--- title: Irrational Blog | Leigh Caldwell (2) description: Leigh is a behavioural economist and pricing expert with 10+ years of experience in applying BE commercially. He is the author of The Psychology of Price and a regular guest lecturer at several universities as well as a frequent speaker at academic and industry conferences. (2) --- hello@irrationalagency.com | +44 (0)20 7064 6555 Follow us: [![Irrational Agency](https://blog.irrationalagency.com/hs-fs/hubfs/raw_assets/public/Irrationalagency_September2022/images/irrational-agency-logo.png?width=1000&height=1663&name=irrational-agency-logo.png "Irrational Agency")](https://irrationalagency.com/) - [About](https://irrationalagency.com/about-us/) - [Services](https://irrationalagency.com/services/) - [Narrative qual](https://irrationalagency.com/narrative-qual/) - [System 3](https://irrationalagency.com/system-3/) - [Behavioral Conjoint](https://irrationalagency.com/behavioural-conjoint/) - [Hidden Stories](https://irrationalagency.com/hidden-stories/) - [Work](https://irrationalagency.com/work/) - [Blog](https://blog.irrationalagency.com/) - [Contact](https://irrationalagency.com/contact/) - Get free insight on... - [FCA Consumer Duty Guide](https://info.irrationalagency.com/fca-consumer-duty-guide?_ga=2.35805152.1357843051.1666273171-1379455377.1659466076&_gl=1*1mjfy27*_ga*MTM3OTQ1NTM3Ny4xNjU5NDY2MDc2*_ga_DSM5WT91R8*MTY2NjI3MzE3MC41LjEuMTY2NjI3MzgxNC4wLjAuMA..) - [Hidden Stories on Sustainability](https://info.irrationalagency.com/hidden-stories-report-on-sustainability-2022-landing?_ga=2.56850410.1357843051.1666273171-1379455377.1659466076&_gl=1*1ephb79*_ga*MTM3OTQ1NTM3Ny4xNjU5NDY2MDc2*_ga_DSM5WT91R8*MTY2NjI3MzE3MC41LjEuMTY2NjI3MzgxNC4wLjAuMA..) - [Guide to Behavioral Market Research](https://info.irrationalagency.com/guide-to-behavioral-market-research-download?_ga=2.30619775.1357843051.1666273171-1379455377.1659466076&_gl=1*7dbbmj*_ga*MTM3OTQ1NTM3Ny4xNjU5NDY2MDc2*_ga_DSM5WT91R8*MTY2NjI3MzE3MC41LjEuMTY2NjI3MzgxNC4wLjAuMA..) [![Irrational Agency](https://blog.irrationalagency.com/hs-fs/hubfs/raw_assets/public/Irrationalagency_September2022/images/irrational-agency-logo.png?width=1000&height=1663&name=irrational-agency-logo.png "Irrational Agency")](https://irrationalagency.com/) ![Leigh Caldwell](https://blog.irrationalagency.com/hs-fs/hubfs/leigh_bw.png?width=200&name=leigh_bw.png) # Leigh Caldwell Leigh is a behavioural economist and pricing expert with 10+ years of experience in applying BE commercially. He is the author of The Psychology of Price and a regular guest lecturer at several universities as well as a frequent speaker at academic and industry conferences. [Follow me on LinkedIn](https://www.linkedin.com/in/leighcaldwell/?originalSubdomain=uk) [Follow me on Twitter](https://twitter.com/leighblue) ## [Start the year behavioural!](https://blog.irrationalagency.com/start-the-year-behavioural) [Behavioural Science](https://blog.irrationalagency.com/tag/behavioural-science) [Guides and Reports](https://blog.irrationalagency.com/tag/guides-and-reports) It’s a new year and likely a new calendar of research projects planned. Budgets reset, strategies... [Read More](https://blog.irrationalagency.com/start-the-year-behavioural) - CATEGORIES Artboard-51 ## [Starting small with behavioural science](https://blog.irrationalagency.com/starting-small-with-behavioural-science) One of the biggest barriers to adopting behavioural science in insights departments is the cost.... [Read More](https://blog.irrationalagency.com/starting-small-with-behavioural-science) ## [How to make your survey more behavioural](https://blog.irrationalagency.com/how-to-make-your-survey-more-behavioural) [Behavioural Science](https://blog.irrationalagency.com/tag/behavioural-science) [Narrative Research](https://blog.irrationalagency.com/tag/narrative-research) [Guides and Reports](https://blog.irrationalagency.com/tag/guides-and-reports) The last few years have seen many in-house research teams becoming more and more agile, developing... 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[Read More](https://blog.irrationalagency.com/is-your-digital-twin-as-irrational-as-you-are) ## [Who pays a tariff? And what if it’s you?](https://blog.irrationalagency.com/who-pays-a-tariff-and-what-if-its-you) [Cost of Living](https://blog.irrationalagency.com/tag/cost-of-living) Donald Trump insists that his big, beautiful tariffs will be paid by the foreign countries who are... [Read More](https://blog.irrationalagency.com/who-pays-a-tariff-and-what-if-its-you) ## [Unlock the power of behavioural science with an Irrational Agency workshop](https://blog.irrationalagency.com/unlock-the-power-of-behavioural-science-with-an-irrational-agency-workshop) [Behavioural Science](https://blog.irrationalagency.com/tag/behavioural-science) Unlock the Power of Behavioural Science with Tailored Workshops from Irrational Agency [Read More](https://blog.irrationalagency.com/unlock-the-power-of-behavioural-science-with-an-irrational-agency-workshop) [Prev](https://blog.irrationalagency.com) [1](https://blog.irrationalagency.com) [2](https://blog.irrationalagency.com/author/leigh-caldwell/page/2) [3](https://blog.irrationalagency.com/author/leigh-caldwell/page/3) [4](https://blog.irrationalagency.com/author/leigh-caldwell/page/4) [5](https://blog.irrationalagency.com/author/leigh-caldwell/page/5) [Next](https://blog.irrationalagency.com/author/leigh-caldwell/page/3) **Our offices** **United Kingdom** Paddington Works 8 Hermitage Street London W2 1BE **​Netherlands** Keizersgracht 391 A1016 EJ Amsterdam **Site map** - [Home](https://irrationalagency.com/) - [About](https://irrationalagency.com/about-us/) - [Services](https://irrationalagency.com/services/) - [Work](https://irrationalagency.com/work/) - [Blog](https://blog.irrationalagency.com/) - [Publications](https://irrationalagency.com/publications/) - [Contact](https://irrationalagency.com/contact/) **Keep up to date** Sign up for irrational insights **Follow us** Follow us: