Simon is a leading freelance qualitative research consultant, based in Oxford, UK. He draws upon 16 years’ experience as a qual specialist, including his last role as a Research Director in Ipsos MORI, where he headed up Marketing Qual but also worked with clients across all the agency’s specialisms, including media, advertising and social research. He went independent in 2010, under his own Shore banner. Simon is a genuine all-rounder, with a capacity to tune into people from all walks of British life.

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He is an AQR Ambassador, championing high standards and cutting edge work in the qualitative research industry. He has also been made a Fellow of the RSA and he is an active member of the Independent Consultants’ Group. He travels all around the UK and internationally to listen, watch and analyse.

Simon was born and educated in Belfast, Northern Ireland. He went on to graduate in Law from St.Anne’s College, Oxford in 1991 and then worked for some years for one of the top UK law firms, qualifying as a commercial lawyer in 1996. His eureka moment came in 1998 when he discovered qualitative research and decided to change his career. He hasn’t looked back since. He is now established as a highly respected and experienced qual expert. He has also written a novel, Hit The North, and his other passions are creative writing, football, music – and the quirky minutiae of British life. He is married with two children.