How does cultural identity matter for Māori economic decision-making? Te Rangahau o Te Tuakiri Māori me Ngā Waiaro ā-Pūtea | The Māori Identity and Financial Attitudes Study (MIFAS) aims to address this question. The MIFAS is the first large-scale (n = 7,019) nationwide study of Māori aged 18 and over that aims to correlate personal cultural beliefs and practices to economic choices. This article describes the theoretical underpinnings of the MIFAS in identity economics and explains the process by which we have used Western methods and methodology to explicate the relationship between Māori identity and economic activity.