The use of “cairn” in our company’s name was first used almost 20 years ago. It is based on what a cairn represents among those who explore the outdoors. As outdoors enthusiasts, we would see cairns along the trail, which in most cases would be where the trail might be unclear, change direction or where navigation might be difficult when weather conditions prevent seeing the route more clearly. Essentially, cairns provide direction, especially in places where the direction may not be clear. And that is how we view market research, to provide direction and assist in decision-making when the way forward may not always be clear, or the outcome is uncertain.