There’s a though-provoking post from Jeff Jarvis commenting on the difference between what people say they are interested in, and what there really are interested it. (The inspiration is the Florida obscenity trial where the defence lawyer used Google Trends data to shine a light on the local population’s real behaviour). His basic contention is that people have always said one thing but done differently and in the world of the internet there is now more visibility than ever of this tendency. This should remind us to spend more time looking at our usage data from Hitbox (or whatever) and less listening to the "experts" in our midst – or even, perhaps, sometimes, our research?