Interview with Cláudia Simão
- Merle van den Akker
- 22 hours ago
- 5 min read
Behavioural Science is a rapidly expanding field and everyday new research is being developed in academia, tested and implemented by practitioners in financial organisations, development agencies, government ‘nudge’ units and more. This interview is part of a series interviewing prominent people in the field. And in today's interview the answers are provided by Cláudia Simão.
Cláudia is a behavioral science expert specializing in impact evaluation, public policy, and strategic decision-making. With a background in experimental research, she has designed and led over 500 studies, applying behavioral insights to real-world challenges. Her work focuses on translating evidence into actionable strategies for governments, NGOs, and international organizations. She has published extensively on topics such as prosocial behavior, decision-making, and behavioral interventions. As a consultant and advisor, Cláudia works at the intersection of research and practice, helping organizations design and evaluate effective policies and programs that drive meaningful change.
Who or what got you into behavioural science?
I have always been passionate about understanding why people behave the way they do. Initially, I pursued clinical psychology but soon became fascinated by social psychology and the study of human behavior. Topics like emotions, cultural influences, and group behavior are simply amazing to explore. Our irrationality as humans stimulates my curiosity and continues to drive my interest in behavioural sciences.
What is the accomplishment you are proudest of as a behavioural scientist? And what would you still like to achieve?
One of my proudest achievements has been the applied work I have been conducting - helping organizations and governments integrate behavioral insights into their decision-making processes in a meaningful way. I have worked on projects where research did not stay only in reports but led to policy changes or improved the design of interventions. Seeing behavioral science moving beyond theory directly impacting people’s lives, is incredibly rewarding.
Looking ahead, I want to push this impact further. I do not want behavioral science to be used only in isolated projects—I would love to see it becoming a core part of institutions, how they think and operate. That means scaling up experimental approaches, embedding behavioral insights into policy structures, and ensuring that behavioral science does not remain a niche field but integrates the decision-making processes at the highest levels.
What are the greatest challenges being faced by behavioural science right now?
One of the biggest challenges is “last mile” problem: Behavioral insights often get stuck in academic papers or reports without ever translating into action. Even when organizations wish to apply behavioral science, they struggle with the practicalities of implementation. There is still a significant gap between running experiments and embedding behavioral thinking into long-term strategies.
How do you think behavioural science will develop in the next 10 years?
I see several shifts coming. First, behavioral science will move beyond simple nudges. While nudging has been valuable, the field is maturing, and the focus will shift toward systemic behavioral solutions. We will need to develop structural interventions that reshape incentives, norms, and decision-making environments in a more fundamental way.
I also think that behavioral science will become more integrated into policy and institutions. Right now, many governments and organizations see behavioral insights as an add-on rather than a fundamental approach to decision-making. Over the next decade, I expect behavioral science to be institutionalized in a way that makes it a core part of how policies and programs are designed, particularly in areas like climate action, financial inclusion, and health.
With all your experience, what skills would you say are needed to be a behavioural scientist? Are there any recommendations you would make?
To be a behavioral scientist one needs a solid understanding of research, particularly experimental design and analytical thinking. It is important to know how to design rigorous experiments and interpret data. Technical skills are crucial, but alone these are not enough: Behavioral science is an interdisciplinary field, so you also need to be able to think across disciplines—drawing from psychology, economics, neuroscience, and sociology to understand behavior in a broader context.
When you are working in policy or industry, it is important to develop a strong understanding of organizational constraints and incentives: Many interventions are dependent of the realities of the institutions and their implementation sometimes fail not because they are theoretically weak, but because they do not fit within the practicalities needed to implement them.
Communication is another essential skill. Being able to translate research findings into clear, actionable insights for policymakers, or the public is just as important as running a good experiment. Many behavioral scientists struggle with making their work accessible, and that limits their impact.
For those entering the field, I would recommend to get used to ambiguity. Applied science is not like controlled lab environments. Applied behavioral science can be messy. Replications are difficult because contexts change. Therefore, there is no perfect experiment, no guaranteed results. We need to have the ability to iterate, adapt, and deal with the practical challenges.
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What advice would you give to young behavioural scientists or those looking to progress into the field?
One of the best pieces of advice I followed is to immerse oneself in multidisciplinary teams and environments. Engaging with colleagues from different backgrounds exposes us to diverse perspectives, expanding our understanding of behavior beyond a single framework. It reinforces that ‘one-size-fits-all’ approach does not exist—multidisciplinary insights can challenge our initial assumptions and offer fresh ways to interpret complex phenomena. Often, what seems like a singular behavior is a puzzle of interconnected micro-behaviors, varying across contexts and individuals.
Equally important is cultivating critical thinking. When studying behavior, question your own assumptions—then question them again. Behavioral science is filled with confounding factors, so it is essential to ensure that one is truly investigating the behavior intended to be studied, rather than an illusion created by external influences.
What is your biggest frustration with the field as it stands?
One of my biggest frustrations is the oversimplification of behavioral insights. Too often, organizations take a single concept—like loss aversion or social norms—and assume it will work universally without proper testing or adaptation.
There is also still a significant gap between academia and practice. On one side, academics produce research that is methodologically rigorous but not always practical. On the other side, practitioners sometimes apply behavioral science in ways that lack empirical rigor. Bridging this gap remains an ongoing challenge.
If you weren’t a behavioural scientist, what would you be doing?
Given my passion for understanding human behavior, I might have pursued a career in a related field such as social work or community development, where I could still contribute to improving and contribute to societal well-being.
How do you apply behavioural science in your personal life?
When you start learning about heuristics and biases, you immediately picture yourself – “I am not like that” or “I do drive better than most other people!!”. By becoming more aware of biases, I got more conscious on how to avoid them. It may not happen for every decision, but I am certainly more cautious in my personal life and try to use them to my personal growth.
10. Which other behavioural scientists would you love to read an interview by?
I admire many colleagues who tirelessly push innovation and progress through research and fieldwork. Their dedication to improving society at all levels is truly inspiring, and I would be interested in reading interviews that shed light on their experiences and insights.
Thank you so much for taking the time to answer my questions Cláudia!
As I said before, this interview is part of a larger series which can also be found here on the blog. Make sure you don't miss any of those, nor any of the upcoming interviews!
Keep your eye on Money on the Mind!
