Simon founded Actant in 2011.Prior to this he was Head of the European Food and Beverage Practice at the design and innovation consultancy IDEO.Over the past years his clients have included: SAB Miller, Mondelez International, Bacardi Global Brands, Department for International Development, Nestle, Unilever and Premier Foods.
With a PhD in Sociology, he’s passionate about identifying ‘cultural opportunities’ and designing new ‘social practices’ for his clients. Simon is regularly invited to write and speak on material culture, design thinking, the sociology of consumption and consumer insight. Recent publications include ʻDesign Thinking and the Big Society: From Solving Personal Troubles to Designing Social Problemsʼ,ʻThe Dig: Is Archaeology the New Ethnography?ʼ and ʻRe-thinging (typo intended) Market Researchʼ.
Simon has taught at the universities of Bath, Oxford and Southampton .