YMIn my September column for Mediatel’s Newsline, I look at the panic caused by the polls towards the end of the campaign and in particular why there can be a gap between what people tell pollsters and that they actually do, something that has profound implications for how we measure media behaviour as well.  As evidence I cite Yes Minister and Sigmund Freud. If you don’t agree then, as Sigmund Freud might have told his mother, ‘Hey, it’s just a theory’. Here’s the article.