At some point during election night, Brian Williams on MSNBC said something about the need for Margaret Mead Journalism. His point? The numbers had "lied." A bigger story existed outside the data. Everybody, even the conservative pollsters, had it wrong. People hid behind the "objective" numbers when they felt they were getting too personal or subjective. But the problem? The "objective" numbers (garbage) going in were created by the "subjective" people! Shockingly the they ended up spinning a false narrative. The postmortem? We need not throw out the baby with the bathwater, so the solution is to 1) ensure the right numbers are getting into our data sets and 2) a little bit of small data vis a vis the cultural anthropological approach of immersion and observation goes a long way. Thank-you Margaret Mead.