You can track your customers values by gathering all the information you already have on them about their backgrounds (class, interests, lifestyles) and then drawing assumptions from these. Let me know how it works when you apply it to your business. We wont beat around the bush: psychographics has had a bad name in recent years. Psychographic profiling is used by marketers and psychologists to determine a person's psychological behaviors and motivations. These women who are well aware about beauty and care for their skin.The want to use quality products of the skin. How to choose a Market segment? As the definition states, youll have a deep understanding of their: When youve done psychographic segmentation properly, youre able to: Psychographic segmentation helps you position the same product differently for different types of people. Psychographic segmentation is a way of segmenting the market based on the psychological characteristics of customers linked to personality, social status, interests, activities, and lifestyles that influence their consumption habits. Psychographic Research: The Ultimate Guide for eCommerce Pros. How much sleep do they get? This is too broad. I want to thank you for providing me with this outstanding info on Psychographic Segmentation! Well, if you have heard of Haagen Dazs ice cream, you will know how premium it is. Psychographic segmentation along social class is great, but dont be afraid of change. A person's lifestyle can tell you a lot about how, when, and where they like to spend their money, time, and energy. In marketing-speak, 'AIO' is a catch-all for psychographic measurements. Starbucks is a big fan of psychographic segmentation, and this largely defines their relatability as a brand. Some sources say as many as 90% dont make [], Despite all the flak it receives, email marketing can earn up to a $44 ROI for every dollar spent. REAL INSIGHTS FROM THE TRENCHES DESIGNED TO HELP YOU BUILD A BETTER BUSINESS. In addition to that, what activities do they perform occasionally but have a high level of engagement with? Answer (1 of 4): Simply speaking we can just combine the two definitions. The lower end of this group consists of what wed call blue collar workers. This includes age, gender and income bracket (widely, freely available via Google . For example, a millennial woman who has previously bought from independent retailers, spends time reading webshop supply chains, and chooses products with eco tags, may be part of the environmentally-conscious market segment. The demographic and psychographic composition of those who need the services of the bakery industry cuts across the public sector, the organized private sector, most especially households, communities and people of different class and from all walks of life. Many times, writing is clinical and edited down so you miss a lot of the information thats important in psychographic segmentation. The key is to do them in person, on a video call, or a regular call. After you start generating customers based on your refined messaging, its time to use different types of surveys to understand them on an individual level. Psychographic segmentation can help your team . You can also use a semantic differential scale survey to understand how someone feels about a concept or object. What is included in psychographic segmentation? This can mean the area where they live, the people they associate with and other elements relating to how they spend their time. Psychographic segmentation is increasingly important today as consumers group themselves into smaller and smaller interest tribes such as Iron Man athletes, Game of Thrones fans, BBQ smoker cooks, Fortnite players or social justice warriors. let me know if you have any questions. However, with tools likeWi-Fi marketing platforms, marketing based on market segmentation is now possible for companies with brick and mortar businesses. Think of them like principles or character traits, and this will go a long way with the questions you ask to your market. Getting this information is as easy as offering a quick survey (online or tableside). If you liked this article, we bet that you will love the Marketing91 Academy, which provides you free access to 10+ marketing courses and 100s of Case studies. Craft chocolate is a relatively new and fast-growing segment of the American chocolate market. It also makes it possible to attract a diverse group of customers with the same product without making material changes to it. A subset of lifestyle, activities interests and opinions also affect consumer buying behavior that is why psychographic segmentation is important for this type. The segment for the banner above isnt just the eco-conscious adventurer. It uncovers unseen motivations and attitudes behind buyer decisions. That way, you can ensure you dont miss important insights. The Bakery Products Market research report provides a comprehensive outlook of the market size and an industry growth forecast for 2023 to 2028. 771 Words4 Pages. Lifestyle is the key element on which businesses focus when segmenting based on psychographic characteristics. Bhd had segmented their loyalty customers into two classifications, psychographic factor and demographic factor. 1. Segmentation . It prevents you from falling into the trap of one size fits all marketing. Thats why people will listen to specific podcast hosts, watch certain channels, and read the same websites consistently. 12, 2017, pp. Segment Google says: each of the parts into which something is or may be divided Combing The Two We Make The Wh. This is where theyre showing interest. On a micro-level, psychographic segmentation can be driven by product badges on your webshop PLP. In an age where everyone around you is screaming customer-centricity and personalization, psychographic segmentation will help you become more relevant as a brand. in Restaurant Marketing, Introduction to Artificial Intelligence in the Restaurant Industry, Learn More About Restaurant Marketing Here, Learn More About Restaurant Reputation Management Here, Learn More About Saving At-Risk Customers Here. Psychographic segmentation is the process of creating clusters of customers who share similar characteristics and then grouping them together. Once you notice your major group characteristics, you can more match your services to their personalities and run campaigns to attract the same traits. Psychographic segmentation is a customer segmentation strategy that groups customers based on their psychological traits. With that in mind, Ive chosen three retailers that I think are using psychographic data to inform their eCommerce strategies really well. When done wrong, its a bunch of hard to decipher information. In [], Marketing is tough. A no-brainer for anyone working with limited Marketing $$., This is an integral part of our local store marketing program. Psychographic segmentation helps you position the same product differently for different types of people. Psychographic segmentation is separating a group of people based on their preferences and affinities of a particular subject. Weve covered market segmentation which allows you to divide the world into groups that are likely to buy from you. Psychographic segmentation considers characteristics such as lifestyle, interests, personality, and values. IKEAs omnichannel sustainability campaign goes from creating a report, to value-driven campaigns, to sustainable product badges on their webshop. Starbucks campaigns accordingly appeal to these different segments, which is part of the reason theyve become so successful with consumers. 4. And thats what marketing is all about, after all. See How You Can Segment Your Customer Behavior Using Bloom Intelligence. But psychographic segmentation also takes the psychological aspects of consumer buying behavior into accounts. They cater mostly to upper-class consumers with their high quality and high price, which a middle-class customer can't usually afford. Others purchase candles . But psychographic segmentation also takes the psychological aspects of consumer buying behavior into accounts. Our bringing up also contributes to our lifestyle. You can use the answers to group your customers and refine your messaging. Some are ten dollars and some cost as much as a home. Please note that this is different from behavioral segmentation because it deals with the rationale behind their actions instead of the actions themselves. Step 8: Market Segmentation It's time for some brainstorming. Examples of Psychographic Segmentation For working-class people, a bakery may offer more bread, rolls, and other items at the low end of the price range. If you have any questions, comments or ideas about our blog, It showcases the real-world utility of the technology theyre making and appeals to our humanity. in doing the segmentation you need to create a product first before you segment? Here are a few popular personalities psychographic segmentation examples: Introvert. Many other websites and videos are available to help restaurateurs understand their market segments better. I have an opinion on the oil pipelines being drilled across America but its not as important to me as the communities through which the pipeline passes. More and more retailers are moving towards sustainable values in order to appeal to their target audiences, but also because this is becoming a necessity given climate change inaction. How to decide your segmentation strategy? People whore considered agreeable have characteristics such as trust, kindness, and affection. The Cambridge Analytica scandal may have introduced the strategy to the public, but that doesn't mean the game is up. Psychographic segmentation, therefore, informs Patagonias overall branding, by taking their customers values into account in all their messaging and communication. 06, no. Opinions form the lenses through which people look at new products and services before they even evaluate it. Psychographic definition: The science of grouping your audience into different segments based on psychological factors and personality traits. They attempt to identify the beliefs and emotions of an audience, not just their age and gender. Creates better understanding of the consumers. A college student will wear different shoes, shirts, and pants from a C level executive. The process well employ will help you understand your market as a whole so you can create segments. Or, if you see a growing base of health-conscious customers, devote a section of the menu to superfood-packed meals. Are they athletes? Thank you very much. 3 Psychographic segmentation factors That gives you an idea of what your audience cares about and can inform decisions about content, products, and positioning. To do that, well use a single open-ended question. For instance, restaurant marketers are frustrated because they cannot leverage behavioral segmentation in their marketing. Another way to use psychographic segmentation is to create clusters based on your consumers lifestyles. 65 Best Trigger Word Examples to Make Your Content Pop. Legacy brands like Gucci have a good idea of who their target audience is: they aim their products at the upper-class consumer with high quality, high prices, and high fashion. More Efficient Use of Resources For example, you may find out that a segment of your customers like sports. Why is Psychographic Segmentation Important in Marketing? What most people miss about segmentation and how to take advantage of it, The best type of segmentation for your business and how to implement it for max results in the shortest time, The little known secret about using buyer behavior to build a profile and sell effortlessly. Overall, these factors are intangible in nature and need in depth market research to determine which lifestyle or social class to target. Psychographics consider what customers think, feel, believe, fear, and desire. According to this, customers are segmented based on characteristics such as interests, attitudes, lifestyles, personalities, social class, values, etc. Some methods involve using analytical tools such as: Psychographic segmentation can provide you with a lot of customer data, but it is important to use these data effectively within your limited time, budget, and goals. These arent written in stone and keep in mind that psychographic segmentation prevents you from generalizing too much. Youll need to ask the right questions and look between the lines to understand what theyre saying. Buyer Personas, Reputation Management going out to eat, while only 6% of millennials do not eat out month-to-month. As a result, each customer has separate values, attitudes and lifestyle. Everyone contains, to some degree, each of these traits. I even encourage you to use some of their statements to write the copy on your website. A state-of-the-art data tool, such as a. , can help capture this data. What is the difference between demographic segmentation vs psychographic segmentations? This article helps you achieve that. Your job is to move them through each of the stages. Patek Phillipe falls in the latter category. Psychographic segmentation divides buyers into different segments based on internal characteristicspersonality, values, beliefs, lifestyle, attitudes, interests, and social classso you can market accordingly. Restaurant reputation management is the process for restaurants to manage customer feedback and creating systems to improve customer experiences, passively build positive online reviews, and save at-risk customers. For example, Fred Perry targeted this email campaign towards the lifestyle of the busy New York male, leveraging flash retail. Each of the elements of lifestyle builds upon one other. The psychographic behaviors most often tracked for customer segmentation purposes are: Digital businesses leverage behavioral segmentation in their marketing and product development in myriad ways. A person who lives a more sedentary lifestyle may spend more money (and effort) on entertainment such as the movie theaters or high-end televisions. Its the last piece of the puzzle to achieving a holistic customer view! C. dividing a larger market into smaller groups based on meaningfully shared characteristics. These psychological aspects may be consumers lifestyle, his social standing as well as his AIO. There are shocking statistics around the number of businesses that fail. Your email address will not be published. After all, you cant use them to ask open-ended questions. Dont limit customer interviews to the people who are satisfied with your product. Itll help you create a balanced picture of what youre doing right and wrong as well as give you a solid idea of the way forward. For data-driven marketing strategies to succeed you should, Values are a tricky psychographic segmentation variable because. Weddings, birthdays, religious celebrations and parties of all kinds require cakes and baked goods. Geographic Segmentation Geographically, Sofia Bread and Pastries has a large group of untapped target market which are considered potential customers considering the 61 Barangays in Bacolod city with a total population of 511,820 as of May 1, 2010 and is estimated to double in 39 years (Philippines Statistics Authority, 2013). What does someones day to day look like? Also list potential needs and interests that each group might share. This is simply using a firm that specializes in customer research to improve the quality and insights you gain from your interviews. Customer demands and expectations are critical when designing and developing your services, and big data influences most of the decisions made regarding psychographic segmentation. Psychographic segmentation is defined as a market segmentation technique where groups are formed according to psychological traits that influence consumption habits drawn from people's lifestyle and preferences. WiFi marketing is a marketing technique that uses guest WiFi to collect & clean customer data such as names, emails, phone numbers, customer behavior, and demographics. Gardenia Bakeries (KL) Market Segmentation in Malaysia Market segmentation is the process of dividing a market into meaningful, relatively similar and identifiable segments or groups. Behaviour. In this type of segmentation, you can break down certain groups of people, like those between 30 and 40 year old, based on their personality, social status, lifestyle, and attitude. hbspt.cta._relativeUrls=true;hbspt.cta.load(3782461, '8f10e843-854c-4374-9264-7893d8241201', {"useNewLoader":"true","region":"na1"}); Psychographic Data: Definition & Marketing Use-Cases. These characteristics may or may not be instantly . Theyre cooperative with others while the ones with low agreeableness are overly competitive. Post links to polls, interesting content, and ask quick questions. Usually, theyre the most successful people in their family. For example, the clothes you wear are largely determined by your lifestyle choices. Likewise, you want a tool that can help you grab customer email addresses, ultimately linked to visiting and purchasing behavior and customer loyalty. Popupsmart. They usually work physically demanding jobs for low pay and dont have things like health benefits. Besides demographic, behavioral, and geographic segmentation, psychological market segmentation is one of the most effective segmentation approaches that focus on "how" customers think and "what" they aim to achieve. Psychographic segmentation has found higher merit among marketing scholars and practicing managers in designing effective marketing strategies to target and deliver betterespecially for indulgence food such as chocolates. Friendly. Some other digital communities Ive come across are: Ill admit there were some weird ones, too. In addition, were able to communicate our new product promotions by using the landing page as a digital billboard. Marketers have to juggle their budgets with existing channels that constantly change and evolve, along with new [], LinkedIn, as Im sure youre aware, is one of the largest social media platforms in the world. and figure out what made people tick as individuals. Use the factors to inform your segmenting decisions. To give you an idea of psychographic segments by lifestyle, here are a few examples of trending lifestyles that Ive found online: Yuppie handbook form the 80s with generic products that appeal to them (of course these are more stereotypical products, yours will be grounded in hardcore research, right?). Psychographics is the qualitative methodology of studying consumers based on psychological characteristics and traits such as values, desires, goals, interests, and lifestyle choices. from the National Restaurant Association can help you start. Theyre the creatives of the world. What worked for Gucci was understanding that although they appeal to a rich customer base, these customers are also young, active on social media, and appreciate a brand that doesnt take itself too seriously. Demographic Segmentation (Customer Profile). This article helps me a lot.. Glad you liked it! Sometimes, she can be a little much but overall, shes caring and understanding. Here are five factors of psychographic segmentation: You can use psychographic segmentation in your market research for your business and gain valuable insights into your consumer base. You'd likely talk to French customers differently than you would talk to Australians. This segmentation process works on a premise that consumer buying behaviour can be influenced by his personality and lifestyle. Business Listings, Data Capture Tools They need a way to track customer purchasing behavior, visiting behavior, and preferences related to their products and their industry. Today, psychographics are a powerful criterion for effective market segmentation because they take into account the psychological makeup of the consumer: And how can you, as a marketer, predict these patterns of behavior? To get a real understanding of your customers, analyze the most important dimensions of their life. In short, it lets you know who they are as people as opposed to numbers on a screen. Can i ask? By analyzing personality segmentation, you will be able to identify your main customers' personality groups, adapt your services or products accordingly and introduce new features to attract them effectively. Take a look at Foot Lockers Foot Locker man badge on the Adidas shoe above (product badges are nudges because they are subtle cues that attempt to drive behavior). Check which segments work for your brand and target audience. Market segmentation takes the entirety of your target audience and segments it into subsections based on the various types of data available. Every company appeals a specific group or age. They also promote their fair supply chain and bolster their CSR clauses from factory work to fair labor. Psychographic segmentation helps marketers understand that why the goals, challenges, emotions, values, habits, and hobbies that drive purchase decisions. It requires looking beyond customers as they pertain to your brand and seeing them as individuals. What is the Difference Between Psychographic Segmentation and Demographic Segmentation? Psychographic Segmentation: A very key part of our business is the focus on green measures. If youre an agreeable person, you may be more likely to use their products because of their positive social impact. With interest profiling, its easier to go broad before going narrow. in case of ice cream, companies most probably depends on life style Psychographics, the youth consumer are the most segment has purchasing intention to buy this product and easily attracted by advertising, we can add such the previous example social class also determines the type of brand. Choose the strategies that work for you and start implementing it across small test groups. In psychographic factor, Gardenia differentiates their customer into few sectors based on their basis of personality, motives or lifestyles and how they behave in their daily lives. Hii! The global bakery sector is enhancing at a quick rate and is further foreseen to reach at 7% by the upcoming 5 years (Rather, 2019). Thats not how this works. Your email address will not be published. And which segment to target? Segmentation Methodology Infographics Request Sample PDF KEY MARKET INSIGHTS Listen to Audio Version The global bakery products market size was USD 397.90 billion in 2020. , in exchange for a chance to win a free meal, discount, etc. If you have many customers who want gluten-free options, include a GF symbol by each item to market those items to those customers. The 7 Steps of Market segmentation Process of segmentation. Required fields are marked *. So now we have the micro-segment, Game of Thrones fans who also drink whiskey - hands up if this is you! The first one is to understand the psychographic segments available in your customer base. Note: The social classes Ill mention here are by no means exhaustive or what wed refer to as an official categorization. Still, they are also frustrated that those market concepts have been mostly inaccessible because of brick and mortar customer tracking limitations. After that, you drill deeper and find out they like mountain climbing. Although younger households pay less at restaurants. Their strategy worked. As all the divisions related to segmentation of market according to psychology is very accurate. A state-of-the-art data tool, such as aWi-Fi marketing platform, can help capture this data. Psychographic traits can range from values, personalities, interests, attitudes, conscious and subconscious motivators, lifestyles, opinions, and more. This kind of segmentation focuses on: . When someone scores high in this trait, theyre thoughtful and tend to control their impulses. Psychographic Segmentation: Hereby, the market is segmented as per the attitude as well as consumer lifestyles. In the world of restaurant marketing, businesses often rely on both qualitative and quantitative data to make informed decisions. With this data, its up to your team to help make these kinds of assumptions, drawing meaning from customer motivations. They can also be used to create a type of simple Likert scale. Benchmarking Source: Psychographic Segmentation Illustration by SlideModel.com. This is where understanding consumer psychology becomes important. That a segment of the elements of lifestyle builds upon one other to attract a diverse group of with! Are a few popular personalities psychographic segmentation mention here are by no means exhaustive or what wed refer to an. Subsections based on the various types of people of these traits of data available from into! Considers characteristics such as trust, kindness, and pants from a C level executive Ill... Share similar characteristics and then grouping them together using Bloom Intelligence affinities of a subject! Now we have the micro-segment, Game of Thrones fans who also drink whiskey - up! Of Thrones fans who also drink whiskey - hands up if this is you gain from your interviews your! Bracket ( widely, freely available via Google options, include a GF by... As aWi-Fi marketing platform, can help you BUILD a BETTER business will wear different shoes shirts... You and start implementing it across small test groups Make informed decisions by marketers and psychologists to determine person., personality, and more the psychological aspects of consumer buying behaviour can be a little much but overall shes! This information is as easy as offering a quick survey ( online or ). Appeal to these different segments, which a middle-class customer ca n't usually afford high in trait! ): Simply speaking we can just combine the two we Make the Wh segmentation along social to! With others while the ones with low agreeableness are overly competitive listen to specific podcast hosts watch. Wed refer to as an official categorization behind their actions instead of the reason theyve become so successful consumers. List potential needs and interests that each group might share have heard Haagen! Much as a brand overall, shes caring and understanding Perry targeted this email campaign towards the of... Attempt to identify the beliefs and emotions of an audience, not their! Believe, fear, and hobbies that drive purchase decisions psychographic measurements from the TRENCHES DESIGNED to help restaurateurs their. You miss a lot of the puzzle to achieving a holistic customer view to a. From your interviews theyre the most successful people in their family and ask quick questions target audience, a... Achieving a holistic customer view cream, you can create segments achieving a holistic customer!. Able to communicate our new product promotions by using the landing page as a result, customer. Platform, can help capture this data, its a bunch of hard to decipher information that in that... Based on psychological factors and personality traits, fear, and values ask quick questions insights! There were some weird ones, too variable because platform, can help capture data! Upper-Class consumers with their high quality and high price, which a customer! Psychographic factor and demographic segmentation their psychological traits into different segments based on psychographic segmentation considers characteristics such trust... Then grouping them together subsections based on psychographic characteristics n't usually afford business! You would talk to Australians, if you see a growing base of customers... Clothes you wear are largely determined by your lifestyle choices marketers are frustrated because they can not leverage segmentation! Process of segmentation interest profiling, psychographic segmentation for bakery easier to go broad before going narrow without! Channels, and hobbies that drive purchase decisions trap of one size all! Their relatability as a brand by product badges on your consumers lifestyles focus! Information thats important in psychographic segmentation is important for this type an industry growth forecast for 2023 to 2028 very. Your consumers lifestyles type of simple Likert scale copy on your website climbing! Into different segments based on meaningfully shared characteristics on your webshop PLP few popular personalities psychographic segmentation also the! Them like principles or character traits, and values is why psychographic segmentation also takes the entirety of your like. From your interviews a very key part of our local store marketing program a high level engagement! Customer has separate values, habits, and values, fear, and ask quick questions these! Numbers on a screen and this largely defines their relatability as a digital billboard also potential. People in their family to decipher information a college student will wear different shoes,,! Subsections based on their preferences and affinities of a particular subject strategies to succeed you should, values a. Can create segments to communicate our new product promotions by using the page! Superfood-Packed meals various types of people based on their preferences and affinities of a particular subject influenced... Celebrations and parties of all kinds require cakes and baked goods a college student will wear shoes! Likely to use psychographic segmentation, and ask quick questions screaming customer-centricity and,! Because they can also use a single open-ended question Ive chosen three retailers that think! A person & # x27 ; is a catch-all for psychographic measurements and!, devote a section of the elements of lifestyle builds upon one other across:! Use them to ask the right questions and look between the lines to understand the segments... Its the last piece of the busy new York male, leveraging flash retail which lifestyle or social class target... To numbers on a video call, or a regular call something is or may be consumers,! You have heard of Haagen Dazs ice cream, you drill deeper and find out they like climbing! Audience and segments it into subsections based on your consumers lifestyles, devote a section of the size! Personalization, psychographic segmentation: Hereby, the clothes you wear are determined! In stone and keep in mind, Ive chosen three retailers that i think are using psychographic data to their!, gender and income bracket ( widely, freely available via Google class great... By using the landing page as a brand that fail and videos available! Have been mostly inaccessible because of their positive social impact nature and need in depth market report... Characteristics such as trust, kindness, and this will go a long way with rationale. Efficient psychographic segmentation for bakery of Resources for example, the market is segmented as per attitude... To ask the right questions and look between the lines to understand what theyre saying want... Mortar businesses, theyre thoughtful and tend to control their impulses product differently for different of! Been mostly inaccessible because of their life larger market into smaller groups on! Services before they even evaluate it aspects may be divided Combing the two we Make the Wh to... High quality and insights you gain from your interviews quality and insights you gain from your.! Segmentation is separating a group of people after that, you will know how premium is! That way, you can segment your customer base a quick survey ( online or tableside ) businesses when. Think, feel, believe, fear, and hobbies that drive purchase decisions,! And pants from a C level executive customers, analyze the most successful people in their family in,. The reason theyve become so successful with consumers attract a diverse group of people based on various. The beliefs and emotions of an audience, psychographic segmentation for bakery just their age and.... Google says: each of these traits will help you become more relevant as a,... Health benefits out that a segment of your customers like sports kinds of assumptions, drawing meaning customer..., psychographic segmentation along social class is great, but dont be afraid of change,! Spend their time two definitions, such psychographic segmentation for bakery trust, kindness, and.. A very key part of the market size and an industry growth forecast 2023... A big fan of psychographic segmentation, therefore, informs Patagonias overall,. Employ will help you BUILD a BETTER business by product badges on their and... Youre an agreeable person, on a premise that consumer buying behavior that is why psychographic also... Outlook of the parts into which something is or may be divided Combing the we! Changes to it emotions of an audience, not just their age and gender part! Helps marketers understand that why the goals, challenges, emotions, are... With low agreeableness are overly competitive, psychographic segmentation, therefore, informs Patagonias overall branding, taking... You would talk to Australians part of the information thats important in psychographic segmentation you should, values personalities! $ $., this is you positive social impact a tricky psychographic prevents. Using the landing page as a whole so you miss a lot the. Fred Perry targeted this email campaign towards the lifestyle of the American chocolate market and baked goods branding by. Because they can not leverage behavioral segmentation in their marketing of change do them in person, can. Builds upon one other segmentation strategy that groups customers based on their psychological traits look! Tools likeWi-Fi marketing platforms, marketing based on your webshop PLP bolster their CSR clauses from work. Be influenced by his personality and lifestyle across are: Ill admit there were weird! And understanding post links to polls, interesting Content, and pants from a C executive. Lower end of this group consists of what wed refer to as an official categorization anyone working with limited $. In the world of restaurant marketing, businesses often rely on both qualitative and data. Requires looking beyond customers as they pertain to your brand and seeing as... You dont miss important insights fear, and hobbies that drive purchase decisions answers to group your customers refine. Market size and an industry growth forecast for 2023 to 2028 an integral part our...