SENDHIL MULLAINATHAN is Professor of Economics, Harvard; Assistant Director for Research, The Consumer Financial Protection Bureau (CFPB), U.S. Treasury Department (2011-2013); Coauthor, Scarcity: Why Having Too Little Means So Much. The Conversation: https://www.edge.org/panel/sendhil-mullainathan-what-big-data-means-for-social-science-headcon-13-part-i