Intel currently employs the largest number of ethnographers of any company in the world.
Anderson, who joined Intel in 2001, argues that “you need an ethnographer to cover both sides – the outside populations and the company itself. If you do a really excellent study but present the results in a way that doesn’t match the company’s culture, it’s not going anywhere. A lot of innovation dies because people can’t articulate it in a way that makes sense. […] Our job is as much about understanding translation as understanding people.”