The recruitment effort reflects a growing realization at Yahoo 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.