Recent advances in technology and quantitative methods have led to a growth in our ability to study mobile animal groups in their natural environments. Understanding the movement patterns of these groups requires the study of individual movement behaviour and the interactions between leadership, imitation, and environmental drivers that influence movement decisions. In this talk I will also discuss the methods we're using to investigate these questions in the field, including tools to collect video footage, computational methods to locate animals within images, and statistical techniques to infer behavioral rules from movement data for both individuals (GPS collar data) and social groups (from UAV footage).