The world wide web is the largest repository of human footprint; the amount of data that is generated each second was unimaginable even a couple of decades ago. But data by itself is meaningless unless analysed and, very importantly, contextualised. Anthropologists have been in the business of gathering and understanding data for centuries. So, how has the role of the anthropologist changed/evolved in a world where there is more data than ever before and readily available. On this and so much more, Prof Andrea Cornwall, Pro Director (research) at SOAS joins fellow anthropologist Somnath Batabyal.