Writing in the Journal of the Polynesian Society fifty years ago, budding demographer Ian Pool asked: “When is a Maori a ‘Maori’”? His assertion that cultural self-identification was the only credible way to define Māori collectively in official statistics was in stark contrast to the prevailing institutional practice of defining Māori by ‘degree of blood.’ In this article I use key insights from Ian’s paper to reflect on contemporary practices of demography, focusing specifically on the construction of Māori as a discrete population for demographic research, and the use of Māori ethnic identification as an independent variable. I conclude with some thoughts on how official statistics might be changed to better reflect the aspirations and needs of Māori in a post-settlement context.