One of the people responsible for big ideas at the chip-maker Intel isn’t a software engineer or a developer. She’s an anthropologist. Genevieve Bell studies everything from how people feel about their gadgets to how they use them differently around the world.

“If you were in Jakarta, chances are your mobile phone would remind you five times a day that it was time to pray,” Bell explains, “versus a mobile phone in Sydney, that might tell you something very different.”

Click on the audio player above to hear more.