About

A cognitive scientist who builds products.

I started in a Minneapolis classroom, trained in cognition and learning, and spent the last decade turning ambiguous problems into shipped, measured products.

I taught composition and speech in Minneapolis Public Schools for ten years before earning a Ph.D. in cognition, motivation and learning at the University of Minnesota. Two postdoctoral fellowships at McMaster University followed — first in software engineering, then in behavioral neuroscience — and I directed the GScale Mixed Reality Lab there.

Since 2015 I have worked as a principal researcher and product lead for Amazon, Walmart Global Tech, Equinix, Nielsen, American Family, BOLD and others, usually as the only senior person on the problem. The work runs from ethnography on a store floor to mixed-effects models of rater agreement, and it ends in a product decision.

In 2023 I founded Maetri, which builds AI for decisions where being confidently wrong is expensive, starting in care settings. The work has produced two patent filings: one on interpreting multimodal physical signals, one on an adaptive trust architecture. I teach at Claremont Graduate University and am an affiliated principal scientist at McMaster’s Gilbrea Centre for Studies in Aging.

Brock Dubbels talking with colleagues around a table, gesturing as he explains, with mountains and a lake visible through the windows
Career
  1. 2023 – present
    Founder & CEOMaetri Corporation

    AI for care documentation that keeps what it observed, what it inferred, and how confident it is as separate things.

  2. 2025 – present
    Adjunct FacultyClaremont Graduate University

    Teaches “Red vs. Blue: Designing AI with and for Human Expertise.”

  3. 2024 – present
    Affiliated Principal ScientistGilbrea Centre for Studies in Aging, McMaster University
  4. 2015 – 2025
    Principal UX Scientist · Principal ResearcherAmazon · Walmart Global Tech · Wells Fargo · Nielsen · Equinix · Bank of America / Merrill Lynch · Zuora · Marqeta · American Family · UnitedHealth Group · BOLD

    Research and product leadership, usually as the only senior person on the problem.

  5. 2013 – 2020
    Editor-in-Chief (now Emeritus)International Journal of Gaming and Computer-Mediated Simulations
  6. 2012 – 2016
    Director, GScale Mixed Reality LabMcMaster University

    User-experience trials in cognition, aging and retail.

  7. 2001 – 2010
    TeacherMinneapolis Public Schools

    Composition, speech communication and library media.

Patents & inventions
  • Multimodal physical-signal interpretationTime-stamped, geolocated interpretation of physical signals in clinical and field settings. U.S. nonprovisional application filed; under USPTO review (patent pending).
  • Adaptive trust architectureKeeping what a system observed, what it inferred, and how confident it is as separate, auditable layers. U.S. provisional application, 2025.

Inventor of Maetri’s Clarion Semantic Trust Architecture.

Education
  • Ph.D., Curriculum & InstructionCognition, Motivation, and Learning · University of Minnesota, Twin Cities
  • Postdoctoral Fellow, Behavioral NeuroscienceMcMaster University · 2014 – 2016
  • Postdoctoral Fellow, Software EngineeringMcMaster University · 2011 – 2014
  • M.A., Educational Psychology · M.A., Literacy EducationUniversity of Minnesota, Twin Cities
  • B.S., English EducationWinona State University
Fellowships & honors
  • Fulbright Scholar, Norwegian University of Science & Technology (2001 – 2002)
  • NIH Berman Fellow, University of Minnesota (2003 – 2004)
  • NSF Complex Systems Fellowships (2000, 2002, NECSI 2010, NECSI 2024)
  • ORION Leadership Award in Innovation (2016)
  • Top Article, Meaningful Play Conference (2014)
  • New Discovery, Best Article (2010)
  • University of Minnesota Graduate School Fellowship
  • Board of Regents Fellowship
  • McMaster Community Service Award
Publications

Two edited volumes (IGI Global), handbook chapters on reading, games and learning, and peer-reviewed articles including Vision Research. Writing →

Résumé & profiles

Résumé and CV on request. Ask for a copy →

LinkedIn →