Without indulging your scientific side, and going strictly on your powers of perception, it is clear that we live screen-infused lives. We also live lives filled with multitasking. Some of you may say that observations about people who work in media, marketing, and data are skewed toward multiscreen users and multitaskers -- and you would probably be right. That's why we talk to consumers regularly. We seek their input on what they do, buy, think, feel, and so on. We measure their behaviors, attitudes, beliefs, opinions, shopping habits, and more.