Joel Cooper, PhD
Dr. Joel Cooper is an expert in Human Factors and Cognitive Psychology, specializing in the application of behavioral science and data analytics to enhance safety and human–system performance. He brings extensive experience in experimental design, quantitative analysis, and human–machine interaction, with a focus on optimizing attention and decision-making in complex environments.
As the Founder of Red Scientific, Dr. Cooper has led research and consulting initiatives advancing driver attention assessment and the practical use of ISO-standardized methods such as the Detection Response Task (ISO 17488) and Visual Occlusion Technique (ISO 16673). His work integrates rigorous cognitive theory with applied system design to improve safety outcomes and inform evidence-based policy.
Education & Experience
- 2015–Present — Founder, Red Scientific Inc.
- 2024 — Research Scientist, MEA Forensic
- 2011–2020 — Associate Research Professor, University of Utah
- 2011–2015 — Founder, Precision Driving Research
- 2010–2011 — Assistant Research Scientist, Texas Transportation Institute
- 2010 — Ph.D., Cognitive Psychology, University of Utah
- 2007 — M.S., Cognitive Psychology, University of Utah
- 2003 — B.A., Psychology, University of Utah
Professional Affiliations
- Human Factors and Ergonomics Society
- Transportation Research Board
- American Society of Safety Engineers
- Institute of Transportation Engineers
- Society for Chaos Theory in Psychology and the Life Sciences
Mission
Red Scientific exists to advance road safety through three interconnected activities:
- Research — Conducting applied studies that generate actionable insights about driver attention and distraction
- Education — Sharing knowledge through publications, presentations, and collaboration with academic and industry partners
- Device Development — Building practical, reliable tools that enable other researchers to measure attention accurately
Approach
We believe good research requires good tools. That's why we don't just conduct studies—we build the instruments needed to do the work properly. Our devices are designed by researchers, for researchers, with an emphasis on precision, ease of use, and adherence to international standards.
We work with automotive manufacturers, government agencies, and university research labs to tackle real-world questions about driver attention and vehicle safety.