:root{
  --orange:#FF4F00;
  --black:#000;
  --white:#fff;
  --cream:#FAF8F4;
  --rule:#E3E3E3;
  --muted:#666;
  --max:1080px;
  --gutter:32px;
  --font:'Montserrat',system-ui,-apple-system,BlinkMacSystemFont,sans-serif;
}
*{box-sizing:border-box}
html{scroll-behavior:smooth}
body{margin:0;background:#fff;color:#000;font-family:var(--font);font-size:16px;line-height:1.62;-webkit-font-smoothing:antialiased}
a{color:inherit}
.container{width:min(var(--max),calc(100% - (var(--gutter)*2)));margin:0 auto}
.site-header{position:sticky;top:0;z-index:20;background:rgba(255,255,255,.96);border-bottom:1px solid var(--rule);backdrop-filter:blur(10px)}
html.bb-research-modal .site-header{display:none}
.nav{min-height:82px;display:flex;align-items:center;justify-content:space-between;gap:28px}
.logo{display:inline-flex;text-decoration:none}
.logo img{display:block;height:22px;width:auto}
.nav-links{display:flex;gap:28px;font-size:12px;font-weight:500;letter-spacing:.10em;text-transform:uppercase}
.nav-links a{position:relative;text-decoration:none;padding-bottom:4px}
.nav-links a:after{content:'';position:absolute;left:0;right:0;bottom:0;height:1px;background:var(--orange);opacity:0;transition:opacity 180ms ease}
.nav-links a:hover:after,.nav-links a:focus-visible:after{opacity:1}

.section{padding:92px 0;border-top:1px solid var(--rule);scroll-margin-top:96px}
.section:first-of-type{border-top:0}
.kicker{margin:0 0 16px;color:var(--orange);font-size:12px;font-weight:700;letter-spacing:.16em;text-transform:uppercase}
.rule{width:46px;height:2px;background:var(--orange);margin:0 0 28px}
.statement{margin:0;max-width:1030px;font-size:clamp(42px,5.2vw,76px);line-height:1.06;letter-spacing:-.058em;font-weight:650}
.statement .line{display:block}
.lead{max-width:850px;margin:28px 0 0;font-size:clamp(18px,1.7vw,23px);line-height:1.45;letter-spacing:-.02em}
.copy{max-width:820px}
.copy p{font-size:17px;line-height:1.64;margin:0 0 18px;color:#111}
.orange{color:var(--orange)}

.research-hero{min-height:calc(100vh - 82px);display:flex;align-items:center;border-bottom:1px solid var(--rule);padding:76px 0 90px}
.hero-note{margin-top:34px;max-width:880px;border-left:2px solid var(--orange);padding-left:24px}
.hero-note p{margin:0 0 16px;font-size:17px;line-height:1.62;color:#111}
.hero-note p:last-child{margin-bottom:0}

.evidence-band{display:grid;grid-template-columns:repeat(4,1fr);gap:1px;background:var(--rule);border:1px solid var(--rule);margin-top:44px}
.evidence-card{background:#fff;padding:26px 22px 28px}
.evidence-value{font-size:clamp(34px,3.8vw,54px);line-height:1;font-weight:500;letter-spacing:-.055em;color:#000;margin-bottom:12px}
.evidence-card p{margin:0;font-size:13px;line-height:1.45;color:var(--muted)}

.funnel{margin-top:44px;max-width:940px}
.funnel-step{display:grid;grid-template-columns:minmax(360px,420px) minmax(0,1fr);gap:54px;align-items:center;padding:28px 0;border-top:1px solid var(--rule)}
.funnel-step:first-child{border-top:2px solid #000}
.funnel-step:last-child{border-bottom:1px solid var(--rule)}
.funnel-number{font-size:clamp(42px,4.1vw,58px);line-height:1.04;font-weight:500;letter-spacing:-.055em;color:var(--orange);max-width:420px}
.funnel-step p{margin:0;color:#111;font-size:17px;line-height:1.48;max-width:620px}
.funnel-step strong{font-weight:700;color:#000}

.method-contrast{display:grid;grid-template-columns:1fr 1fr;gap:1px;background:var(--rule);border:1px solid var(--rule);margin-top:42px}
.method-panel{background:#fff;padding:34px}
.method-panel:nth-child(2){background:var(--cream)}
.method-panel h3{margin:0 0 22px;font-size:12px;font-weight:700;letter-spacing:.15em;text-transform:uppercase;color:var(--orange)}
.flow-list{display:flex;flex-direction:column;gap:0}
.flow-list div{position:relative;padding:0 0 28px;font-size:25px;line-height:1.18;letter-spacing:-.035em;font-weight:600}
.flow-list div:after{content:'↓';position:absolute;left:0;bottom:4px;color:var(--orange);font-size:16px;font-weight:700}
.flow-list div:last-child{padding-bottom:0}
.flow-list div:last-child:after{display:none}
.method-panel p{margin:24px 0 0;font-size:15px;line-height:1.58;color:var(--muted)}

.module-journey{display:grid;grid-template-columns:repeat(7,1fr);gap:1px;background:var(--rule);border:1px solid var(--rule);margin-top:44px}
.module{background:#fff;min-height:168px;padding:18px 14px 20px;display:flex;flex-direction:column;justify-content:space-between}
.module-index{color:var(--orange);font-size:11px;font-weight:700;letter-spacing:.12em;text-transform:uppercase}
.module h3{margin:18px 0 0;font-size:15px;line-height:1.25;letter-spacing:-.02em}
.module p{margin:12px 0 0;font-size:12px;line-height:1.42;color:var(--muted)}

.transform{margin-top:46px;border-top:2px solid #000;border-bottom:1px solid #000}
.transform-row{display:grid;grid-template-columns:220px 1fr;gap:34px;align-items:start;padding:26px 0;border-top:1px solid var(--rule)}
.transform-row:first-child{border-top:0}
.transform-label{font-size:24px;line-height:1.15;letter-spacing:-.035em;font-weight:650;color:#000}
.transform-copy{max-width:720px}
.transform-copy p{margin:0;font-size:16px;line-height:1.6;color:#111}
.transform-copy .tags{display:flex;flex-wrap:wrap;gap:8px;margin-top:14px}
.tag{display:inline-flex;border:1px solid var(--rule);padding:7px 10px;font-size:11px;font-weight:700;letter-spacing:.09em;text-transform:uppercase;color:#000;background:#fff}
.tag.orange-tag{border-color:var(--orange);color:var(--orange)}

.market-grid{display:grid;grid-template-columns:repeat(7,1fr);gap:1px;background:var(--rule);border:1px solid var(--rule);margin-top:36px}
.market{background:#fff;padding:20px 10px;text-align:center;font-size:12px;font-weight:700;letter-spacing:.1em;text-transform:uppercase}
.market:nth-child(2n){background:var(--cream)}
.market-principle{margin-top:34px;display:grid;grid-template-columns:repeat(3,1fr);gap:1px;background:var(--rule);border:1px solid var(--rule);max-width:none}
.principle-card{background:#fff;padding:26px}
.principle-card h3{margin:0 0 10px;font-size:19px;line-height:1.25;letter-spacing:-.025em}
.principle-card p{margin:0;font-size:14px;line-height:1.55;color:var(--muted)}

.output-grid{display:grid;grid-template-columns:repeat(3,1fr);gap:1px;background:var(--rule);border:1px solid var(--rule);margin-top:42px}
.output-card{background:#fff;padding:26px;min-height:166px}
.output-card h3{margin:0 0 12px;font-size:18px;line-height:1.25;letter-spacing:-.025em}
.output-card p{margin:0;font-size:14px;line-height:1.55;color:var(--muted)}
.output-card strong{color:#000}

.voice-grid{display:grid;grid-template-columns:repeat(2,1fr);gap:1px;background:var(--rule);border:1px solid var(--rule);margin-top:42px}
.voice-card{background:#fff;padding:30px}
.voice-card:nth-child(2),.voice-card:nth-child(3),.voice-card:nth-child(6){background:var(--cream)}
.voice-card h3{margin:0 0 16px;font-size:20px;line-height:1.25;letter-spacing:-.03em}
.quote{margin:0 0 18px;font-size:23px;line-height:1.32;letter-spacing:-.035em;font-weight:500;color:#000}
.meaning{border-top:1px solid var(--rule);padding-top:14px;margin:0;font-size:13px;line-height:1.5;color:var(--muted)}
.meaning strong{display:block;color:var(--orange);font-size:10px;letter-spacing:.12em;text-transform:uppercase;margin-bottom:7px}



.trybes-video-section{padding-top:72px;padding-bottom:72px}
.trybes-video-header{max-width:820px;margin:0 0 34px}
.trybes-video-header p{margin:24px 0 0;font-size:17px;line-height:1.62;color:#111;max-width:780px}
.trybes-video-grid{display:grid;grid-template-columns:repeat(2,1fr);gap:28px;max-width:900px;margin-top:34px}
.trybes-video-card{display:block;width:100%;text-align:left;text-decoration:none;color:#000;appearance:none;border:0;background:transparent;padding:0;font:inherit;cursor:pointer}
.trybes-video-frame{display:block;position:relative;width:100%;aspect-ratio:16/9;overflow:hidden;border:1px solid var(--rule);background:#000;line-height:0}
.trybes-video-frame img{width:100%;height:100%;object-fit:cover;display:block;filter:grayscale(100%);transition:filter 180ms ease}
.trybes-video-card:hover .trybes-video-frame img,.trybes-video-card:focus-visible .trybes-video-frame img{filter:grayscale(0%)}
.trybes-play{position:absolute;left:50%;top:50%;transform:translate(-50%,-50%);width:58px;height:58px;border-radius:50%;border:1px solid rgba(255,255,255,.82);background:rgba(0,0,0,.42);display:grid;place-items:center;pointer-events:none}
.trybes-play::before{content:"";display:block;width:0;height:0;border-top:10px solid transparent;border-bottom:10px solid transparent;border-left:15px solid #fff;margin-left:4px}
.trybes-video-name{margin:14px 0 0;font-size:13px;line-height:1.35;font-weight:700;letter-spacing:.12em;text-transform:uppercase;color:#000}
.video-lightbox{position:fixed;inset:0;z-index:120;display:grid;place-items:center;padding:28px;background:rgba(0,0,0,.74)}
.video-lightbox[hidden]{display:none}
.video-lightbox-inner{position:relative;width:min(960px,88vw);background:#000}
.video-lightbox-close{position:absolute;right:-1px;top:-46px;appearance:none;border:1px solid var(--orange);background:var(--orange);color:#fff;cursor:pointer;width:38px;height:38px;display:grid;place-items:center;padding:0;font-family:var(--font);font-size:20px;font-weight:700;line-height:1;letter-spacing:0}
.video-lightbox-close:hover,.video-lightbox-close:focus-visible{background:var(--orange);border-color:var(--orange);color:#fff;outline:none}
.video-lightbox video{display:block;width:100%;height:auto;max-height:78vh;background:#000}
@media(max-width:700px){.trybes-video-grid{grid-template-columns:1fr;gap:24px}.video-lightbox{padding:18px}.video-lightbox-inner{width:100%}.video-lightbox-close{top:-44px;right:0}}

.final-panel{background:#000;color:#fff;padding:90px 0}
.final-panel .statement{color:#fff;font-size:clamp(38px,4.4vw,64px)}
.final-panel p{max-width:850px;margin:28px 0 0;color:#d8d8d8;font-size:18px;line-height:1.62}
.final-panel .cta-link{display:inline-flex;margin-top:30px;text-decoration:none;border:1px solid var(--orange);padding:14px 18px;font-size:12px;font-weight:700;letter-spacing:.14em;text-transform:uppercase;color:#fff}

.footer{padding:38px 0 42px;border-top:1px solid var(--rule);font-size:12px;color:var(--muted)}
.footer-brand{font-size:15px;line-height:1.45;color:#000;font-weight:600;margin-bottom:18px}
.footer-brand span{display:block;color:var(--orange);font-size:11px;font-weight:700;letter-spacing:.14em;text-transform:uppercase;margin-top:8px}
.footer-grid{display:flex;justify-content:space-between;gap:24px;flex-wrap:wrap}

@media(max-width:900px){
  :root{--gutter:22px}
  .nav{min-height:72px}
  .nav-links{display:none}
  .research-hero{min-height:auto;padding:70px 0 78px}
  .evidence-band,.method-contrast,.output-grid,.voice-grid,.market-principle{grid-template-columns:1fr}
  .module-journey{grid-template-columns:1fr}
  .module{min-height:auto}
  .funnel-step,.transform-row{grid-template-columns:1fr;gap:14px}.funnel-number{max-width:none}
  .market-grid{grid-template-columns:repeat(2,1fr)}
}
@media(max-width:520px){
  .statement{font-size:clamp(34px,11vw,52px)}
  .hero-note{padding-left:18px}
  .evidence-value{font-size:40px}
  .quote{font-size:20px}
}