they think there will be a lasting negative impact, while another 21% say that it could have a positive lasting impact. All Doom and Gloom? Further, 42% of residents believe that the events of 2020 will leave a lasting negative impact on society. How optimistic are Saskatchewan residents for 2021? As the year unfolds, 6 in 10 residents say they are optimistic about the year! Research Details A total of 801 randomly selected SaskWatch Research® panel members participated in the online research study between November 16-20, 2020. Quotas were set by age, gender and region to match the general population. Since the research is conducted online, it is considered a non-probability proportion sample; therefore, margins of error are not applicable. However, the margin of error can be estimated to be ±3.5 percentage points, 19 times out of 20 for questions answered by all respondents.   About SaskWatch Research® Insightrix began developing its SaskWatch Research online market research panel in 2007 using high-quality techniques, including telephone recruitment and referrals from existing panel members. Presently, more than 18,500 active panel members represent all regions of the province and distributions of the general population. Panel membership closely matches the 2016 Census, based on age, gender, household composition, household income and education. For more information, please visit https://info.saskwatch.ca.   About Insightrix Insightrix is a dynamic, Saskatchewan-based, full-service market research company. It serves businesses and government entities with insights-driven research solutions and interpretive analysis through leading-edge tools and senior-level expertise across various industries. Insightrix is based in Saskatoon, Saskatchewan, Canada. For complete details, visit https://insightrix.com/market-research-industry-blog/. ...
 

Living in the shoes of your research participants is a good way to learn about them. At least, that is the general thinking around the research methodology of ethnography. In its roots in the social sciences, this was very much how ethnographic research was performed – by living with and observing a person or a group to get a deeper qualitative understanding of who they are and what they are all about. Ethnography is performed a little differently in a market research context – though it can still involve a great deal of direct observation, as well as interviews and discussions, often through one-on-one interviews, video or written diaries and other forms of qualitative research. What makes this type of research ethnographic is that the research takes place in context with the research problem – such as where the participant buys or tries a product, or where an issue may arise for example. Ethnographic research, in most cases, will produce research findings that cut to the core of the “why” or “how” of a thing, perception, process, etc. by providing deep and complex behavioral data based on participants’ actions and behaviours that can be used for all manner of applications in a business sense. Ultimately, there is a business case for ethnographic research any time an organization wants to know more about consumers in terms of lifestyle factors, attitudes, cultural trends and how context affects selection, usage, perceptions or attitudes. How Could an Organization Use Ethnographic Research Effectively? One case for ethnography is to learn how a person or group will respond to a new product or system and actually employ it in their real, daily lives. Let's say your organization is a large department store, for example, and you want to test a new system that would allow your customers to perform their own price checks without the assistance of store staff. You could ask a great number of existing customers what they would like to get out of your price-check system and how they would like to use it. However, since very few if any will have given the question a great deal of thought in their daily lives, the answers they provide may not result in the best system being prototyped and released for mass distribution to your stores. Rather, in this case, it may be better to develop a few prototypes and put them into your stores to observe how your customers are actually engaging with them. Combined with short intercept interviews about their experiences, ethnography research on how your customers negotiate your new system can answer some very important questions: Can your customers use the system without any training? Where were they showing signs of frustration? When were they succeeding? How did the system work best or worst from the customers’ perspective? Armed with this data, you can feel secure that the system your store ends up developing based on the behaviour of your actual customers will meet your customers’ needs best. This is just one example of where an ethnographic study could successfully produce actionable data. However, developing prototypes is only one application of ethnography in market research – it can also be used in almost any situation in which one wishes to know the “how” and “why” a person or a group of individuals does what they do. If you have a great qualitative understanding of these things, the business applications for that data are almost limitless. Ethnographic Research at Insightrix In the summer of 2020, Insightrix wanted to provide select members of our SaskWatch Research® online market research community the opportunity to engage on how they were adjusting to life during the COVID-19 pandemic. We recruited residents to participate in a two-week diary using the FocusVision Revelation platform that included discussion boards, posting videos and images and more, using an ethnography methodology. Participants were asked to engage in a number of activities relating to different subject areas of their daily lives in the study. These subjects included media consumption habits, adjusting to a new elements of daily life interaction like social distancing and experiences with homeschooling and more. The results of this study can be found in our report, Adjusting to the New Normal: A Two-Week Ethnography Study of Saskatchewan Residents. Would you like to know more? Adjusting to the New Normal: A Two-Week Ethnography Study of Saskatchewan Residents answers questions around how residents of Saskatchewan were coping during the early months of the pandemic. It explores their fears and their hopes for the future, how they have worked to adapt and change in their new environment, why they have made the changes they have made and more. Please contact us for more information if you would like to know more about this insightful ethnographic report. ...