Why People Really Love Technology: An Interview With Genevieve Bell



The thing I love about Intel researcher Genevieve Bell is that she finds surprising things by looking at what's left out of the dominant narratives about technology. She finds data that's ignored because it didn't fit into the paradigm of, say, how people adopt technology. The dominant narrative is that young men determine the popularity of phones, computers, websites, and the like. But when Bell looked at the data, the story we told ourselves about how the world worked was not reflected in the numbers.

That's why I wanted to talk to her about what gadgets people around the world might be using over the next decade. I figured she was someone who could look past the conventional wisdom and find the missing pieces of the future. What follows is an extended remix of the conversation we had, which appears in a shorter version in the latest issue of our magazine.

How did your current role at Intel come to be?

About two years ago, Justin Ratner of Intel approached me and asked if I would consider coming back to the R&D labs. The start of my career in Intel was in the R&D labs, but I had moved into the products groups, because I was determined to work out how to make social science and anthropology have a business impact.

I said, I think what I want to do is reinvent the way we experience computing. He looked at me and said, "You're already late." And I was like, "Is that a yes?" He said, "Yes, that'd be excellent." And I was like, "Good. Well, I've got an idea for the sort of people I want to assemble to do that." I knew I needed social scientists other than myself, because you want people who have that training, that deep connection to people, and an ability to understand what they're telling you even when they're not saying anything. And I wanted a bunch of interaction designers, human-factors engineers, user-experience people, because I really wanted that ability to start bridging from the ethnographic work I know how to do into things you can start to move engineers with.

Then I decided sort of radically that it would be good to actually have some engineers this time. I said to my boss, "Could I have some engineers please?" And he was like, "What do you think you'll do with them?" Well, after he processed the initial shock, I said, "I want to have the conversation." I realized if you want to talk about the future, you also have to start building it. And what I realized about my time in the tech industry is that people were stumped for ideas. You have to put things in people's hands to start letting them imagine what's possible. I wanted to start to be able to push the boundaries of what was happening, in terms of having people who understood the latest gear build their own and hack their own. And I realized, too, that I was incredibly interested in the hacking/DIY/making movement--running the gamut from the kind of classic maker's fare to the kind of stuff I grew up with in Australia.

You know any Australian worth their salt has a shed somewhere on their property that is full of stuff that they're inevitably cobbling together, right? I was back in Australia over the weekend and talking to some of the farmers out near where my family has a farm, and they are just mesmerized by idea of 3-D printing. Here's a bunch of pretty burly boys with their harvests, tractors, and dirt under their fingernails for the past 35 years. And they're going, "This 3-D printing? That's pretty cool."

And I'm like, "What? Why is that cool?" And they were like, "Mate, you've been in my shed, you know it's full of stuff I've been collecting because one day I'm going to need to make a thing that will hold that bit and that bit, and I'm always cobbling it together and finching it and [using the Australian version of crazy glue] and a four-inch nail. But 3-D printing might just make it." And they were like, "Here is this thing that could make the thing that could make the thing out of the stuff."

Could you go through the traditional way of thinking about gadget adoption? Which new users does it leave out?

One of the things we told ourselves for a long time was that there was a particular group of early adopters. When I joined Intel, my boss sat me down and said, "We need your help on two things. [One,] women." I said, "Which women?" And she said, "All women."

We had this fascination with what the youths are doing and this notion that technology was being used by men. The data just didn't reflect that. When you look the globe over, women are 44 to 45 percent of the world's Internet users. They spend more time online than men--17 percent more a month. If you look at social-networking sites on a global scale, women are the vast majority on most sites, with the exception of Linked-In. Facebook is an extension of social communication, which has often been the realm of women.

Same with things like Skype, whose average user is 20-to-30-something, college -educated, female. If you look across the sale of e-readers, those are vastly driven by women. The same with downloading books, which is a lucrative space right now. If you look at smartphone data, again, women are about half the users on the planet, but spend more time talking, texting, and using location-based services than their male counterparts. When I put all that together, I had this moment of going, What? What is it that makes people think we're not using the technology?

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