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Folksam asks its clients—current and potential—what they hold dear. A series of questions fed from the vast electronic brain of 20Q.net deducts what the user was thinking of, and presents a wealth of statistics about geographic location, gender, age, and what other words a particular demographic has been thinking of. A selection of the top words have been connected to sets of external links to amusing videos, Facebook groups, startling statistics and specific insurance offers from Folksam.