Gillian Tett, chair of the editorial board (U.S.) of the Financial Times, is the author of Anthro-Vision: A New Way to See in Business and Life. She discusses what economists miss when studying consumers, businesses, markets, and the wider economy using only massed data and abstract theories. She argues that economics can benefit enormously from anthropological perspectives or perspectives derived from the close-up study of how individuals think and behave in specific group cultures.