Social physics is the idea of using statistics to quantify and manage change in culture. This idea inspired the modern national census, but the difficulty of acquiring data limited what could be accomplished. Today’s technology produces a continuous trail of digital breadcrumbs that allow human behavior to be examined even in complex natural environments. Alexander “Sandy” Pentland, PhD, discusses how large-scale studies can be used to predict and shape a wide range of important common behaviors. Help us learn more about you. Please take our audience survey at http://www.apa.org/sopsurvey