Larry Dignan discusses – in a conversation with David Ginsberg, director of insights and market research at Intel, and Tony Salvador, senior principle engineer of the Experience Insight Lab at the company – how Intel is boning up on its soft sciences to divine what drives customers to buy a certain device and what characteristics matter.

Ginsberg was a Clinton/Kerry campaign manager and a researcher at Penn Schoen. Salvador was the first ethnographer to join Intel.

The combination of demographics with social, neurological and market research gives Intel insights into product design as well as customer targeting.

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