English: Ginsberg joined Mooly Eden, general manager of Intel's PC client group, on stage at IDF during his Ultrabook keynote address. Ginsberg explained how his group strives to discover what people want from technology, not just at a functional level, but also at a deep emotional one.

See more: How the Subconscious Drives Buying Decisions Human brain poses challenges for PC design as researchers discover that the “flow” of user experience trumps pure performance.

Buyers, it turns out, are complex and we are just beginning to scratch the surface of what they really want. To better understand that elusive consumer, researchers are digging deep into the recesses of the human psyche to learn how technology can be created that connects the emotional and rational parts of the human brain.

At Intel, researchers have gone a step further and are employing neuroscience to understand what consumers want. David Ginsberg leads the Insights and Market Research Group that is seeking to better understand buyers’ conscious and subconscious preferences. Ginsberg, who left a career in politics to join Intel, speaks here about vectors that are prompting researchers to rethink the fundamentals of their business.