This weekend’s Guardian had an interview with the New York Times columist, Maureen Dowd.  She was describing a concept called ‘truthiness’:

"Truthiness is a good story, one that feels right, but doesn’t correspond to reality. Truthiness is what you want to be true. A White House press statement saying the army’s doing fine in Iraq when their own military is telling them that the army is stretched so thin … is truthiness. Or saying it’s just a group of fierce insurgents when the country is on the edge of civil war …"

This is the best answer I can think of to the oft asked question – how do we resolve 80% customer satisfaction with the channels research. Well there is reality and there’s ‘truthiness’.