Photograph of Tom Cantle

Tom Cantle

Irrational Agency United Kingdom

Biography

Tom is a Senior Research Manager at London-based Irrational Agency who specialise in applying behavioural science in market research. He enjoys developing and implementing new qualitative techniques for use in live projects to give richer insights, taking inspiration from other disciplines such as forensic psychology and semiotics. With a BA in English and an MSc in East Asian Development and the Global Economy, Tom has a sound academic background supporting his experience as a mixed method researcher. He has a passion for video games, and has been spearheading internal dialogues on what market research can learn from that world in developing both research and analysis methods.