It has been said that the worst liar is the one who lies to himself. Web stats makes this easy. So what are the ways that we can fool ourselves?
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Even well resourced organisations with wonderful, rich websites can struggle with this question. They spend time and money on sophisticated web stats software and user research and feel that through this they have got a handle on what their users think when, in actual fact, they could be off the mark by several magnitudes. Why might this be true?