The expression "there are lies, damn lies, and statistics" is common. Although statistics provide the raw tools for measuring effects, framing those statistics and discovering root causes in human activity is more elusive. Bridging the gap between evidence based analysis and intuitive real-world experience is Socio-Cultural Dynamics (SCD). It provides a way to observe complex human interactions such that those observations can be transformed into models that more accurately describe what our eyes and ears tell us to be true. We like to call it the science of common sense.