Susan, you had me at that first paragraph. It's why I push people to get out of their comfy - yet confining - focus group labs and actually observe/engage with customers in their own natural environment. Because it is (often hidden) context that makes all the difference between what someone says they do...and what they actually do. It would have been interesting to get some small samples of field insights from bicyclists on their relationship with their bikes and parking. Wonder what new services could be created from this data?