Abi Moorcock is an insights director at Irrational Agency, and specialises in new quantitative methods. She has over a decade of experience working in market research, much of that in quantitative innovations. She is passionate about using the latest developments in science and psychological to ensure research is impactful for clients, but also engaging for and respectful of respondents. A background in psychotherapy and a degree in politics helps her bridge the gap between numbers and the humans behind them