joined by joe menn of "the financial times" and ben parr of mashables. if you give away that research for free, how do you make any money? >> you want to show people how much you know and the type of information that you have. and then they know they have to come back to you for more information and insights. >> now, do you give them half the information and then say for the rest of the analysis about your company, you know, click here? >> we give as much as the data as we can to help them make decisions. there's always customization required. you have to know specific markets. you just can't fit all that in, or it's unreadable. >> do you go to a company -- or do you do a report about a company and then say look, i've got this? i will give you this much of it? >> no. i don't practice that. i think that's a form of hijacking, really. you want to show the market how you can help them make decisions in their business. you know, this is a trend. every single industry has been disrupted by social media. media, finance, tech companies. so this is just coming t