Interview with Nupur Yogarajah
- Merle van den Akker
- 12 minutes ago
- 9 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 Nupur Yogarajah.
Nupur is a behavioural scientist, NHS clinical leader, GP, and accredited coach with 10+ years of leadership experience. She helps organisations create inclusive, high-performing cultures grounded in wellbeing, evidence, and behavioural change. She also founded Dr NY to offer a smarter, more rigorous alternative to surface-level wellbeing and leadership solutions. Using behavioural science frameworks, research insight, and a clinician’s lens, she works with senior leaders to diagnose what’s really going on — then build practical, tailored solutions that shift behaviour.
Who or what got you into behavioural science? I got into behavioural science through the MSc in Behaviour Change, which I started in 2019 . I’m a medical doctor by background, working in the NHS, and I’ve always been deeply curious in a way my medical training didn’t fully satisfy, especially around why people do what they do. That applied not only to patients but also to the clinicians and systems around them. There was always a missing layer, a depth we weren’t reaching, whether in consultations or redesigning services. I used to say, if I hadn’t done medicine, I’d have done psychology. I was really torn between the two at 18. It’s such a young age to choose what to do with the rest of your life!So in a way, the MSc felt like coming full circle. I had also been reading behavioural books for years. Whenever I’d buy a book or go to the library, it would somehow end up being behavioural science. Eventually, after years as a GP partner, I reached a point of career pivot. I still wanted to do clinical work, but I also needed something more. That’s when I went for it. And now I work in both the NHS and run my own consultancy, combining clinical leadership and behavioural science. So yes, slightly convoluted, but very natural in hindsight.
What is the accomplishment you are proudest of as a behavioural scientist? And what would you still like to achieve?
I’m proudest of the research I did during my master’s, which explored the barriers and enablers for Black African and Black Caribbean residents in South-East London with high blood pressure to take their medication. It focused on real-world application, health inequalities, and trust. What made it powerful was that the insights were not just left on paper—at the time I worked in a great quality improvement group called Clinical Effectiveness South-East London and we embedded my insights into clinical guidance alongside similar findings on the same topic from a brilliant Community Interest Company called Mabadiliko who we were partnering with on high blood pressure care. Our local high blood pressure guidelines included an entire page dedicated to trust-building, cultural humility, and the impact of racial discrimination on health—topics usually excluded from clinical guides. Traditionally, those guides focus on diagnostics, medications, and investigations. Ours challenged that, we essentially said: if patients don’t trust you, they won’t come to see you, and if they don’t come, nothing else matters. It was, to our knowledge, the first time these kinds of insights were given the same weight as clinical information. The principles in the guide have now being replicated across other conditions.
As for what I still want to achieve, honestly, I didn’t expect things to unfold the way they did. I self-funded the MSc during a career crossroads, thinking it might just be a “treat” to myself because I love studying. But it’s opened so many doors. Going forward, I want to keep using the platform I have to push behavioural science into more spaces, especially around inclusion, wellbeing, and leadership. There’s still so much to do in bringing this lens to the everyday systems we take for granted. I want to continue pushing behavioural science beyond the academic and into the real world; where it belongs.
How do you think behavioural science will develop (in the next 10 years)?
In the public sector, we’re getting better at embedding behavioural insights in service planning. But I’d love to see behavioural scientists recognised as essential team members, on par with communication leads, data analysts, and managers. Right now, behavioural science is often brought in ad hoc, or not at all. If someone like me is around, great. But if not, it might be forgotten. That’s not sustainable. I want to see it become business as usual. As for the corporate world, many organisations still assume education alone changes behaviour. So they throw money at webinars or courses, thinking that’s enough. But that misses the whole behavioural piece. What’s the actual problem? What are the real barriers? We need to move away from assumptions and apply behavioural insights properly. Culture change is hard, but I’m hopeful. We've already seen change. We now hire data analysts for example in the public sector with high frequency working directly with clinicians, . ten years ago that was uncommon The same can happen here with behavioural scientists, it has to, especially when it comes to wellbeing and inclusion.On the consultancy side, I’ve noticed behavioural science is still underutilised in corporate wellbeing. That’s a huge opportunity. We can, and should, embed behavioural insights into leadership development, psychological safety, and organisational change. But again, it has to move beyond “nice to have” to “critical to success.” We need to keep showing impact, keep sharing case studies, and build the case. The more we demonstrate value, the more we’ll see behavioural scientists at the table permanently.
What are the greatest challenges being faced by behavioural science, right now?
One of the biggest challenges is integration. In the public sector, behavioural science still isn’t always seen as essential. It’s often brought in last minute, or sidelined entirely. We need to shift it into “business as usual.” That means getting behavioural scientists into core roles, not just project-based ones. To do that, we need to keep showing real results, especially in areas like health and inclusion.
We also need to be more open about failure. Too often, we only hear about successful case studies. But there’s value in what didn’t work. During the COVID pandemic, a video campaign with GPs flopped. But when faith leaders were involved, vaccine uptake improved. That mattered. Being honest about what didn’t work and what did, that builds trust.
In the corporate world, the challenge is assumptions. People still think more education will fix things. But we know that’s rarely the case. There’s a whole ecosystem behind behaviour: context, environment, opportunity, motivation. If you’re not addressing those, you’re not moving the dial. And wellbeing is a crowded space now. Anyone can call themselves a wellbeing consultant. That makes it harder for organisations to know who’s credible. Groups like the Society of Occupational Medicine are starting to create guidelines to help, but awareness is still low. Ultimately, we need culture change.
With all your experience, what skills would you say are needed to be a behavioural scientist? Are there any recommendations you would make?
There’s a real difference between academia and the real world. That’s the first thing. In practice, you need to be comfortable applying theory flexibly. You don’t always need a 20-slide PowerPoint to do something meaningful. It could be as simple as framing a patient interaction differently, or asking the right questions in a team meeting.
I’d also say: use it, even on small pieces of work. That’s how it becomes second nature. Get comfortable doing solid literature reviews for example when starting a pieve of work,but also ask: what populations was this tested on? Does this apply here? Because so much of the research is student-based, especially in psychology. And biases are everywhere—we need to be conscious of that.
Also: keep up with developments. I finished my MSc in 2022. That wasn’t long ago, but AI has exploded since. And while AI is powerful, behavioural scientists bring critical thinking and depth that machines can’t replicate. That’s our value. So, stay sharp, stay current, and keep thinking critically.
Lastly, just start. It’s easy to get hung up on waiting for a perfect behavioural science job to appear. Sometimes the best opportunities come from bringing behavioural insights into a non-obvious space. That’s how you become “the behavioural person” people turn to. It builds your reputation, your confidence, and your real-world experience.
What advice would you give to young behavioural scientists or those looking to progress into the field?
If you’re passionate about it, go for it. I know that sounds simple, but truly, find your way in. There are so many short courses now, so even if your organisation won’t fund a full Master’s, maybe they’ll support a postgrad certificate. Start somewhere.
And once you have even a basic understanding, actively find ways to weave it into your work. You don’t need a job title that says “behavioural scientist” to apply behavioural science. Be the person who thinks differently. Be the person who asks, “What’s the actual behaviour we’re trying to change?” That alone makes you stand out. And when people see that perspective in action, they’ll start coming to you for more. That’s how you become embedded. That’s how you get a seat at the table.
Over time, that builds a portfolio of experience, real experience. Also, be clear on the value when asking for funding or support. Make it relevant. Show how behavioural science could solve a problem your team is facing. And don't worry about being perfect. Start small. Apply it. Learn by doing. It’s okay if you’re not designing full COM-B frameworks from day one. You’ll get there. And lastly—keep connecting with others. Follow people doing work you admire. Read widely. Talk to people. Keep learning. We’re still early in this field’s evolution, so there's space to shape it. Find where you fit—and keep showing how it matters. Your perspective could change systems. Truly.
What is your biggest frustration with the field as it stands?
Honestly? That sometimes we oversell it. I love this field, but we need to be realistic. Behavioural science isn’t a magical solution to every problem. Sometimes people get excited and think, “Great, we’ll bring someone in and everything will change.” But we know it doesn’t work like that. And when we oversell it, we do the whole field a disservice. It sets unrealistic expectations; and when they’re not met, it damages trust. That’s my pet peeve. We need to be clear about what behavioural science can and can’t do. It’s powerful, yes. But it’s not a silver bullet.
There’s also a real need to diversify who is doing the work. Too often, the same voices dominate the space. We need to make room for new perspectives, especially from underrepresented communities. That’s where some of the most powerful insights will come from. So yes, my biggest frustration is that we sometimes treat it like a trend or a buzzword. It’s more than that. It’s a way of thinking—a lens that, when applied properly, can really shift systems. But only if we’re honest about its scope, limitations, and evolution. So let’s stay grounded, rigorous, and generous in sharing what we learn—including the stuff that doesn’t work. That’s how we build a field that lasts.
If not a behavioural scientist, what else would you be?
I probably still would’ve been a doctor because I came to behavioural science later in my career. But honestly, if I hadn’t gone down the medical route either, I think I would’ve ended up in psychology. At 17 or 18, I was really torn between medicine and psychology. If I’d chosen psychology first, I doubt I would’ve gone back to study medicine. I imagine I’d have ended up in applied psychology, maybe even clinical psychology, with a frontline role, then possibly pivoted into something else. So yes, the themes of wellbeing and clinical insight were probably always going to be part of my story.
How do you apply behavioural to your own life, if at all?
Oh, I use it all the time on my kids! I put fruit at eye level in the fridge, nuts and crackers in reachable cupboards, and hide the chocolate in another room, it works! But I use it on myself too. I’ve moved from an all-or-nothing mindset, especially around food and exercise. If I miss a few days, I don’t feel derailed anymore. I just get back on. That’s been a huge shift. Knowing about System 1 and how repetition builds habits has helped me persist with hard things. It’s made a difference with patients too. I can now say, “This is going to feel challenging at first, but it will get easier., when we talk about building new habits around a healthier lifestyle for example, and then I can counsel them through the expected bumps in the road that occur. Before studying behavioural science, I couldn’t articulate that. Now I can normalise that discomfort for people, and that changes everything. So yes, I absolutely use it in my life, and it’s had a genuinely positive effect.
Who else would you recommend me to interview?
Definitely Nadine Fontaine -Palmer. She’s the CEO of Mabadiliko , the community interest company I mentioned earlier doing incredible work around health inequalities in South-East London. Nadine’s background is PhD in Neuroscience and she studied for a Behavioural Science qualification at UCL. Her work with the NHS has brought a strong behavioural science lens to inclusion and health-focused projects. All their work is shaped using structured behavioural approaches. She’d bring a brilliant and much-needed perspective to this conversation.
Thank you so much for taking the time to answer my questions Nupur!
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!
