--- title: Irrational Blog | Leigh Caldwell (6) 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. (6) --- 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) ## [Hidden Stories of Value: Cost of Living Crisis](https://blog.irrationalagency.com/hidden-stories-of-value-cost-of-living-crisis) [FMCG](https://blog.irrationalagency.com/tag/fmcg) [Webinars and Videos](https://blog.irrationalagency.com/tag/webinars-and-videos) [Cost of Living](https://blog.irrationalagency.com/tag/cost-of-living) [Narrative Research](https://blog.irrationalagency.com/tag/narrative-research) The cost of living crisis has impacted almost all of us. Fear and anxiety are key emotional drivers... [Read More](https://blog.irrationalagency.com/hidden-stories-of-value-cost-of-living-crisis) - CATEGORIES Artboard-51 ## [Behavioralizing Your Research Methods](https://blog.irrationalagency.com/behavioralizing-your-research-methods) [Behavioural Science](https://blog.irrationalagency.com/tag/behavioural-science) [Guides and Reports](https://blog.irrationalagency.com/tag/guides-and-reports) There's a reason good stories stick with us. They tap into something primal, a deep-seated need to... [Read More](https://blog.irrationalagency.com/behavioralizing-your-research-methods) ## [How Much Consumer Research do you Need to do Under the FCA Consumer Duty?](https://blog.irrationalagency.com/how-much-consumer-research-do-you-need-to-do-under-the-fca-consumer-duty) 6.43: The rules require firms to undertake appropriate testing of their products or services. In... [Read More](https://blog.irrationalagency.com/how-much-consumer-research-do-you-need-to-do-under-the-fca-consumer-duty) ## [5+1 Top Market Research Podcasts Episodes to Bring You up to Speed Today](https://blog.irrationalagency.com/top-market-research-podcasts-episodes-to-bring-you-up-to-speed-today) While market research methodologies rarely change, technology is undergoing continuous... [Read More](https://blog.irrationalagency.com/top-market-research-podcasts-episodes-to-bring-you-up-to-speed-today) ## [Tell Me Something I Don't Know – How System 3 Delivers a Competitive Edge](https://blog.irrationalagency.com/tell-me-something-i-dont-know-how-system-3-delivers-a-competitive-edge) Have you ever opened up a research report and been able to predict exactly what it will say? It... [Read More](https://blog.irrationalagency.com/tell-me-something-i-dont-know-how-system-3-delivers-a-competitive-edge) ## [Tapping into Narrative Research and Storyhearing](https://blog.irrationalagency.com/tapping-into-narrative-research-and-storyhearing) When it comes to understanding consumer behavior, researchers have tapped into a variety of... [Read More](https://blog.irrationalagency.com/tapping-into-narrative-research-and-storyhearing) ## [How Irrational Agency Connects Behavioral Science Insights to Real-life Business Challenges](https://blog.irrationalagency.com/how-irrational-agency-connects-behavioral-science-insights-to-real-life-business-challenges) [Behavioural Science](https://blog.irrationalagency.com/tag/behavioural-science) In the late 19th and early 20th centuries, a battle between Thomas Edison and Nikola Tesla shook... [Read More](https://blog.irrationalagency.com/how-irrational-agency-connects-behavioral-science-insights-to-real-life-business-challenges) [Prev](https://blog.irrationalagency.com/author/leigh-caldwell/page/5) [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) [6](https://blog.irrationalagency.com/author/leigh-caldwell/page/6) [7](https://blog.irrationalagency.com/author/leigh-caldwell/page/7) [Next](https://blog.irrationalagency.com/author/leigh-caldwell/page/7) **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: