“With its strong move into ethnographic studies, technology major Intel is all set to re-define the PC experience from being a computing centric one to a people centric model.”
“Intel’s ethnographers (also referred to as social scientists) believe that technology has to cater to human values of emotion and family more than just computing requirements.”
“Human beings fundamentally do not care about technology. What they care about are the emotions they feel when they use a product to achieve an objective at work or family life. As a technology company, Intel wants to push the boundaries and think about how we can make our products deliver on this aspect,” said Herman D’Hooge, Innovation Strategist, Platform Architecture and Solutions Division, Intel.
“Ethnography, the branch of anthropology that provides scientific description of individual human societies will therefore help the Intel team of scientists study human relationships and come up with ways in which technology become a part of enhancing human interaction.”
“You have to look high up on the scale by looking at human interaction. So Intel is taking a top down approach and understanding the customer first, instead of the technology,” D’Hooge added.