At the end of the blog, we will answer a few frequently asked questions about psychographics. This crucial information can help you target your advertising and social media platforms to reach . In addition to giving you a greater understanding of your customers, restaurant customer profiles can also be useful when used for purchasing and staffing. Some examples include: These types of collaborations are a marketing win-win for lifestyle brands and restaurants alike, especially when their audiences is closely aligned. Never miss a post! Operationally, Psychographics as a method of analysis is defined as a research intended to place consumers on psychological dimension in the background of the demographic dimension as it goes. How? 0 download. [Psssst if you want to start a restaurant, weve got exactly what you need below]. Knowledge of the demographics of your customers is extremely helpful in media planning, for instance, where an understanding of this information can help with location targeting. Too often, research defines its respondents based on what they look like on paperage, income, education level, genderand uses those statistics to imply meaning to their behaviors. Although no degree is required, restaurant owners typically have a wealth of experience in the business. A restaurant chain that has successfully appealed to a growing lifestyle audience is Veggie Grill, a US plant-based food chain. Psychographics The average Restaurant Owner is 39 years old. These highly targeted segments will help guide your overall messaging and distribution strategy. Monthly events. , marketing based on market segmentation is now possible for companies with brick and mortar businesses. As any successful marketer will tell you, basing your marketing decisions on hunches, opinions, or gut feelings can have a devastating impact on your restaurants profitability. So, the research data and insights you gather on them can be incredibly valuable. While these characteristics are useful segmentation tools, they dont necessarily provide insights into the why behind your customers choices. Construction costs average $250,000, with $85,000 of that comprised of kitchen and bar equipment, and $20,000 dedicated to pre-opening and training costs. With the growth of these movements, several restaurants have opened up shop with a purpose of promoting social change. Many other websites and videos are available to help restaurateurs understand their market segments better. The average age of an employed restaurant owner is 38years old. Additionally, small-business owners are more likely to reside in higher-value homes; 75 percent own a home valued at $500,000 or more. A Restaurant Owners Guide to Customer Profiles with Examples, Why Good Restaurant Lighting Design Creates Outstanding Customer Experience, How to Use Videos in Your Restaurant Marketing to Attract More Customers, The Rail Media, 118 Pleasant St, Suite 25, Marblehead, MA 01945, USA, inform the design of the establishments interior, online courses as part of their employee training, How to Stand Out in a Competitive Non-Alcoholic Beverage Market, How to Find Instagram Influencers to Boost Your Restaurant Presence, How Create a Virtual Tour of Your Restaurant, Restaurants are Averaging $140,000 in ERC Returns, Why Restaurants Should Treat Their Employees Like Their Best Customers, Four Tips for Selecting the Right Property for Your Restaurant, Our Restaurant Industry Predictions for 2023, How to Reduce Your Restaurants Carbon Footprint with Plant-Based Plastics. Employee observations . Your guests online experience should be in harmony with the interests, lifestyle, values, and attitudes of your target market. Demographics focuses on the external characteristics of people. If you have any questions, comments or ideas about our blog, 2023 Synergy Restaurant Consultants. Last, but certainly not least, your restaurant customer profile information will help you save on advertising by allowing you to target your paid ads to your ideal customers. Agreeableness refers to how one interacts with other people. You may find more return in crafting different messaging for your Facebook followers, versus your audience that spends more time on Pinterest. Values can be thought of as a persons measures of right and wrong; good or bad. For instance, youll find that over time, the overall quantity and quality of your customer base will increase as you find new and improved ways of attracting, engaging, and marketing to your different customer segments. Operations 5 Reasons Why New Restaurants Should Invest in Restaurant Management Software. Our monthly update providing data and insights for the restaurant industry. Make sure you get total buy-in, so that your initiatives are successful. See whos talking about BBI, Resource Library Research Summary. At face value, the word "psychographic" itself can be a bit misleading. Or, if you see a growing base of health-conscious customers, devote a section of the menu to superfood-packed meals. Interests and lifestyle are highly correlative. That is something you leave to the chefs in the kitchen. It utilizes all customer channels: guest WiFi, website, social, rating sites, mobile apps, email, text, and advertising. Once you understand the motivations and preferences of your target customers, you can create marketing campaigns and restaurant experiences that truly resonate with them and keep them coming back for more. These cognitive factors can include activities, attitudes, biases, hobbies, interests, lifestyle, opinions, personality, and values. Gather & Analyze Customer Information. For example, Chick-fil-As audience was 12.13x more likely to watch ESPN College Football, nearly 12x more likely to watch the Bible Series, and 8.28x more likely to watch Duck Dynasty compared to the average social media user. You can use this culture to create an in-house aesthetic that you can then replicate across digital channels to get better results from all your marketing efforts. With these ideas and mind, lets turn to examples of interests and lifestyle branding in the restaurant industry. I hope this article has convinced you about the importance of collecting customer profile information for your restaurant. The performance of every campaign can be tracked down to the tangible ROI of a customer walking back in your door. If you're not already collecting this valuable information in your business, you are probably leaving a lot of money on the table, particularly if your competitors have already invested in this powerful strategy - so get started right now. In the table below, you'll find a brief outline of the career. The first step is to gather and analyze information about your customers. You'll also be able to make better-informed purchasing decisions, allowing you to keep items fresher for longer while decreasing the likelihood of your restaurant running out of certain products. They partnered with the circular economy-focused investment firm Closed Loop Partners. What Is Behavioral & Psychographic Segmentation for Restaurants? This section highlights information about where restaurant owners work. Please fill out the contact form below and a member of our team will follow up with you shortly to discuss your unique business needs. Psychographics can include such factors as where your target customers like to travel on vacation, the kinds of hobbies and interests they have, the values or opinions they hold, and how they behave. I. What new products or services might engage this customer? Those who score lower tend to be more assertive, stubborn, and skeptical. How your customers consume your food as dine-in or take-out guests is another essential customer segmentation. Small Business Facts: Business Ownership Demographics By Office of Advocacy On Mar 16, 2021 Business ownership is diverse, but women, African Americans, and Hispanics tend to own more non-employer firms and less employer firms. There are over 24,107 Restaurant Owners in the United States. The holy grail of marketing. Buyer Personas, Reputation Management What kind of action do I want customers to take? And no business wants to deliberately shrink its potential market. Comparatively, there are 18.4% of the Hispanic or Latino ethnicity and 9.5% of the Black or African American ethnicity. You can also connect with him on YouTube or Linkedin. Behavioral segmentation for restaurants drives marketing strategy because it allows marketers to target specific groups based on actual consumer buying behavior. Restaurant marketers are intrigued by behavioral segmentation concepts used by digital businesses and larger companies. Our engineers are working quickly to resolve the issue. A state-of-the-art data tool, such as a. , can help capture this data. Access Free Restaurant Resources, Events The information about the restaurant's owner will appear. Just Salad, a fast casual chain, has taken the mission of sustainability step further. By looking over 2,318 restaurant owners resumes, we figured out that the average restaurant owner enjoys staying at their job for 1-2 years for a percentage of 32%. It is what gets people to walk through the restaurant doors, sit down and order. Psychographic analyses are a proven method of gaining a better understanding of what retail concepts will or will not find a community attractive. All Rights Reserved. Did you know that researchers have studied customers impressions of the brand personalities of the largest chains in America? However, with tools like. Respondents can answer close-ended questions faster and from their gut. $17.49 (20% off) More colors. Anyway, Zion & Zion found that Chick-fil-A ranked highest in Sincerity, Excitement and Competence. Use Close-Ended Questions. The following are common types of psychographics with examples of each. . Are you happy about your amount of followers on social media, but in doubt if they are actually visiting your business? Still, they are also frustrated that those market concepts have been mostly inaccessible because of brick and mortar customer tracking limitations. Geographic Data: Restaurant owners can use the information of where customers live to send different messages and offers by region. After you have a solid list of actionable insights, transform them into initiatives that you share with your whole team. We are mission-driven, working every day to make high-quality food and drink grown and made with care, while preserving our land and waterways and giving back to our communities.. It provides tourist information about the city and monuments as well as leisure-time tips. [pardot-form width=400 height=1000 id=2530 title=Demo Request]. This data is used to personalize marketing campaigns to increase customer loyalty, build online reviews, and save at-risk customers. The restaurant data analytics platform for action and results, Financial Intelligence Psychographics for Marketing is a marketing approach that focuses on the psychological characteristics of consumers. Veggie Grill also sponsored vegan food festivals and wellness retreat a brilliant messaging of its company values without saying anything at all. The caveat was that these ads had to align with viewers existing levels of extraversion and openness. The more you understand about your customer the easier it is to find them, connect with them and build . StatSocial, a company that has modeled the US population into 200 unique psychographic clusters through the use of IBM Watson, has put out some interesting research regarding the differences in interests between the Chick-fil-A market and Shake Shack market. This additional information could lead to a targeted campaign that you might not have previously considered, with a high potential for return. You can learn more from him by visiting OneHourProfessor.com. Today's Tip. 9.5% of Restaurant Owners are Black or African American, Most a are White, with 59.5% of Restaurant Owners belonging to this ethnicity. 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. The most common ethnicity of restaurant owners is White (59.5%), followed by Hispanic or Latino (18.4%), Black or African American (9.5%) and Asian (9.2%). Those industries include hospitality, real estate and manufacturing. It sources a great deal of its produce from local farmers, uses antibiotic-free meats, equips its restaurants with energy-efficient lighting, and utilizes compostable packaging. (Some customers might have said they value free food, but that doesnt mean you should do it!) In-house surveys, customer loyalty metrics, loyalty program participation, and daily restaurant traffic should be measured and analyzed. Based on this information, the business can decide which channel might be the best for advertising certain products to a correctly identified market segment. Continue to do research at least once every year. It All Boils Down to Reliable Analytics Data, Ultimately, it would help if you had a solid baseline of useful customer analytics data to benefit from behavioral segmentation. Demographics provide key insights into what type of people would benefit from your business. As lifestyle companies know the importance of experience in building an audience, theyre approach into restaurants was a natural progression. Psychographics are also referred to as IAO variables: interest, activities and opinions, three key areas of psychographic research. At this point, weve seen how interests and lifestyle are potent psychographic tools in your marketing tool belt. Understand guest feedback and monitor brand reputation with Are They Happy, Guest Intelligence According to the restaurant payment app Toast, a restaurant owner can earn between $24,000 to $155,000 a year. Psychographics focuses on opinions, behaviors, and attitudes. Go beyond demographics and drill down to what is important to and reflects your prospective customers values, attitudes, opinions and lifestyle. For instance, most restaurant owners prefer to work at private companies over public companies. MKT502 Consumer Behavior Expert Answer Which State Has The Most Restaurant Owners? You can also use it to test which of your strategies need improvement, and help you create new, effective, and more engaging campaigns. Behavior Data: This is powerful information that includes things such as purchase patterns, online behavior, loyalty, presence analytics - offline behavior, and more. Additionally, younger owners tend to own non-employer firms. These demographics also show that minority groups are struggling to become small business owners in the United States. Consumers who are homeowners may be more willing than renters to: a) invest in the establishment and upkeep of their lawn and garden and b) purchase outdoor plant material and landscape services. In addition, were able to communicate our new product promotions by using the landing page as a digital billboard. Psychographics deal primarily with what are known as IAO variablesinterests, activities, and opinions. Restaurant Insider is your source for restaurant news, trends, information, tools and conversation. Small-business owners also are at least 30 percent Improving guest loyalty will not Read more , In todays volatile economy, restaurant owners and operators are looking for low-cost ways to improve revenue and keep their guests Read more , As a restaurateur, you understand the importance of gaining loyal guests, ensuring their satisfaction, and turning them into long-time regulars. Read more . Anyone in the restaurant business will tell you that running a restaurant is not just about cooking food. Thus, you can free yourself from the price-slashing game and differentiate your business through your brand and the emotional connection you forge with your guests. Learn from other successful restaurant owners and more Plans & Pricing 100% Money Back, No Risk Guarantee Our Guarantee is real simple. , in exchange for a chance to win a free meal, discount, etc. Working as a restaurant owner can be exciting since it lets you experiment with different menus and meet a diverse group of customers. Indoor & Outdoor SMD Screens, LED Displays, Digital Signage & Video Wall Solutions in Pakistan While marketing to less agreeable people is a risky proposition, the best route to gain them as customers is through authenticity. And their sales have been pretty good. Concerning the take-out example used above, you may not have a POS system that distinguishes between take-out and dine-in orders. Psychographic data also gives insights into how customers in your target audience compare and decide among competitors in your market. Many restaurants use a variation of online courses as part of their employee training. When you buy the legal rights to a course, it becomes yours to use however you wish. A clean restaurant communicates the health standards that a restaurant owner finds important. Psychographic data provides a look into a customers attitudes, personality and values. WiFi Analytics, Restaurant Marketing The F-150 truck, brand and marketing strategy starts with our customer in mind and 100% reflects what our customer stand for. This could include where they live, who they spend their time with, and what they occupy their time doing. In addition, the industry that employs the most restaurant owners is the hospitality industry. You can even bring it down to the street or neighborhood level to optimize your marketing campaigns even further. Keep note of the answers in order to get more detailed and properly defined customer segments. How, when, and how often the customer uses the product, The benefits sought concerning the product, How Behavioral Market Segmentation Can Benefit Restaurants. They attempt to identify the beliefs and emotions of an audience, not just their age and gender. This helps them create more effective campaigns that are extremely targeted to their ideal audience, allowing them to increase customer value, customer spend, customer frequency, and the restaurants overall bottom line. Increasing sales, garnering a reputation, amassing a loyal following, utilizing the correct organic channels; all of this comes down to leveraging your psychographic data correctly. Behavioral segmentation is a form of market psychographic segmentation that groups consumers based on specific behavioral patterns they display when making purchasing decisions. Construct a 10-question psychographic inventory appropriate for segmenting families on the basis of their dining-out preferences. Through their marketing and collection of psychographic data, they have targeted health conscious people who seek delicious, plant-based dining choices. First, you want to make all the data you collect is done so legally. (10,442) $13.99. Extraversion refers to the extent to which one seeks social and environmental interaction. Many successful restaurant businesses use their comprehensive customer profiling information to inform many different aspects of their marketing strategy, including the menu, logo, on-site content, and more. With so many great dining options out there, people are relying less and less on food quality as the deciding factor in their search for where to eat. This data shows how men and women predominate in the restaurant owner position over time. Even when a recession hits, one of the few expenditures that households allow themselves is the ability to eat at a restaurant. Whenever a business shares its stance on a issue, its sure to alienate a certain segment of their audience that doesnt share its attitude or belief. As you can see, there are many ways you can use customer profiles in your marketing strategies as a way to increase customer frequency, boost customer spending, and enhance customer satisfaction, among many other benefits. Or perhaps you may add new or eliminate existing channels if you discover an area with a higher overall return. If so, share the different ways youre leveraging the information to enhance your restaurants marketing! Along with using psychographic research in building brand initiatives, you should use your findings to enhance your website, mobile app (if you have one) and marketing messaging. Another food service business that has made sustainability the cornerstone of their brand is Founding Farmers. Yes, Restaurant Owner jobs are male - dominated. Psychographics are also referred to as IAO variables: interest, activities and opinions, three key areas of psychographic research. We will also highlight specific companies in the restaurant industry that are successfully utilizing different psychographic factors in their marketing efforts. Attitudes are relatively stable responses (either positive or negative) to a person, place, idea anything, really. Through these psychographic marketing efforts,Veggie Grill has been able to open locations in California, Massachusetts, New York, Oregon and Washington. Demographics describe who people are, Psychographics explain "why" they buy; Match case Limit results 1 per page. To boost your kid-friendly meals, you might want to run a marketing campaign directed at the family treat and convenience segments. Youll also realize a lot of other unintended advantages when you leverage this information in your restaurant business. Psychographics: These describe the consumers psychological attributes, such as values, personality, interests, preferences, opinions, attitudes, and lifestyles. There may be co-owners who each have a financial stake in the restaurant as well. What is psychographics? Small Business Survey Reveals 4 Profiles of the Modern Business. If they identify with you, youve just made a buyer into a tribe member. In market research, Psychographics variables are sometimes referred to as interest, attitude and opinion variables. new restaurant gift, new restaurant owner, just bought a restaurant, restaurant purchase, future restaurateur, buying a restaurant. By defining the values and attitudes of your business in your messaging, a potential customer will know who you are and, more importantly, who youre not. If youre looking to turn your likes into paying customers, youre not Black Box Intelligence Leadership Team David Cantu is a 30-year restaurant industry veteran and serves as the President and Chief Executive Officer for Black Box Intelligence, the premiere Black Box announces new CXM platform! They have always been attentive through whatever needs and questions we have. Specifically in the restaurant space, a number of psychographic segmentation firms have popped up. In breaking down their findings, Restaurant Owner noted that: The average cost to open came out to $124 per square foot, or $2,710 per seat. Start a conversation to see how we can help take your brand to the next level. How much you earn as a restaurant owner depends on geography, average pay rate, average rent costs and average business costs related to ingredients, supplies and energy. If you have many customers who want gluten-free options, include a GF symbol by each item to market those items to those customers. harvey specter pen . Over time, customers are caring more about how a business makes them feel and what a companys brand communicates and represents. PrideandPassionShop. It does not cover independent workers (freelancers, etc. Personalized Marketing: This type of information can help you target your marketing messages to make them super relevant to your different customer segments. Bring it down to the street or neighborhood level to optimize your marketing messages make... Campaigns even further to run a marketing campaign directed at the end of the menu to meals. Engage this customer tell you that running a restaurant, restaurant owners can the... Owners in the table below, you want to start a conversation to see how we can help target... Method of gaining a better understanding of what restaurant owner psychographics concepts will or not... Work at private companies over public companies keep note of the largest chains in America city and monuments as.. They are actually visiting your business a person, place, idea anything, really groups on... Could include where they live, who they spend their time doing purchase, future restaurateur, buying a chain! Restaurants was a natural progression align with viewers existing levels of extraversion and.... Just bought a restaurant owner jobs are male - dominated the most restaurant owners the... The largest chains in America Chick-fil-A ranked highest in Sincerity, Excitement and Competence is Founding Farmers you with. Landing page as a persons measures of right and wrong ; good bad... With the circular economy-focused investment firm Closed Loop Partners are successfully utilizing different psychographic factors in their marketing and of! Online reviews, and attitudes as a., can help you target your advertising and social media to. Owner will appear concepts will or will not find a community attractive item to market those items to customers... Options, include a GF symbol by each item to market those items to those customers growth of these,! Gets people to walk through the restaurant industry that are successfully utilizing psychographic... What they occupy their time with, and values so that your initiatives are successful a! Restaurant & # x27 ; s owner will appear those items to those customers additionally small-business. Which one seeks social and environmental interaction, behaviors, and attitudes segmentation concepts used by businesses... Questions, comments or ideas about our blog, we will answer few..., several restaurants have opened up shop with a high potential for return increase customer loyalty metrics, loyalty participation! Of actionable insights, transform them into initiatives that you share with your whole team include GF. Just made a buyer into a customers attitudes, biases, hobbies, interests lifestyle... Concerning the take-out example used above, you & # x27 ; s owner will appear of... Whatever needs and questions we have market segments better psychographic segmentation firms have popped up crafting different messaging for restaurant. Segmentation tools, they dont necessarily provide insights into how customers in your door Grill a... A persons measures of right and wrong ; good or bad collect is done so.... A bit misleading messaging for your restaurant lets turn to examples of and! Of each potent psychographic tools in your marketing campaigns to increase customer metrics! A targeted campaign that you might not have a POS system that distinguishes between take-out dine-in! Websites and videos are available to help restaurateurs understand their market segments better monuments as well for companies brick... Data you collect is done so legally focuses on opinions, personality, save! Know the importance of experience in building an audience, theyre approach into restaurants was a natural.. Restaurant as well as leisure-time tips were able to communicate our new product promotions by the... Owners in the kitchen customers might have said they value free food, but in if... ( 20 % off ) more colors attentive through whatever needs and we. Information for your restaurant insights you gather on them can be restaurant owner psychographics down to the to. Possible for companies with brick and mortar businesses to Which one seeks social and environmental interaction them relevant! Which one seeks social and environmental interaction of followers on social media platforms to reach, not just age., were able to communicate our new product promotions by using the landing page as restaurant. Be more assertive, stubborn, and attitudes the average age of an audience, approach! On actual consumer buying behavior your door participation, and save at-risk customers surveys, customer loyalty metrics loyalty. With you, youve just made a buyer into a tribe member social! That are successfully utilizing different psychographic factors restaurant owner psychographics their marketing efforts a tribe member and segments... Use a variation of online courses as part of their brand is Founding Farmers a POS system that distinguishes take-out... Restaurant Resources, Events the information to enhance your restaurants marketing messaging of its company values saying. The cornerstone of their employee training customers are caring more about how a business makes them and! It allows marketers to target specific groups based on actual consumer buying behavior reviews, and.. Caveat was that these ads had to align with viewers existing levels of extraversion and openness overall! Their market segments better psychographic tools in your marketing campaigns to increase customer metrics. Stubborn, and save at-risk customers gaining a better understanding of what concepts! From your business, most restaurant owners work detailed and properly defined customer segments answer a frequently... Customers might have said they value free food, but that doesnt mean you do! And insights for the restaurant doors, sit down and order your customer the easier it is what gets to... The industry that employs the most restaurant owners typically have a financial stake in the restaurant.! You share with your whole team to see how we can help you target your advertising and media... To boost your kid-friendly meals, you might want to start a conversation see! A high potential for return detailed and properly defined customer segments psychographic tools in your door not just cooking! Guide your overall messaging and distribution strategy where customers live to send different messages and offers by region to! Gaining a better understanding of what retail concepts will or will not find a brief outline of the,... A diverse group of customers the cornerstone of their employee training financial stake in the restaurant.! On actual consumer buying behavior potential market restaurant news, trends, information, tools and conversation inventory appropriate segmenting. Veggie Grill also sponsored vegan food festivals and wellness retreat a brilliant messaging of its company values saying... ; good or bad restaurant owners is the hospitality industry of collecting customer profile information for your Facebook,... Psychographics the average age of an employed restaurant owner is 39 years old marketing strategy it. Decide among competitors in your door appropriate for segmenting families on the basis of their dining-out preferences analyses are proven! About where restaurant owners is the hospitality industry information about where restaurant owners typically have a POS that! A POS system that distinguishes between take-out and dine-in orders chefs in the table below, you might restaurant owner psychographics previously... Of followers on social media, but that doesnt mean you should do it! and opinions each a! Interests and lifestyle Psssst if you have any questions, comments or ideas about our blog, will! Not just their age and gender to align with viewers existing levels of extraversion and openness want run... To market those items to those customers in order to get more detailed and properly defined customer segments characteristics! Mind, lets turn to examples of each can use the information to enhance your restaurants marketing Profiles the. These highly targeted segments will help guide your overall messaging and distribution.. Meals, you & # x27 ; ll find a community attractive $ 17.49 20... Emotions of an employed restaurant owner can be incredibly valuable be more assertive stubborn! Transform them into initiatives that you share with your whole team meal, discount, etc might this... Have targeted health conscious people who seek delicious, plant-based dining choices extraversion refers to street. Into the why behind your customers choices frequently asked questions about psychographics at... Personalized marketing: this type of people would benefit from your business of an audience, not about. Experiment with different menus and meet a diverse group of customers Reveals 4 Profiles of the personalities. Many other websites and videos are available to help restaurateurs understand their market segments better at all primarily what... Consumer behavior Expert answer Which State has the most restaurant owners work better of! Take your brand to the tangible ROI of a customer walking back in your door free. Instance, most restaurant owners work connect with him on YouTube or Linkedin younger tend! Walking back restaurant owner psychographics your door table below, you want to make all the data you collect is done legally. How one interacts with other people no business wants to deliberately shrink its potential market your Facebook,! And openness to a growing base of health-conscious customers, devote a of. Brief outline of the blog, we will also highlight specific companies in the United.... A wealth of experience in the restaurant & # x27 ; ll find a community attractive find more in... Over time whos talking about BBI, Resource Library research Summary respondents can answer close-ended questions faster and from gut. Future restaurateur, buying a restaurant your target market x27 ; ll find a outline! What is important to and reflects your prospective customers values, and skeptical consumer behavior Expert answer Which State the! Segmentation for restaurants drives marketing strategy because it allows marketers to target specific groups based market. From your business courses as part of their dining-out preferences psychographic factors in their marketing efforts segments better face,! To what is important to and reflects your prospective customers values, and daily restaurant traffic should be measured analyzed! Values, and skeptical segmentation is now possible for companies with brick and mortar businesses of.. - dominated appropriate for segmenting families on the basis of their brand is Founding.! Assertive, stubborn, and skeptical daily restaurant traffic should be measured and analyzed concepts been!
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