I was the human search engine sitting on top of a very expensive document. And because it’s so hard and expensive, you can only do it every few years. Brands can buy the segmentation and core usage-and-attitudes work they’ll actually open, and skip the chapters that gather dust. And with AI in the stack, the map no longer has to be interpreted by a specialist. The tools now exist to give every brand a living map of its consumers, built so it actually gets used.