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  • 00:09


  • 00:22

    DANIELLE TODD: Women in Research is a global network set upby Kristin Luck just over 10 years ago now lookingto address the issue of gender inequalitywithin market research and research-related industries.So it started out with setting up eventsacross the world in different locations,and there is a mentoring scheme.There is a database of fantastic experts

  • 00:45

    DANIELLE TODD [continued]: in the area, all female, for channelinginto conferences and things like thatif people require speakers.There is webinars, and there is an exec summit every yearfor people who want to get into the C-suite as well.And for me personally, I've been involved with WIRealmost since the beginning of my career.So a couple of months into my first job,

  • 01:06

    DANIELLE TODD [continued]: I put myself forward for a young researcher competitionat SMR Congress, which is one of the biggestevents in our industry.And my paper was entitled Male, Pale and Stale,and I caught the eye of Kristin Luck at the time.And she came along to my talk not onlyto hear what I had to say but alsoshe told me afterwards to make sure to defend me if necessary

  • 01:28

    DANIELLE TODD [continued]: as she'd already faced these sorts of issueswithin the industry and understood that thatwas sometimes required.And it's been seven years now, and since thenI have also taken over the London branch of Womenin Research and helped organize events and mentoringand all sorts of things based here in London.

  • 01:46

    MONIQUE DRUMMOND: So how I came to know about Womenin Research, a colleague told me about it,and I thought it sounded like a great ideato have a forum where women could get together and talkabout research and the issues that were going on at the time.So the first Women in Research meeting that I went towas in May of 2014.And while I was there, there were a number

  • 02:07

    MONIQUE DRUMMOND [continued]: of speakers, one of whom was Danielle, and so I got to meether which was really exciting.And she re-presented the paper that she had justpresented to SMR.And I was just totally inspired by her charisma, her charm,her knowledge, but more importantly her fire.And I thought this is just amazing,

  • 02:27

    MONIQUE DRUMMOND [continued]: and we kept up in contact afterwards.And then Danielle came to me about three months later soa very happy story.

  • 02:34

    BETTY ADAMOU: So Women in Researchis just this fantastic community of women and menactually who are striving towards equality in marketresearch, more diversity in market research as well,and the industries that are includedwithin that so insight and data analytics and so on.

  • 02:56

    BETTY ADAMOU [continued]: And there's quite a range of waysthat people can be involved with Women in Research.So first of all it's global.So there are events where there are panels and expert speakers.There's also jobs being posted on the Women in Researchwebsite.Kristin Luck, who is the founder of Women in Research,is a huge advocate for equality and diversity.

  • 03:16

    BETTY ADAMOU [continued]: So obviously she knows that lots of peoplewant to access that in different ways,and she's allowed for that.So as well as these events and job postings and so on,there is social media, and people can post questions.There's also a mentor and menteeship scheme.But from my personal point of view, Women in Researchjust feels to me like a community

  • 03:37

    BETTY ADAMOU [continued]: that if I was ever in need, I could tap into and getsolid advice and guidance from women who just really wantto bring each other up the ladderand who are just so badass at just making you feel goodand realizing how well you're doingand also helping you realize what trajectory you want to beon and where you should be and just really passionate

  • 03:60

    BETTY ADAMOU [continued]: group of women.And in terms of how I've been involved,I was invited to be on a panel at one of their eventsin London.This is a few years ago now.And the conversation ended up being quite strong around howto tackle what I call fraud complexbut is commonly known as the imposter syndrome.And it ended up being this really uplifting discussion

  • 04:22

    BETTY ADAMOU [continued]: actually because the panel members and the audiencemembers were being really honest about their experiences with itand it ended up being that I dissectedthe key insights from that conversationinto a blog of 12 steps on how to crack the imposter syndrome.Because what was really great is that so many women had createdtheir own coping mechanisms, their own ways

  • 04:43

    BETTY ADAMOU [continued]: to overcome it, ways that I had never thought of because Ihave that as well.So it was just really nice to have this open conversation.And Women in Research, whatever the conversation is,whether it's imposter syndrome or equality or something else,what I really love about that as a communityis the honesty that all the women and men who are involvedbring in.It feels like such a safe space for everybody

  • 05:04

    BETTY ADAMOU [continued]: to be completely transparent.And all that commercial "I'm hererepresenting a business," all of that is stripped away,and everybody's just a person in the room just trying to get byand elevating each other.And that's what I love about it.

  • 05:18

    TRACEY CASTLE: Women in Research is a really uniqueorganization.It helps benefit women becoming better at market research,and we do that through all sorts of different things,mostly through development.We bring in people to talk and help people with their careers.We are there to network and encourage peopleand make friends and other connections

  • 05:38

    TRACEY CASTLE [continued]: so they can rely on them and just really empoweringwomen to be there for each other.It's a really great organization.I was brought into the organization through a friendactually that I used to work with at Lieberman ResearchWorldwide.She had already been a member and asked me to come along.And I went to one of the events, and it was really fantastic.That day, they had a marketing person

  • 06:00

    TRACEY CASTLE [continued]: presenting and helping everyone reallyunderstand what marketing has to do in addition to marketresearch, so it was really fantastic.And actually, that's where I met the woman I now work with,which was a lot of fun.We just bumped into each other and started talkingand really knew that we'd liked each otherand wanted to work with each other,

  • 06:21

    TRACEY CASTLE [continued]: and eventually we started to a couple of years later.So that's Women in Research.[MUSIC PLAYING]

  • 06:30

    BETTY ADAMOU: If you were ever that kidthat was just constantly asking "why and how is that made?"or "who does that?" and you were just always very curiousbut you grew up and it didn't leave you,then I think market research is the perfect industryfor that kind of curiosity, that kind of character,

  • 06:51

    BETTY ADAMOU [continued]: that analytical nature.And also because data is said to be the new oil, where we'retold constantly that we're in the data age,and so what better time to be in the market research industrybecause in the market research industry,you will find thousands of professionalswho are doing all sorts of jobs within that spectrum who

  • 07:14

    BETTY ADAMOU [continued]: are trying to make sense of information and answeringquestions.And that's essentially what market research in my viewrests on is the question.How do we make the world a better place?How do we-- it's not just about selling more stuff.It's about the questions that we allhave from the academic side to the commercial side, howwe answer those.

  • 07:35

    BETTY ADAMOU [continued]: And we need lots of people to help answer those questions.It's not just people who run focus groups or people whowrite the questions physically for the online surveys.It's programmers.It's coders.It's people who can have the kind of innovationto think of dashboards and ways that clients can access

  • 07:57

    BETTY ADAMOU [continued]: information in real time.So it's a real spectrum from the peoplewho are, quote unquote, traditional researchersto technologists to creative people who understandthe need for beautifully designed online experiencesfor research and the user experience and userflow that goes into that.

  • 08:18

    BETTY ADAMOU [continued]: And so if you are interested in market research in general,you can rest in the knowledge and the assurancethat there are so many types of jobsthat there's going to be something in there for you.

  • 08:32

    TRACEY CASTLE: In 2008, there was a major recession,and a lot of businesses around the world got hit.Market research didn't.And the reason for that is because people really doneed to make decisions, and these decisionsthat business people were making were very criticaland a lot of pressure to do it right.

  • 08:52

    TRACEY CASTLE [continued]: You don't have-- back when budgets are tightand all of that, you don't have a lot of leewayto make mistakes.And one of the ways that they can feel confidentin their decision, whether this is the right productto move forward with or this is the right advertisingor rather this is the right target,all falls on market research.So the best companies continue to still dothat because they needed those-- that reassurance really

  • 09:15

    TRACEY CASTLE [continued]: or the reassurance that they needed to go upto their investors to say "you know what,we have a really great idea here,and we want to be able to do it.We need the money."Or whatever it might be."Here's some research to help prove our case."And so women being in market research, that's justbeing in business right there.

  • 09:36

    TRACEY CASTLE [continued]: It's fundamental to business really.And I think women personally fall into market researchreally, really well in the sense that it'sa natural fit for them.To be a market researcher, you need to be naturally curious.You need to be empathetic and put yourself in other people's

  • 09:56

    TRACEY CASTLE [continued]: shoes so you can represent who theyare when you're talking to them or making products for themor making commercials for them or trying to find out where youcan find them on media in terms of television or on radioor what events they're going to.And if you can't do that naturally,then that's probably not a right fit for you.

  • 10:17

    TRACEY CASTLE [continued]: And it really does feel that women have this natural--they gravitate towards market researchI think a lot in that sense because there'sthis natural curiosity.Women are also problem solvers.Give them a problem, they're going to solve it.They're going to figure it out.They're going to think about it and reallyput some thought towards behind that,

  • 10:38

    TRACEY CASTLE [continued]: and that's what market research really does need to have.And so I just feel that market--women being in market research isa really positive thing to do and a natural thingto do for them.

  • 10:50

    DANIELLE TODD: So WIRe have been fantasticsince the beginning of my career and supporting mein various ways.So from Kristin herself providing mewith other conference opportunities to speak ator getting me involved with events in London,right up to joining the mentoring scheme whereI meet with my mentor who's a lovely senior woman at NBCUniversal.

  • 11:10

    DANIELLE TODD [continued]: I meet with her on almost every two months or soand go through lots of different issues, barriers,my career concerns that I may have,or even personal concerns, so we havequite a close relationship.And she's been integral, and therefore the WIRe mentoringscheme has been integral in pushing me forwardin my career decisions.

  • 11:30

    TRACEY CASTLE: I've been involved with WIRe since I wasfirst introduced to it in 2015.And I've seen my skills grow quite a bit.I'm a little bit older and I've beenaround market research for a while,but because of some of the thingsthat they've brought in like speakerscoming in and talking about your personal brand,

  • 11:50

    TRACEY CASTLE [continued]: they really are-- it helps you to think and reframe thingsthat you might not have talked about.I thought it was really telling that I think one thing that'svery helpful for folks is there'stwo parts to market research.You're either on the what do they call the vendor sideor supplier side, or you're on the client side.And I've been on both.And what was really interesting to hear as I had just

  • 12:14

    TRACEY CASTLE [continued]: transitioned over to the client sidewas how did they make that transition.And being from-- and it was--it's a big learning that you have to go through actually.Because on the vendor side, you are thereto service your many clients.And on the client side, you're there

  • 12:34

    TRACEY CASTLE [continued]: to service your many internal clients, which could be anybodyfrom the CEO to the CMO, the chief marketing officer,to the investors, which you're not necessarily alwayson the hook for when you're on the other side.And that I have to say was a really awesome experiencebecause it helped you and helped me in particular

  • 12:58

    TRACEY CASTLE [continued]: to learn to say no.Because a lot of times, people willcome to the internal research person and say,"hey, I'd love for you to do some more research on this."Or "we have an internal battle.We just don't know what we want.We're not sure what the answer is.Can you go research it?"And I think having those folks give me permission

  • 13:19

    TRACEY CASTLE [continued]: to say no was one of the best thingsthat I could have ever learned.And it was the hardest lesson I ever had to learn,and it's probably very valuable lesson that I learned.So, yeah.That's just one example.There's several other things just from networkingand talking to people.You can-- you get to hear what's going on in their world.You can either benefit from it.

  • 13:42

    TRACEY CASTLE [continued]: You can hear the conversations.You can grow from just being around and talking naturallywith a glass of wine and some crackers.It makes it so much easier, and it's less intimidating.It's just a lot of fun.

  • 13:54

    DANIELLE TODD: So WIRe themselves have a fantasticresource, their hub on their website in terms of webinarsor in terms of directing people towards other resourcesthat are quite useful.So especially within our industry,you obviously have a really good groundingin the hard skills like quantitative research,how to write a survey correctly, howto understand how to interpret data, how to build data,

  • 14:16

    DANIELLE TODD [continued]: how to build stories for clients as well as the softerskills in terms of client-relationship management,negotiating, being persuasive within a very senior roomas well.So WIRe provide a training resourcesin terms of helping people who might have some issues in termsof upping their confidence and dealing

  • 14:37

    DANIELLE TODD [continued]: with difficult conversations or upping their negotiation skillsor understanding how to deal with conflictor different personalities when it comes to presenting backwhat they've been researching.So it's nice in terms of building those soft skills aswell as those hard skills when it comes to your career.

  • 14:53

    BETTY ADAMOU: Kristin Luck, who'sfounder of Women in Research, has alwaysbeen somebody I'm very inspired by.And over the years, we have built more and moreof a connection, so I think I mighthave met her at a conference one time in the very early stages.We actually heard her talking about Women in Researchas this very small thing that she was juststarting at the time.But many years later, what's been really lovely to see

  • 15:14

    BETTY ADAMOU [continued]: is not only Women in Research expandinginto the global entity is today, but Kristin Luck actuallynominated me with another researcher calledTom Anderson for the NGMR Disruptive Market ResearchAward, which was great.And Women in Research were involved in that,and that was great for my career because that obviously

  • 15:35

    BETTY ADAMOU [continued]: went all over social media.But it was just really nice that women in researchcan be recognized in this way, not just through awardsbut climbing up the ladder and being given opportunitiesthat might have passed them by in previous times.So Women in Research has been involved in that way,but also from my point of view, again, it's just really nice

  • 15:58

    BETTY ADAMOU [continued]: to know that I can tap into the knowledge, the mentorship,their advice on a personal level with somebodylike Kristin or Danielle to a broader levelwith being connected to other fantastic maleand female market researchers around the world.

  • 16:12

    DANIELLE TODD: So the lovely thing about WIReis it's a global network.So you have access to women and women alliesall over the world.And one of the things that I alwayssay at the start of the London events that I host is it'snot only a safe space but a brave space.And you often find people bring their whole selvesto the evening to meet other womenthat they mightn't have met before,

  • 16:34

    DANIELLE TODD [continued]: but people find themselves sharing very-- issues they'vestruggled with a lot, career challenges, career barriers,even personal issues, and people gettinga lot of-- and inspiration, a lot of direction out of that.There's sometimes unofficial mentoringstarts between two people who have really struck it off--hit it off at an event.And I think that's really important in terms of even

  • 16:56

    DANIELLE TODD [continued]: globally, so we do live in global timeswhere people might move for different companies,move through different countries for jobsbut actually having a bit of a network or a bit of a baseacross the world where there's other like-minded women whoalso want to see progress and wantto be part of a network that help removethose barriers for fulfilling and successful careersfor women.Having that your fingertips is really

  • 17:18

    DANIELLE TODD [continued]: something valuable and special.

  • 17:19

    MONIQUE DRUMMOND: Women in Researchis a really powerful tool to meet other women who you mightnot normally come across in your research worldbecause we tend to deal with our research clients.And it is fantastic, the full breadthof different types of speakers that they manage to get,and I'm sometimes blown away with how

  • 17:40

    MONIQUE DRUMMOND [continued]: do they manage to attract these people who come and sharetheir stories.We've had everyone from a really-- one of the top fourbartenders in the world came and talked about mixologyand the analogies of that and his life story,to people who have set up a cooperative of different brandsworking together rather than beingfrom a really large agency.And all of these people have got different background stories,

  • 18:03

    MONIQUE DRUMMOND [continued]: but the commonality in all of themis just a real passion for what they're doing.And it also is a really great placeto enable the most junior researchers whomay have just started in the businessmaybe a few months earlier to peoplewho own their own businesses like me to all gettogether and just listen in awe and think wow there's always

  • 18:23

    MONIQUE DRUMMOND [continued]: a lot to learn.And I think in all of life whatever we're doing,there is always a lot to learn.But it's just there out there on the table,and then it's often fueled by delicious winebecause Danielle also seems to know someonewho is an amazing wine taster.So we get to have a social time afterwards and beforehand.

  • 18:43

    MONIQUE DRUMMOND [continued]: So it's a full rep really of learning and experiencingother people, listening to other viewpoints,and just having a really nice time.

  • 18:52

    TRACEY CASTLE: The network at WIRe is really important.Actually it's where you do all of your interaction,and you have a lot of fun.You get to drink wine.You get to have crackers and cheese.You can have sparkling water.And you get to meet so many other people,and you don't-- you're not just there to learn.You're there to talk and connect.And people are really great.So you might know somebody, and they introduce you

  • 19:14

    TRACEY CASTLE [continued]: to somebody else.And then you end up getting another person that youcan talk to and rely on.The network's really important as wellbecause it's a safe place you can go and justbe yourself but also learn.And it's not always just a learning environment.You can also just have people to rely onif you need to in the future.

  • 19:36

    TRACEY CASTLE [continued]: It's another great way to look and connectwith people that you might have already worked with in the pastand see what they've been up to or clients that you might nothave seen before, and it has a good reminder of like, "hey,don't forget about us.Let's work together again."It's just great to talk about other problemsthat people might be having, and when I say problems,

  • 19:56

    TRACEY CASTLE [continued]: it's more like challenges.I'm not talking about, oh, problems.I'm talking about, "hey, we ran into this really uniquesituation.How did you guys handle somethinglike that in the past?"And it's just-- it's a really great wayto bounce off ideas and talk to people,but I think the wine and the cheese doesn't hurt.

  • 20:16

    MONIQUE DRUMMOND: I'd like to think there aren't reallymany barriers to women getting into marketresearch other than their own self-belief,and if WIRe can drive self-belief,then it's going to knock down one barrier.And one of the people that we had in one of the eventsI went to talked about the imposter syndrome,how to recognize it, and it amazing when

  • 20:37

    MONIQUE DRUMMOND [continued]: asked "who suffers from this?"Almost every woman and there were alsomen because it's not exclusively women in the room putthe hand up.So at all times in our career, there'salways that sneaking fear that sooner or later you're goingto be found out like right now.And it's really great the way it justmakes you realize that you're not different from everyone

  • 20:57

    MONIQUE DRUMMOND [continued]: else, and you can actually achieve a lot with your careerif you seek to do so.I think it gives people that encouragementthat they can go to the next leveland that their views or their ideasshould and could count in the businessesthat they're working in.

  • 21:13

    DANIELLE TODD: Well, one of the thingsI find really interesting in particularabout market research that you don't necessarilyfind in other industries is that, especially with peoplecoming in from graduate jobs or people comingfresh into the role, it's around 70% to 75% women in any oneyear.But once you get to the higher levels and the moresenior positions, it then flips to 70% men or higher.

  • 21:36

    DANIELLE TODD [continued]: Now for anyone working in researchwho works with statistics, well, youknow that's not very likely to happen by chance.So we know there are other issues at play.And one of the main things being a lot of unconscious bias,a lot of leftover things from things like boys clubs,and understanding how to address those issues in termsof either women not putting themselves forwardfor opportunities or women not being given the avenue

  • 21:58

    DANIELLE TODD [continued]: to have those opportunities right down to the worst casescenario of obviously things like sexual harassmentin the workplace, which WIRe also has resourceon the website to help women in order to deal with that,address it, report it, and get rid of those issuesand stamp them out of the workplace completely.So actually having a organization thatcan help you address those things that

  • 22:19

    DANIELLE TODD [continued]: feel like a little niggling thingslike, "oh, I didn't really like the way I was spoke to then"or "I got passed over for that opportunity again,"so addressing the things that area problem is helping you name them so then thatcan be stamped out is really vital for womengetting into this career.Well, I would say put yourself forward for every opportunity.So I've been really lucky in my career in terms of I have--

  • 22:42

    DANIELLE TODD [continued]: I suffer from the problem I like to saythat I have the confidence of a straight white man,and I've managed to get myself into every opportunity goingwhen it comes to working with new clients,working with global, multi-country projects,working with quite cool brands, but that was all putting myselfforward for every opportunity going even if it meantdifficult situations, difficult late nights, and all

  • 23:03

    DANIELLE TODD [continued]: those sorts of things that give youthose exciting opportunities to push yourself and findthe chance to further your career a little bit more.I would say that's really important because wecan sometimes, especially when you're getting into a careerand you're a grad, you err towards saying,"oh, I'll wait until someone asks me to do something."I say don't do that.Don't wait to be asked.Put yourself forward and make sure you're

  • 23:25

    DANIELLE TODD [continued]: creating the career you want from the very first day.

  • 23:27

    MONIQUE DRUMMOND: Whether it's market researchor any other role that you're looking for,you need to think that you are goingto be seeking a career and not a job,and there is a massive difference between those two.And if you work out what you want your career to be like,the kind of place you want to be,the kind of people you want to be working with,

  • 23:48

    MONIQUE DRUMMOND [continued]: and importantly the kind of work you want to do,then I think market research opens up a lot of doorsno matter what it might be that you're considering.Because I also really would love the word "marketresearch" to be re-categorized because it's 1960s.It's really boring.And when you're at university, youthink "market research, well, that sounds dull.

  • 24:09

    MONIQUE DRUMMOND [continued]: Those are the people that stand on the streetor the online surveys."But there are so many facets to market research,it isn't just doing an online survey.It isn't just a telephone interview.There's-- any form of business really is almost representedwithin market research.And importantly, market research sounds like all you're doing

  • 24:29

    MONIQUE DRUMMOND [continued]: is finding out about a thing, but actually you'retaking that to the next level.We don't do a lot of social research,so they put that to one side and lookat the commercial research.Every brand has a role to make a profit,and our role is to help them decidewhich product or service or advertising campaignto use that might make them that profit because their profit

  • 24:53

    MONIQUE DRUMMOND [continued]: depends on their staff that are working for them as wellas for people out in the marketplace.So really we're almost human scientists.We're brand developers.We're innovators.We're communication specialists, and we're business consultants.And when it's all wrapped up in market researchand when you're at school thinkingabout going to university, it feels like a really dry career,

  • 25:15

    MONIQUE DRUMMOND [continued]: and it's anything but.Everyone has to have a commercial sensitivityfor themselves.What are you worth?But also what am I worth to the company that is employing mebecause the moment you lose that and think it's--because we are not an academic organization,we are very much at Relish a commercial organization--

  • 25:38

    MONIQUE DRUMMOND [continued]: and we are always seeking ways to add value to the workwe do for our clients.And also we're seeking--looking at our team to see how canthey add value to Relish and to the rest of the peoplethat they're working with.Just as a founder, I'm very much seeking waysto add value to the team that I have in terms of their careerdevelopment.

  • 25:59

    MONIQUE DRUMMOND [continued]: And if you think about what you can giveas well as what you can get in business, whatever you go into,I think you're on to a much better and more positive placethan just be looking about what's in it for me.

  • 26:13

    TRACEY CASTLE: For women and for young men getting into marketresearch, I think one of the best things that theycan do to advance their career is first get into somethingthat they're really interested in.So I have worked on so many different things,and it's amazing like how I've becomeinfatuated with batteries when I reallywasn't thinking about batteries for the longest time.

  • 26:36

    TRACEY CASTLE [continued]: But now all I can think about is batteriesor financial planning, and now I'm paying attention to that.Whatever your topic is, either go after somethingthat you are really wildly interested in.So the woman I work with, she started outin media and entertainment, and she made a whole careeron that.We've now pivoted into more strategic and communication

  • 26:59

    TRACEY CASTLE [continued]: research along the way.But she started out, and she's been on--she's done every single pilot from day one.And that was her niche.And others have been in gaming and they're huge gamers,and they're playing.The point I'm trying to articulateis that you really should get into something you love and dothat.

  • 27:20

    TRACEY CASTLE [continued]: And then the rest falls naturally.[MUSIC PLAYING]

Video Info

Publisher: SAGE Publications Ltd.

Publication Year: 2020

Video Type:In Practice

Methods: Marketing research

Keywords: barriers to entry; curiosity; decision making; diversity; empathy; gender inequality; marketing research; mentoring programs; mentoring relationships; networked organizations; networking; passions; problem solving; professional development; resource centers; Self-promotion ... Show More

Segment Info

Segment Num.: 1

Persons Discussed:

Events Discussed:



Danielle Todd, Monique Drummond, Betty Adamou, and Tracey Castle discuss the Women in Research global network and the opportunities it presents.

Video Info

Publication Info

SAGE Publications Ltd.
Publication Year:
SAGE Research Methods Video: Market Research
Publication Place:
United Kingdom
SAGE Original Production Type:
SAGE In Practice
Copyright Statement:
(c) SAGE Publications Ltd., 2020


Danielle Todd
Monique Drummond
Betty Adamou
Tracey Castle

Segment Info


Segment Num: 1


Segment Start Time:

Segment End Time:


Things Discussed

Organizations Discussed:

Events Discussed:

Places Discussed:

Persons Discussed:

Methods Map

Marketing research

Often referred to as market research in Britain, marketing research involves the collection, analysis and use of information about customers and consumers and is used by firms and organisations to make decisions about the provision of their products and services.
Marketing research
Networking & Diversity in Market Research: Women In Research (WIRe)

Danielle Todd, Monique Drummond, Betty Adamou, and Tracey Castle discuss the Women in Research global network and the opportunities it presents.

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