High-tech anthropology

(logo thunders) - All right, so Rich, talk to me about this High Tech Anthropology, can't even say it, let alone. (both laugh) - Yeah, it does stop people when they hear it. They hear the term High Tech Anthropology, and it just causes them to stop and say, what the heck is that, and what on earth does anthropology have to do with software? But fact then there is, it makes so much sense, Ron, software's used by people, right. If we want to get to what the design of the software should be like, we have to study people, and we have to study them in their native environment. It's not good enough to just go ask people, what do you want the software to do, 'cause quite frankly, they don't know. So our High Tech Anthropologists, like the folks sitting in front of me here, are studying people by going out into the world and finding them where they work. Because most of the things they actually have to learn are invisible…