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Our Story

“Our clients want to know about the future. Most market research only asks about the past.”

Since 2012 Irrational Agency has been defining the way behavioral science is used in commercial research. We’ve partnered with some of the world’s biggest brands to uncover what consumers value and provide impactful, evidence-based solutions to pricing, choice architecture, brand perceptions and behaviors unattainable using solely traditional research methods.

The agency was founded with a background in behavioral pricing strategies, consumer psychology, economics, and decades of experience in traditional research methods. Since then we have not only acted as a bridge between cutting edge academic consumer psychology and the commercial world, but continue to invent our own behavioural methods, rooted in both academic rigour and commercial application, and beyond anything already available in the insight industry.

Our purpose is to bring clients new consumer stories and insights that change perspectives and allow brands to think differently about key challenges and potential solutions. We believe that consumers’ imagination and the stories they tell themselves can uncover real future motivations and what they truly value. Our work can bring you closer to your customer and drive growth for your brand.

Meet our team

Leigh Caldwell

Founding Partner

Stephanie Shaarwi

Managing Director

Lilla Magony

Associate Research Director

Short Bio

Simon West

Head of Survey Technology

Tanzeel Ahmed

Senior Developer

Lesley Kinvig

Executive Assistant

Adam Warner

Head of Marketing

Francis Raho-Jeavons

Senior Research Executive

Careers

We’re always on the lookout for people with a curious mind and a passion for behavioral science. If you’re interested in helping some of the world’s biggest brands unlock consumer motivations and drive value, we’re open to hearing from you. 

Apply now

Every month, we send out free insights and real customer stories about value, inflation and other key trends like sustainability and wellbeing. If you’d like to try this out please leave your email address here. (You can unsubscribe at any time)

    Every month, we send out free insights and real customer stories about value, inflation and other key trends like sustainability and wellbeing. If you’d like to try this out please leave your email address here. (You can unsubscribe at any time)