May 2, 2018

Who are we?

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.