Irrational Agency Launches Qual and Cultural Practice

London-based behavioural research consultancy the Irrational Agency has launched a qualitative and cultural insight practice, and has appointed Andie Lowings to lead it as Head of Qualitative Research. Former Lumanity staffer Austin Ross also joins, in the role of Client Consultant.

The firm, founded in 2012 by Elina Halonen and Leigh Caldwell, uses a suite of proprietary behavioural research tools and techniques combining 'qual detail and quant speed', and including narrative research, 'System 3' and behavioural conjoint.

According to the company, the new 'Narrative Qual and Cultural Insight' practice combines 'storyhearing', ethnography, cultural insight and semiotics to help clients understand behaviour change from 'both sides': individuals' stories, behavioural biases and heuristics; and deeply embedded cultural narratives.

Lowings (pictured above) worked most recently at the Lab in Sydney, Australia, where she was Group Insight and Strategy Director, and brings twenty years of qualitative insights experience. In addition to a brief recent spell at TRA and an earlier two-year stint at The Lab as Insight and Strategy Director, she has worked for four years as Director and Head of Qual Insight at Sydney consultancy House of Brand Group, and in the UK at MR agencies Relish, Outlook Research, Creative Research and BMRB.

Ross (pictured below), who joins as a Client Consultant, was previously a Behavioural Science Account Manager at Lumanity (formerly Cello Health), and has a Masters in behavioural economics from the London School of Economics and Political Science. In his new role he will help clients develop bespoke solutions for complex questions.

'Andie's wealth of experience in global qualitative and cultural research makes a superb enhancement to one of the best behavioural research and delivery teams in the industry' enthuses Caldwell. 'Our new practice is the natural and complementary combination of the powerful tools of qualitative behavioural science developed at Irrational Agency over the last twelve years, with cultural insight and semiotics. While Austin's background in the healthcare and pharma industry will help continue to support our best in class work in this sector. In the last 12 months we've doubled the size of our team as we continue to support some of the world's biggest brands in providing insights that traditional research can't reach'.

Web site: www.irrationalagency.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.