I think you're pointing out exactly the kinds of questions that are being asked of us by Canadians, associations, businesses, social support groups and so on. They're saying, “Just giving me the data for Vancouver isn't good enough. What do I do with that? I know that Surrey looks very different from Richmond and downtown Vancouver. Those data don't help me expand my markets or even understand whether people will actually be able to consume the product if I do put something in place."
You see the changes in demographics, immigration and so on. Knowing the tastes and habits of people in that area, how they are changing over time, and how different subgroups in that area consume products and services differently than others is what this project is designed to do—