William Leach

Will is the President of TriggerPoint and teaches Behavioral Design at SMU’s Cox School of Business. Before founding TriggerPoint, Will headed BrainJuicerTM Behavioral Labs & PepsiCo’s SMART lab, a 30,000 sqft, shopper research laboratory where he led Behavioral Research & Design efforts for the company. TriggerPoint is a behavioral research and design firm specializing in identifying & influencing the various behavioral factors guiding consumer decision making. Simply put…we help you understand and change consumer behaviors.