Brock Dubbels

Brock Dubbels is employed as a Principal Researcher in San Francisco, CA. He conducts psychological research on user experience for the software industry. His work investigates the role of play in behavior change, engagement, and learning. His recent work has focused on building qualitative models to scale toward quantitative models in machine learning and artificial intelligence. These models simplify complex activities to provide behavior change as digital persuasion in sales applications, mobile experiences, video games, internet of things, and business to business services. He is the former Editor in Chief of the International Journal of Games and Computer-Mediated Simulations. Brock formerly held research positions in the Department of Computing and Software, the Department of Psychology Neuroscience and Behaviour at the McMaster University, GScale Video Game Development Laboratory, and McMaster Automotive Research Center (MARC). He is a former Fulbright Scholar and NIH Fellow.