Creative_Pro_Network-1-78 James Gifford Mead..jpg

I am an Experimental Psychologist currently pursuing my PhD at the Crossmodal Research Lab at Oxford University. My research examines crossmodal correspondences between sound and flavour, with on a focus on how auditory stimuli can modify and enhance the way we perceive food and drink. Before coming to Oxford, I explored the intersection between music, food, design, and technology at the MIT Media Lab. My work spans psychological experiments, technological enhancements, and multisensory performances.

I am a founding member of Crossmodalism, a movement that seeks to foster an appreciation of the full human experience in connection to its sensorial environment through collaboration across non-traditionally linked disciplines, ideas, and communities. 


all school logos.png


I obtained my B.S. degree in Computer Science at Caltech. After a few years working as a software engineer, I decided to go back to school to pursue my passion for sensory perception and cognition. I completed my M.S. at the MIT Media Lab, working with Tod Machover in the Opera of the Future group. I am currently working on my DPhil (PhD for the rest of the world) in Experimental Psychology at Oxford University.

headphones coffee.jpg


My research focuses on documenting and understanding crossmodal perception, in order to design more meaningful sensory experiences.  I especially focus on correspondences between sound and taste attributes. My research has been published in journals such as Food Quality and Preference, Chemical Senses, Multisensory Research, and Flavour. 

Beyond publishing, I have run installations and performances at museums around the world, such as the Peabody Essex Museum, Museo de la Universidad Nacional de Tres de Febrero, the British Museum of Food, and the Wallace Collection. I have also worked with industry partners such as Krug, iV Audio Branding, Space Doctors, Bompas & Parr, Crown, Campo Viejo, and Deezer. 

My work has been covered by the Financial Times, Jancis Robinson, Le Figaro, La Nacion, GQ, etc. 




I received a Level 3 Award through the Wine and Education Trust in 2011. I am the president of the Oxford University Blind Tasting Society for the 2015-2016 and 2016-2017 academic year, and have competed in various international wine tasting competitions (Millesime, Pol Roger, X-Wine, Left Bank Bordeaux Cup).