Aldershot

In army base, interviewing soldiers about attitudes to women in combat roles

Newton Abbot

Public consultation to explore changes to the BBC licence fee

Ilkley

Longitudinal research on a family’s holiday experience, from booking to returning home

Wimbledon

Two-hour interviews with sports people about their beliefs and habits regarding nutrition

Oldham

Investigating reasons for changing coffee-drinking habits among Generation Ys and Zs

Leeds

Talking to people who had filmed themselves making pulled pork dishes

Blackpool

At a hospital listening to a consultant on his career goals and support needs

Sutton Coldfield

Co-creation work with designers and consumers on new beer packaging

Hartlepool

In the library after hours, discussing a history website with local history enthusiasts

Merthyr Tydfil

Talking to people on housing benefits to understand impact of government cuts.

Bristol

Group discussions to help shape the proposition for a local renewable energy company

Norwich

Among Norfolk arable farmers talking about glyphosate brands

Oxford

Home for Shore

Clydebank

Spending a half-day in an outdoor-wear superstore to evaluate the shopper experience

Edinburgh

Longitudinal research on managing finances over a year while on job seekers’ allowance

Peak District

Filming someone doing and describing their favourite country drive, for a car brand

Folkestone

At a vet’s, exploring ideas for the ideal design of a veterinary surgery

Wallsend, Newcastle

Chatting with Geordie football fans about Champions’ League tv coverage

Crystal Palace

Cooking and dining with a family, with kitchen designers, to spark innovation ideas

Manchester

Visiting cat owners at home to discuss feeding habits and giving them treats

Derby

At Royal School for the Deaf, moderating a group with a BSL interpreter, about tv subtitling

Aberdeen

Talking to spirits drinkers to help understand ‘spirits need states’

Dundee

Playing clips of economic news to groups and gauging their levels of understanding

Nottingham

Discussing film-watching and choices at home for an online film channel

Leicester

Talking about national identity with young women from South Asian backgrounds

Bradford

Meeting a community leader in a mosque to discuss Iraq and Israel/Palestine

Sheffield

Eye-tracker interviews with shoppers to inform a supermarket chain’s signage strategy

Belfast

Workshops on public attitudes to the sharing of personal medical data

Lord’s Cricket Ground

Discussing sponsorship of grass roots sport with representatives of three governing bodies

Birmingham

Creative workshops exploring the emotional meaning of bathrooms

Simon Riley

Simon Riley is a qualitative research consultant, based in Oxford, UK. He draws on over 20 years’ experience as a qual specialist. Formerly a Research Director in Ipsos MORI, he headed up Marketing Qual there but also worked with clients across the agency’s specialisms, including media, advertising and social research. He continues to be a genuine all-rounder and able to tune into people from all walks of life.

He went independent in 2010 to be around more as a dad, and to spend more time on the fieldwork and analysis he loves. He is an AQR Ambassador, championing high standards in the qualitative research industry. He is active in the Independent Consultants’ Group and a Fellow of RSA.

Simon was born and brought up in Northern Ireland. He graduated in Law from St. Anne’s College, Oxford in 1991 and worked for a time for a leading London law firm. But he had a eureka moment in 1997 when he discovered qualitative research and realised he'd been in the wrong job. He hasn’t looked back since.