Interview with Paulina Lang
- Merle van den Akker
- Jun 22
- 8 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 Paulina Lang.
Paulina is a psychologist turned behavioural scientist based in the UK. Her career has spanned academia, the third sector, government, and now the private sector. Before moving into behavioural insights, she researched dementia, severe mental illness, and trial participation. Since then, she’s worked across a wide range of topics, from service improvement and job satisfaction to health & safety, crisis communications, misinformation, and violence against women and girls. As Head of Behavioural Science at MMR Research, she works with some of the world’s biggest global brands, bringing behavioural thinking into market research, brand strategy, and marketing. She helps research and creative teams connect the dots between insights and real-world consumer behaviour, ensuring behavioural science isn’t just theoretical but a driver of commercial impact.
Who or what got you into behavioural science?
I'm not one of those people who did a master's in behavioural science because it simply wasn't even an option when I went to university. I first came across behavioural science in my first graduate job, kind of by accident. I graduated with a joint degree in psychology and business, and for the first two years after graduating, I was researching dementia care in rural Scotland.
One of the areas I was looking at was "behaviours that challenge." In other words: behavioural issues in people with dementia. Because of the terms I was using to search for relevant evidence, behavioural science research started coming up. This was around the time behavioural science was starting to gain popularity, so it wasn't directly linked to my work, but that’s how I first discovered the field.
A few years later, when I was doing my PhD on participation in mental health research, I applied some behavioural science models, and that was my first opportunity to use them properly. I revisited it more formally, and started diving deeper, when I got my first behavioural science job in government. That was when it became my career rather than just something I was interested in.
What is the accomplishment you are proudest of as a behavioural scientist? And what would you still like to achieve?
Other than developing frameworks like one for identifying unintended consequences, or the crisis comms guide while in the Cabinet Office, I have to say I’m particularly proud of the campaign I advised on which tackled violence against women and girls.. I really challenged the comms team on shifting from the default of an awareness campaign to a behaviour change campaign. That was difficult, but I'm very stubborn, and I worked hard to get them to understand that just quoting statistics about abuse wasn’t enough. It risks normalising the problem rather than giving people ways to address the problem.
I'm proud of it because it required a lot of effort, but it changed the whole outlook of the campaign and made it truly about behaviour change rather than just telling people how bad the situation is. I can’t take credit for the whole campaign, but I will take credit for shifting gears in the right direction.
As for what I still want to achieve, it changes depending on what I’m working on. Right now, I focus a lot on sustainability in consumer packaged goods. It’s a complex issue where brands want consumers to lead them, but consumers often don’t understand sustainability, making it hard to drive change. I’d love to develop a model or framework to help brands make meaningful changes rather than just making assumptions about consumer behaviour.
How do you think behavioural science will develop (in the next 10 years)?
It’s really hard to predict, but I suspect it will be a mix of things. I wouldn’t be surprised if, at some point, behavioural science gets absorbed into other disciplines. A lot of people use behavioural science techniques without being behavioural scientists. Brand strategists, for example, apply similar principles all the time.
I’ve also seen this in government, where different departments have behavioural science teams embedded in various parts—comms, strategy, operations—rather than one centralised function. Businesses are doing similar things, applying behavioural science in different ways depending on their needs.
One area where I see huge potential is the intersection of behavioural science and AI. Not just using AI for behavioural science, but shaping how AI is designed to be human-centric. There’s a role for behavioural science in ensuring ethical applications of AI, making sure interventions aren’t just data-driven but also considerate of users. With AI becoming more advanced, there is a growing risk that behavioural science will be misapplied by algorithms that don’t fully consider the nuances of human behaviour. Ensuring AI-driven decisions are aligned with human needs rather than just optimising for efficiency will be critical.
Another area of growth is hyper-personalisation. We already see companies trying to personalise interventions based on user behaviour, but it’s often done in a way that lacks behavioural science rigour. I think there’s an opportunity for behavioural scientists to work on refining these approaches, ensuring that personalisation efforts truly enhance user experiences rather than manipulating people in unethical ways.
Additionally, I expect to see a stronger push toward interdisciplinary work. Right now, behavioural science is often treated as a separate field, but the most impactful work tends to happen at the intersection of multiple disciplines—economics, design, data science, and policy. More behavioural scientists will likely embed themselves in these adjacent fields rather than working in stand-alone teams.
What are the greatest challenges being faced by behavioural science right now?
One of the biggest challenges is still the over-reliance on nudging. Nudging put behavioural science on the map, but it’s also created a narrow definition of the field. People often think if it’s not a nudge, then what else is behavioural science? But nudging isn’t going to solve problems like sustainability, misinformation, or obesity alone.
There’s also the problem of evidence gaps. Much of behavioural science research is based on WEIRD (Western, Educated, Industrialised, Rich, Democratic) populations. I work in a global business, and clients in Asia often challenge me on whether behavioural principles apply in their context. And sometimes, I honestly don’t know, because a lot of evidence just assumes these principles are universal when they may not be. We need more culturally diverse research that actually accounts for variations in behaviour across different populations.
Another challenge is credibility. The replication crisis in psychology has affected behavioural science as well, leading some to question the reliability of findings. More rigorous testing and replication studies are needed to solidify the field’s credibility. Businesses and governments are becoming more skeptical, so we have to be proactive about ensuring that our methods are robust and transparent.
Finally, the growing presence of AI and automation poses both a challenge and an opportunity. On one hand, AI can help behavioural scientists analyse massive datasets and detect behavioural patterns. On the other hand, it risks oversimplifying human behaviour into algorithmic predictions that lack nuance. Ensuring that AI applications remain ethically sound and evidence-based is going to be a major challenge in the coming years.
What skills are needed to be a behavioural scientist? Any recommendations?
Empathy and perspective-taking are key. A lot of behavioural scientists fail to see problems from the perspective of those they aim to influence. The irrationality framing can sometimes hinder genuine understanding.
Critical thinking is essential. Don’t just accept evidence at face value—even if it’s from a reputable source. A good behavioural scientist questions whether research applies to different contexts, understands study methodologies, and spots limitations.
Communication skills are also vital. Translating complex concepts into something practical for businesses, policymakers, or consumers is critical. If insights aren’t communicated effectively, they won’t be implemented.
Data literacy is becoming increasingly important. While not everyone needs to be a data scientist, a basic understanding of data analysis and interpretation is a big advantage in applied settings.
Finally, adaptability is crucial. The field evolves rapidly, and good behavioural scientists are curious, open-minded, and willing to challenge their assumptions rather than sticking to a single framework.
What advice would you give to young behavioural scientists or those looking to progress into the field?
It’s a competitive field. If you don’t have a formal behavioural science degree, you’ll be competing with those who do. Look for ways to apply behavioural science in your current role to build practical experience.
For fresh graduates, entry-level roles in behavioural science are rare. Be open to adjacent fields like UX, marketing, or public policy. Universities push behavioural science degrees, but the job market isn’t large enough for everyone graduating.
A strong portfolio helps. Showcasing real-world applications—whether through work, side projects, or volunteering—sets you apart from candidates with only theoretical knowledge.
Networking is crucial. Many jobs aren’t advertised. Attend conferences, engage with people in the field, and seek informational interviews. The more you put yourself out there, the better your chances of finding opportunities.
Lastly, be flexible. Behavioural science applies across industries—finance, healthcare, sustainability, policy. Don’t fixate on one path. Sometimes, the best opportunities come unexpectedly, and skills gained in one area often transfer to another.
What is your biggest frustration with the field as it stands?
One of my biggest frustrations is the oversimplification of behavioural science concepts. People latch onto catchy statistics, like "it takes 66 days to form a habit," without understanding the broader context. This statistic is from a study that actually found habit formation takes anywhere from 18 to 254 days, depending on the habit and the person. But the 66-day average stuck because it sounds precise, even though it’s misleading.
If you weren’t a behavioural scientist, what would you be doing?
I’m a problem solver, so anything that involves problem-solving. I love assembling furniture—there’s something about puzzles and putting things together that puts me in a flow state. Maybe I’d have been an engineer, possibly civil or structural. At one point, I considered being a clinical psychologist, but the amount of paperwork put me off.
How do you apply behavioural science in your personal life?
I do it all the time, but not in an intentional, step-by-step way. I use habit stacking, remove friction for good habits, and add friction for bad ones—like quitting social media and keeping my phone out of reach.
One thing I consciously apply is identity-based habits. Rather than setting goals, I focus on being the kind of person who exercises, eats healthily, etc. That framing makes it easier for me to stay consistent.
Which other behavioural scientists would you love to read an interview by?
I’d love to read an interview with Katy Irving. She leads the behavioural science team at HRW, which does fascinating work in health-related behaviour change. She originally came from a communications background before moving into behavioural science, so her perspective on how these fields intersect would be really interesting. I think she also has some great insights into the challenges of applying behavioural science in highly regulated industries.
Another person would be someone working in emerging markets, applying behavioural science in non-WEIRD populations. Too often, we only hear from researchers and practitioners working in the US or Europe, so it would be great to read an interview with someone bringing behavioural science into less studied cultural contexts.
Thank you so much for taking the time to answer my questions Paulina!
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!
