Originally set up by Halonen (pictured) and Leigh Caldwell in 2012 and based in London, the pair built the business into a team of 10 working internationally.

Halonen, who is now based in The Netherlands, intends to pursue independent work in the marketing research and consumer insights space alongside academic research.

She said: “I am very proud of what Leigh and I have accomplished during the past seven years. I’m looking forward to taking the depth of experience and skills I have learned during my time at Irrational Agency into the next stage of my professional journey.”