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Gaming to get Beyond Fast and Slow in Low-Involvement Categories

After several years of conference talks and articles on behavioural economics, most researchers now agree that consumers do not always know or can’t tell us the reasons for their own behaviour, and...  

Questionnaire Design Part Two: The Wrapper

Last week we focused on the pitfalls and constraints of your audience and how to treat them better. Understanding of your audiences is key but being able to implement this in a way that allows you to...  

An Irrational Origin Story

When we meet new people, we often get asked about the origins of the agency and especially our name so we thought it was time to tell this story.  

Questionnaire design part one (of three): Be kind to participants

This is the first in a three-part series covering some best practice hints and tips for online questionnaire design.  

Test your gender and ethnicity bias (TEDxLondon Citi xLab)

Yesterday we were lucky enough to be part of the Citi xLab at TEDxLondon. It was a fantastic day packed with many interesting and varied talks.  

Use your emojination: measuring emotional response through visual language

As implicit methods have risen so has a new universal language: emoji. They are now widely used by consumers across the world as well as in marketing: emoji usage in marketing messages grew by 775%...  

Irrational Agency named one of the top 50 most innovative in research

We are very proud to announce that Irrational Agency features in the GreenBook Research Industry Trends (GRIT) report of the top 50 most innovative companies in research worldwide. Irrational Agency...  

How to be Happy at Work

Like many of us in market research, I spend a lot of time at work and if I am going to spend a long time somewhere I want to be happy while I am there.  

Irrational Agency Opens Office in Amsterdam

The new office will be led by Irrational Agency’s co-founder Elina Halonen and aims to serve our existing clients as well as expanding the company’s footprint in in mainland Europe.  

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

The consumer decision-making process is more than a purely emotional or rational assessment, with a third option powered by the imagination.