Genevieve Bell, a cultural anthropologist at Intel, has fundamentally changed the way we think about design, technology and culture. Through research and observation, Bell brought to our awareness how concepts of ‘home’, ‘family’ and ‘individual’ vary from one culture to another. Bell’s research has taken her to India, Indonesia, China, Singapore, Malaysia, Korea and Australia. For example, in Indonesia, Bell observed people using their cellular phones to locate Mecca so they could pray. Many of her findings challenge western assumptions about how people use technology around the world.