Pejman Mirza-Babaei

I am the Director of User Research at the Execution Labs (Montreal) and an Assistant Professor at UOIT. I am also a Visiting Research Fellow at the University of Sussex (UK) where I got my Ph.D. from.

My research is currently funded by NSERC and GRAND NCE and focuses on developing mixed-methods for a better understanding of user experience in engaging entertainment systems. In particular, I am interested in using psychophysiological measurements in combination with other human-computer interaction methods to evaluate the user experience of underdevelopment titles.

Before moving to Canada, I worked in the UK at Vertical Slice and Player Research Ltd. I have been involved with the Games User Research community since 2009, where I have published more than 40 articles, co-organized workshops and courses, and I am currently co-editing a book on games user research. I have contributed to more than 22 published commercial games, including awards winning titles such as Pewdiepie Legend of the Brofist, Crysis 2, and Weirdwood Manor among many others.

I am also a PADI Rescue Scuba Diver.


  • Assistant Professor – Faculty of Business and IT – University of Ontario Institute of Technology – Canada
  • User Research Director – Execution Labs (Montreal) – Canada
  • Visiting Research Fellow – Department of Informatics – University of Sussex – UK
  • CNI member – GRAND Research Network – Canada


  • Ph.D. Informatics (University of Sussex, 2013)
  • M.Sc. Information Technology (University of Sussex, 2008)
  • B.Eng. Computer Hardware
  • Postgraduate Certificate in Teaching for Higher Education (University of Sussex, 2014)