Information Seeking on the Web: An Integrated Model of Browsing and Searching 
This paper presents findings from a study of how knowledge workers use the Web to seek external information as part of their daily work. Thirty-four users from seven companies took part in the study. Participants were mainly IT specialists, managers, and research/marketing/consulting staff working in organizations that included a large utility company, a major bank, and a consulting firm. Participants answered a detailed questionnaire and were interviewed individually in order to understand their information needs and information seeking preferences. A custom-developed WebTracker software application was installed on each of their work place PCs, and participants' Web-use activities were then recorded continuously during two-week periods.
Wei, Chun Choo, Brian Detlor and Don Turnbull. First Monday (2000). Articles>Internet>Assessment
Google Insights: A Social Barometer for the Digital Age
Grant Whiteside looks at Google Insights for Search tool and how it can give you a pictorial breakdown of the social barometer.
Whiteside, Grant. Scribd (2009). Articles>Internet>Assessment>White Papers
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