An internationally recognized ethnographer, Genevieve Bell has developed product shaping insights into consumers world-wide and is bringing a research driven, end-user focus to Intel. Her influence has been recognized with the award of Intel’s highest honor: an individual Intel Achievement Award. She is a Senior Principal Engineer and the Director of User Experience within Intel’s Digital Home Group and manages an inter-disciplinary team of social scientists, designers and human factors engineers. She and her team strive to stay ahead of Intel’s technology roadmap, using insights gained for in-depth ethnographic and design research to help drive innovations in and around Intel platforms, creating technology that responds to human needs, desires and aspirations. Bell is particularly interested in issues of cultural difference as they are expressed around technology adoption and use; she has conducted fieldwork around the world and is currently working on a book based on her recent ethnographic research in Asia. Her work has been widely published and cited and she is active in the fields of anthropology, computer-human interaction and ubiquitous computing. Raised in Australia, Bell received the bulk of her education in the United States. Prior to joining Intel in 1998, Bell taught anthropology and Native American Studies at Stanford University in California. Bell received her BA/MA in anthropology from Bryn Mawr College in Pennsylvania in 1991. She earned a PhD in cultural anthropology from Stanford University in 1998.