Will Leach is the founder of TriggerPoint, a leading Behavioral Research and Design consultancy specializing in identifying & influencing the conscious and nonconscious factors guiding consumer decision making. Simply put… they help todays largest brands understand and change consumer behaviors through Behavioral Design. Will has over 18 years of client-side consumer insights experience in Consumer Packaged Goods, Biotechnology and Energy Industries and is a Behavioral Design instructor at the Cox School of Business at Southern Methodist University. Previous to TriggerPoint, Will managed BrainJuicer’s Behavioral Activation Unit and PepsiCo's Shopper Marketing & Retail Testing laboratory where he led behavioral science methods for the company. In 2011, Will won the IIR EXPLOR Award for Insights Innovation for his work in applying behavioral economics to optimizing consumer promotions and in 2014 was awarded the Ginny Valentine award for his work in driving behavioral research and design in the insights industry. TriggerPoint has been featured in a number of publications, including Quirks and Shopper Marketing Magazine. And most recently as an emerging consultancy in the book Change Ahead: How research and design are transforming business strategy.