Jonathan Freeman

Jonathan Freeman is Professor of Psychology and Managing Director of i2 media research at Goldsmiths, University of London. He leads research on human factors in digital media, including user experience, gaming psychology, and technology-mediated behavior change.

Key research areas:

• Psychological impact of immersive media and VR
• Gaming for mental health strategies
• Accessibility and digital inclusion frameworks
• Behavioral segmentation for personalized UX

Recent work develops the IMPACT psychological model for UX evaluation and examines 'tend-and-befriend' dynamics in games. He created the Immersive Audience Experience Evaluation Toolkit and advises industry on ethical design practices.