Partner – The Irrational Agency – (United Kingdom)
Elina co-founded the Irrational Agency in 2012 to focus on developing innovative market research methodologies based on behavioural science theories. Since then, she has been championing applications of behavioural economics in market research and is a regular speaker at conferences such as ESOMAR, MRS and IIeX, as well as writing articles for industry publications. She is a specialist in cross-cultural psychology and having previously presented her research in global academic psychology conferences, she is currently writing a book on cultural influences on decision making. She has also spoken at AMAI, and relishes her travels and time in Latin America, having spent time in 6 countries in the region, and is delighted to be returning to Peru.