Simon is a chartered psychologist who specializes in digital, online and game behaviour. He is an academic (having lectured in London, UK, for the past 20 years) is an associate of Anglia Ruskin College, Cambridge and partner of the psychological insight consultancy Innovationbubble.eu.

Simon has researched online and gaming behaviour and has advised and worked with, amongst others, the London Science Museum, The Wellcome Trust, UKIE, and the British Government. Simon is particularly interested in family dynamics, emotions, personality and cognitive development in terms of internet and gaming engagement. He regularly speaks at conferences, designs and manages research projects and runs insight workshop relating to his specialist knowledge.