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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.

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Behavioral Science

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 behavi...

Leigh Caldwell

Co-Founder & Partner

January 12, 2024

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Latest

Behavioral Science

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.

Leigh Caldwell

Co-Founder & Partner

December 8, 2023

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Behavioral Science

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 process...

Leigh Caldwell

Co-Founder & Partner

November 24, 2023

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Behavioral Science

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 deci...

Leigh Caldwell

Co-Founder & Partner

November 13, 2023

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Behavioral Science

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.

Leigh Caldwell

Co-Founder & Partner

October 27, 2023

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Research Methodologies

Introducing System 3: How We Use Our Imagination to Make Choices

Consumer decision-making is powered by imagination

Leigh Caldwell

Co-Founder & Partner

April 24, 2018

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Behavioral Science

Behavioral Science and Conjoint and Price Testing (Part 5 of 6)

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

Leigh Caldwell

Co-Founder & Partner

December 22, 2023

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