I'm head of market research at the J. Paul Getty Trust. I track and evaluate Web traffic and conduct surveys, usability studies, and focus groups. Collecting data and analyzing it is an occupational hazard; once you start it's hard to stop. I caught myself asking my four-year-old if she liked chocolate cake because it was chocolate or because I made it. Her look said it all: "Really, Dad?" If pressed, I'm sure I could quantify why I'd rather be surfing, or hiking, or playing poker, or just hanging with my wife and kids.