Shore: watching the waves

Simon Riley created Shore in 2010 to deliver imaginative and sharp qualitative research. His main focus is how people really live their lives in Britain today – from how they consume media, to how they organise their lives, to how they shop. Simon digs beneath the surface of what people say about themselves, to understand what they really do, how they really think and how they really feel. 

Growing up by the Belfast Lough, the shore was always somewhere Simon went to get some fresh air and have a think. This is what he now does for clients with Shore – whether researchers themselves or other insight professionals – create an intelligent space to pause, reconnect with people and think through new ideas.

And now we’re living with Covid-19, thinking afresh is an absolute necessity. Shore works with a multiplicity of online methods to gain insights into the British public’s changing attitudes and needs. There has never been a greater need for qual practitioners with the deep experience needed to judge what is really shifting for people – and what is not.

Simon draws upon 20 years as a specialist qual researcher, including periods in boutique qual agencies and several years at Ipsos MORI, where he was a qual research director. He also brings experience from outside the research world, having started working life qualifying and practising as a commercial lawyer.

Highly collaborative, Simon is equally happy delivering whole projects as an independent researcher or working in a freelance capacity with partner agencies. He can be brought in for anything from initial thinking about research design to guide-writing, fieldwork, analysis, debriefing and post-project consultancy. He can also help where a client workshop is involved – or just chat through a tricky issue, to help spark fresh thinking.

Examples of recent projects include:

•    Longitudinal research on meaning of value in holiday market
•    Online communities to better understand sports fandom
•    Co-creation work with packaging designers on beer, cheese, cereals 
•    Workshop facilitation on public attitudes to data privacy
•    Making research films on categories like spirits, holidays, insurance

Simon draws too on a close circle of like-minded senior qual researchers in the UK for extra resourcing on the bigger projects.

As well as running UK research, Shore is also a hub for international qual, where Simon partners with experts around the world. Simon has long experience of managing qual across Europe. He has also commissioned and run qual around the world, including in the USA, China, India and across Africa.