“…I would like to see many more studies of human institutions that depend on data gathered by direct observations using observational and sampling methodology so commonly used in studying animals. The most striking example of the pitfalls of not using direct observations and depending too much on what the human subjects have to say about themselves is the 'Fateful Hoaxing of Margaret Mead' in her Coming of Age in Samoa (Mead, 2001(Mead, [1928; Freedman, 1983Freedman, , 1998. Supplementing what humans have to say about themselves with what a relatively objective outsider can observe and infer for himself will surely reduce the probability of such errors.…”