Jonathan Freeman

Jonathan Freeman

Professor, Managing Director (i2 media research) & Academic Lead Knowledge Exchange (Goldsmiths University of London) i2 media research limited, United Kingdom

Jonny is a leading expert in digital media psychology. He has developed a body of knowledge and methodologies to optimise digital UX, impact and effectiveness, with a key focus on audience experience. These include the ITC-SOPI (2001) and the Immersive User Experience Toolkit (2018), in use in hundreds of labs around the world. Through his wide consultation with the creative industries, he has identified business opportunities from tech including immersive, personalisation and 5G.

i2 media research limited

i2 media research limited is a small interdisciplinary team of experts in how humans and technology can work together – for the benefit of consumers and business. We're the expert consumer insight and user experience research and strategy consultancy based at Goldsmiths University of London, delivering rigorous research and innovation to business. Founded in 2002 as a spin off from Psychology at Goldsmiths, University of London, we are now in our 18th successful year of business. Fully self-funded through commissioned projects and through collaborative research and development projects, i2 media has successfully completed more than 275 commissions, focused on both sides of (and across) the digital divide: from late adopters, to people with very specific access and usability needs, to the earliest adopters of the latest technology and service innovations. i2 is best known for its methodologies to evaluate audience experience of immersive (see


Goldsmiths College 8 Lewisham Way SE14 6NW London United Kingdom
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