A few years ago, he [Ken Anderson, Intel ethnographer] conducted an ethnographic study of “temporality,” about the perception of the passage and scarcity of time—noting how Americans he studied had come to perceive busy-ness and lack of time as a marker of well-being. “We found that in social interaction, virtually everyone would claim to be ‘busy,’ and that everyone close to them would be ‘busy’ too,” he told me. But in fact, coordinated studies of how these people used technology suggested that when they used their computers, they tended to do work only in short bursts of a few minutes at a time, with the rest of the time devoted to something other than what we might identify as work. “We were designing computers, and the spec at the time was to use the computer to the max for two hours,” Anderson says. “We had to make chips that would perform at that level. You don’t want them to overheat. But when we came back, we figured that we needed to rethink this, because people’s time is not quite what we imagine.” For a company that makes microchip processors, this discovery has had important consequences for how to engineer products—not only for users who constantly need high-powered computing for long durations, but for people who just think they do.


Speaks volumes about why social sciences are so important to development and engineering processes.