I completed my PhD in Psychology in 2011 at the University of Central Lancashire on the topic of “Motivations, experiences and outcomes of playing videogames”.  I have worked at Edge Hill University since October 2011 with my most recent promotion to Associate Head of the Department of Psychology (Knowledge Exchange and Marketing) in August 2022. 

My expertise is in the exciting area of cyberpsychology which largely refers to the psychology of online behaviour. I have an extensive publication record and engage in a range of external engagement activities to promote the field of cyberpsychology to the general public, the media and businesses.

My research interests broadly explore how online worlds affect our everyday experiences and behaviour, and the extent to which we can understand human psychology from studying people’s online behaviour.

In broad terms, my ongoing research aims to explore the nature of behaviours which underpin engagement with online communications technology. Specifically, I am interested in projects which are focused on:​

• Exploring factors related to technology acceptance and adoption
• Understanding "social media use"
• Understanding psychological response to emoji 

I really enjoy supporting the learning of others, and I am nominated for awards for teaching, student support and/or supervision, largely on an annual basis. Most recently, I was shortlisted in the national Find A Masters Supervisor of the Year Award out of more than 200 nominations. 

These are modules I currently work on:

PSY3131: Psychology in the Virtual World

EDP2004: The Psychology of Teaching, Learning and Instruction

PSY3135: Psychology Dissertation

Supervision: MRes Psychology

Supervision: PhD Psychology

I engage in research consultancy. I own a business called “The CyberDoctor”. This is a research consultancy business which uses cyberpsychology to help businesses understand their online customers and behaviour and supports digital innovation. 

Here, I can support businesses through CPD and training as well as consultancy services. Areas of training include: how to be effective in online communication and using online behaviour to inform persona-based marketing. All these services draw on my expertise from (cyber)psychology to help businesses understand how to better understand their online consumers, and optimise their online communications and marketing. 

I am regularly invited by media and major broadcasting companies to provide expert comment and psychological insights on issues relating to technology and internet use. I have also worked with national broadcasters (e.g., BBC, Sky News) and communicational agencies to help inform media campaigns and educational provision for the general public.  

I also enjoy taking part in public engagement activities such as doing science talks for the general public. I have regularly been invited to schemes such as the British Psychological Society's "Psychology in the Pub" series and other schemes such as "SciBar". Here I share my insights about issues such as "the science of social media" and "the science of emoji" to outline the scientific evidence base of societally-concerning issues.