In this episode, we talk with Leigh Caldwell about leveraging behavioral economics to understand customers' behaviors and motivations. Leigh is a mathematician and economist with expertise in cognitive and behavioral theories. He is the co-founder and partner of The Irrational Agency, where he applies behavioural economics to market research. Through his blog and book, The Psychology Of Price, Leigh has explored economic, psychological, and pricing topics extensively. We discuss stories, game theory, mathematics and more - all to create pricing strategies that can provide deeper insight into customer decision-making. Join us as Leigh shares his journey of understanding human behavior through math, psychology, and behavioral economics. Discover how you can utilize these approaches to build successful MVPs while unlocking data-driven emotional payoffs for customers when offering deals and discounts.