As a researcher at SMIT, Iris is involved in media innovation projects with a clear focus on immersive and personalised experiences. She aims to give all stakeholders –from (media) professionals and end-users to technology developers and policy makers- a voice in the innovation process. Using the living lab methodology, her research interests encompass qualitative research methods, co-creation, and human-centered design, which are conductive to the development of media experiences that resonate with diverse audiences. Iris wants to contribute to understanding the media landscape as well as shaping the future of personalized, interactive, and engaging media experiences, a field that is increasingly intertwined with AI-driven content personalization and audience engagement.
Iris is also involved in the Vrije Universiteit Brussel, teaching the master course ‘Project Strategic Communication & Marketing’ and finalising her PhD on innovation in television advertising, with a focus on personalised advertising. In addition, she is review editor for Frontiers in Communication, Advertising and Marketing Communication.
For Presence, Iris -together with her collegeagues Louise and Elias- coördinates WP 1 on human centered development.
