Rob Hubal Announced As Inaugural SimLab Director
July 28, 2025 | By WCER Communications
Rob Hubal brings more than two decades of experience in simulation systems.
| MADISON, Wis. – The Wisconsin Center for Education Research (WCER) at the University of Wisconsin–Madison’s School of Education is pleased to announce the appointment of Rob Hubal as the new director of the SimLab, effective July 28, 2025. Hubal brings more than two decades of experience in simulation systems, with a focus on high-stakes training environments. A cognitive scientist, his interdisciplinary work has advanced the use of virtual humans, immersive technologies, and AI-driven simulations to improve education, healthcare, and public safety outcomes. “We are thrilled to welcome Dr. Hubal to lead the SimLab as it matures from concept to reality,” said WCER Director Courtney Bell. “His deep expertise in simulation-based learning and his commitment to interdisciplinary collaboration align perfectly with the SimLab’s mission to develop innovative, research-driven solutions to real-world challenges.” Hubal has held research and faculty positions at RTI International, Soar Technology, the University of North Carolina Eshelman School of Pharmacy, and the Renaissance Computing Institute. He is widely recognized for his focus on simulation systems for real-world applications, including virtual patient simulations and intelligent tutoring systems for complex social interactions. His philosophy is that mixed-reality, virtual-reality and AI tools are immensely capable, but need to be viewed as tools to be used intelligently to create effective learning environments. “I’m honored to join UW–Madison and the SimLab team,” said Hubal. “UW–Madison and WCER have strong foundations in simulation-based research, and I look forward to building on that legacy by exploring new frontiers in immersive learning, human-computer interaction, and socially complex training environments to support pre-professional, novice, and practicing professionals in developing skills for high-stakes conversations with the SimLab.” Hubal holds a Ph.D. in Cognitive Psychology from Duke University, an M.S. in Computer Science from North Carolina State University, and an S.B. in Computer Science and Engineering from the Massachusetts Institute of Technology. He has authored more than 100 peer-reviewed publications and has led or contributed to numerous federally funded research initiatives. |
| About the SimLab The SimLab, housed within WCER, is a hub for interdisciplinary research that leverages simulation technologies to study and improve the performance of pre-professional, novice, and practicing professionals in education, healthcare, and engineering. The lab’s work spans mixed reality, machine learning, and human-driven feedback loops, with a focus on the real-world impact of rehearsing high-stakes conversations in a supportive, do-no-harm virtual environment. The SimLab partners with researchers and instructors to leverage research, teaching, and learning scenarios that support the improvement of professional competencies and research on professional competencies. For more information about SimLab, visit simlab.wisc.edu. |
| About the Wisconsin Center for Education Research The Wisconsin Center for Education Research at UW–Madison’s #1 ranked public School of Education is one of the first and most productive education research centers in the world. It has assisted scholars and practitioners in developing, submitting, conducting and sharing grant-funded education research for over 60 years. WCER’s mission is to improve educational outcomes for diverse student populations, positively impact education practice and foster collaborations among academic disciplines and practitioners. Learn more at wcer.wisc.edu. |
