Broadly, I am interested in the way culture shapes cognition and cognition shapes culture. I want to understand the mechanisms through which individuals construct meaning and consequently pursue action. My research explores the emergence of evidence-based and data-driven governance, particularly in the context of American small businesses. As an anthropologist, the underlying theory of culture that orients my work is influenced by findings in the neuro, cognitive and evolutionary sciences. I integrate mixed methods into my research design, using data science techniques to supplement ethnographic findings.