The San Francisco Chronicle explains Yahoo Inc.’s new effort to integrate social science into computer science:

In the last year, Yahoo Labs has bolstered its ranks of social scientists, adding highly credentialed cognitive psychologists, economists and ethnographers from top universities around the world. At approximately 25 people, it’s still the smallest group within the research division, but one of the fastest growing.

The recruitment effort reflects a growing realization at Yahoo, the second most popular U.S. online site and search engine, that computer science alone can’t answer all the questions of the modern Web business. As the novelty of the Internet gives way, Yahoo and other 21st century media businesses are discovering they must understand what motivates humans to click and stick on certain features, ads and applications – and dismiss others out of hand.

Yahoo Labs is taking a scientific approach to these questions, leveraging its massive window onto user behavior to set up a series of controlled experiments (identifying information is always masked) and employing classic ethnography techniques like participant observation and interviews.

Some, such as computer scientist John Seely Brown, praise Yahoo’s innovation:

He complimented Yahoo Labs’ efforts, both because increasingly few companies pursue basic research in Silicon Valley – and fewer still are applying a sociologist’s eye to a medium that is increasingly becoming a social phenomenon.

“Today, you really have to take much more seriously what captures attention,” he said. “Yahoo’s next competitive advantage may be taking a different attitude toward this … than Google, which tends to look at what they do as engineering efforts.”

But not all of Silicon Valley is convinced:

However, there are risks when a for-profit company adopts an academic approach, which calls for publishing research regardless of the outcome.