Leigh Caldwell

The Irrational Agency UK


Leigh Caldwell is a founding partner of the Irrational Agency – a research consultancy using behavioural economics and consumer psychology to help companies with pricing strategy, marketing and product decisions, and to make their customers happier. His 2012 book, Psychology of Price, has recently been translated into Japanese, Chinese, Korean and Taiwanese. He also carries out academic economics research and is an economics commentator on BBC News.