Why would Intel need to conduct a tremendous amount of ethnographic research if all they are manufacturing are microchips?
This short essay by Ioanis Hristodoulou eexamines Intelâ€™s role in design anthropology on a worldwide context, exploring the work of Tony Salvador, who directs research in Intelâ€™s Experience Insights Lab.
Tonyâ€™s official role is to â€œidentify new, strategic opportunities for technology caused on an understanding of fluctuating, global socio-cultural valuesâ€ (Intel, n.d.). Through its use and support of design anthropological practices, Intel has continued to remain relevant in an extremely competitive market.
“Salvador explains that because a CPUâ€™s development cycle lasts multiple years, â€œit becomes incumbent on us to think of consumers needs ahead of timeâ€ (Yoshida, 2011). Through design anthropology praxis, Intel challenges the traditional notions of consumers and transforms them into â€œsocial beings, people with desires, wishes, needs, wants â€“ some articulated, some unrecognizedâ€ (Salvador et al, 1999).”