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Institutional Licence: When We Trust What Authority Does, Not What it Says

A notable phenomenon in Britain right now is the desire of a lot of people to keep going to the pub (and using the tube, and so on).  

What is the Role of Behavioural Science in a Pandemic?

This moment is a high profile test for behavioural science. The UK government has drawn a clear line between its policy and those of governments in Asia and elsewhere in Europe, deciding not to...  

My Quotes on Personalised and Data-Driven Marketing

I have been quoted alongside a few others in an article by Audiense about personalised and data-driven (or data-informed?) marketing. They only had space for a few excerpts of my full comments. But...  

Congratulations on your Nobel Prize

My friend Ilona recently started her PhD research at London School of Economics. Last week she was sitting in her office when she overheard someone in the next room being congratulated…for winning...  

The Unconscious Stories Consumers Tell About You

What does the future hold for your brand? The economic outlook is uncertain; marketing strategists are asking questions about Gen Z's relationship with brands; maintaining relevance and margins in a...  

Recognised Innovators for a Second Year

Irrational Agency is once again featured in the GRIT list of the research industry's top innovators. This year we show up twice, in the list of Full Service agencies and Emerging stars.  

How Not to Spend a Billion Euros

A unique ad testing approach inspired by medical research may have saved two global clients a billion euros or more.  

Where to Begin. How to Introduce the Benefits of Behavioural Economics Into Your Organisation.

“I’d love to commission a Behavioural Economics project but I have never known how to spot when my challenge was relevant”.   These were the recent words of a marketing industry peer, in a discussion...  

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...