“Feedback Loop gave us the ability to scale. It has some remarkable capabilities. Because it doesn’t require our teams to be research professionals and know how to write a good screener or survey, it doesn’t have to have them create the user stimulus. Although if they have it, they can certainly deploy it within the tool, but the tool let us scale up and bring experimentation into the practice of research, that I think a wide variety of teams before would have had to use an internal service organization.”