Irrational was founded by Dr Sid Simmons. Sid started his career at Research International (TNS) before working as a consultant at McKinsey for five years. Sid then founded Incite Marketing Planning, a company which specialises in making market research actionable. He sold Incite in 2012. Sid then embarked upon (and eventually completed) a Doctorate into Behavioural Science and it’s application to market research and decision making. During this time Sid identified a number of new behavioural science research techniques that can be used to improve traditional market research methods.
