Leigh Caldwell

Leigh Caldwell is a mathematician and economist with a focus on cognitive and behavioral theories applied to economic decisions, pricing, and marketing. He is an author, TEDx speaker, and co-founder/partner at The Irrational Agency.

At The Irrational Agency, Leigh applies behavioral economics to market research. The agency utilizes psychological interviewing and implicit research tools to help clients understand their customers on a deeper level. The goal is to uncover customers' true desires and identify strategies to influence their behavior. Leigh specializes in measuring the intangible aspects of customer preferences, assigning value to elements that exist only in the customer's mind.

Leigh has founded and built several companies in the technology and economic consulting sectors since the mid-1990s. He brings a wealth of experience and knowledge in behavioral economics, cognitive economics, market research, intangible valuation, pricing, psychology, and software tools for sales and marketing.