Big Data can give us faster and more detailed information about what is happening. But, especially in Emerging Markets, statistics and data often mislead or miss major trends as they struggle to keep up with fast-moving societies. In this podcast we discuss how analysing data and statistics might help you to understand what is happening, but not why something is happening. It can even lead you to draw incorrect conclusions. We will explain how properly planned and conducted ethnographic research can lead to understanding why things are happening, and to spot upcoming trends before they show up in the statistics.