Leigh Caldwell

Co-Founder & Partner at The Irrational Agency

Leigh is the co-founder and partner at The Irrational Agency, where psychological interviewing and implicit research tools help clients understand their customers - finding out what they really want and providing guidance on how to change consumer behavior for mutual wins successfully. Its many tools and methodologies tap into the largely non-conscious narratives consumers tell themselves and provide insight into what were previously hidden stories.

Behavioral Science and UX and CX Research

Discover the value of behavioral science in answering questions and understanding consumer behavior. Bridge the gap between reported and actual behavior...

January 12, 2024
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Behavioral Science and Conjoint and Price Testing (Part 5 of 6)

Discover hidden potential of behavioral science beyond answering complex questions and unraveling the influence of sustainability on purchasing choices...

December 22, 2023
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Behavioral Science and Brand Tracking (Part 4 of 6)

Explore the role of behavioral science in defining value and uncovering insights about people's thoughts and feelings towards our brand.

December 8, 2023
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Behavioral Science and Concept Testing (Part 3 of 6)

Explore the multifaceted world of behavioral science, from defining value to unraveling the influence of sustainability on our decision-making processes...

November 24, 2023
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Behavioral Science and Depth Interviews (Part 2 of 6)

Explore the true value of behavioral science beyond answering complex questions about defining value and the role of sustainability in purchasing decisions...

November 13, 2023
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Behavioral Science and Segmentation (Part 1 of 6)

Discover the full potential and significance of Behavioral Science beyond defining value and sustainability impact on buying choices.

October 27, 2023
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How to Build Confidence in Innovative Research

Seven tips for presenting innovative research to your client.

July 19, 2022
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Pharma Company Uses Nudges to Triple Sales

Irrational Agency assists a pharmaceutical company in helping nudge doctors towards prescribing an updated version of a product.

April 4, 2019
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Introducing System 3: How We Use Our Imagination to Make Choices

Consumer decision-making is powered by imagination.

April 23, 2018
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