Maggie Guanyu Yang, Post Doctoral Research Fellow, University College London

I am a Research Fellow at the Centre for Behaviour Change, University College London, currently working on two main workstreams. The first one is the Demo 4 project, which analyses OECD household environmental behaviors across sectors and regions. The second one is Work Package 1, focusing on capability scoping and building in behavioural research. My position requires extensive collaboration with colleagues across multiple BR-UK institutions, and my work involves a mixture of research methodologies including advanced quantitative approaches such as multilevel latent class analyses through various statistical software platforms, as well as qualitative methods like framework analyses. Beyond these research commitments, I’m collaborating with BR-UK colleagues to develop an online living AI repository that collects useful resources on AI applications specifically tailored for behavioural researchers—a resource that will soon be accessible through the BR-UK website.

I earned my PhD in Social and Environmental Psychology from UCL Energy Institute in 2024, where my research focused on promoting sustainable personal cooling behaviors in Chinese offices through a rigorous mixed-methods approach. My academic journey has actually been quite unique: I completed my Bachelor’s degree in English (humanities) before pursuing two social-sciences master’s degrees—one in International Economics and the other in Environmental Policy. Although this diverse background may be viewed as “messy”, I recognise how these seemingly unrelated fields have provided me with a unique constellation of transferable skills and knowledge that empower me in my current role at BR-UK. My specialised expertise in pro-environmental behaviors and experience with multi-level analyses and qualitative data analyses enabled me to quickly adapt to related yet distinct research projects. I believe my independent self-learning ability also makes it possible for me to acquire new methods and implement them as efficient and effective as possible, such as the multi-level latent class analyses I’ve run for the Demo 4 project. What I gained from previous mixed-methods research experience also keeps me constantly aware of the gaps and bridges between quantitative and qualitative data and on the lookout for approaches to triangulate them for better interpretation of the research results.

Drawing from my own unique academic journey, I would definitely advise students to embrace different disciplines and not be afraid of exploring diverse interests. My background in English Literature, International Economics and Environmental Policy might seem “messy”, but it has actually given me unique perspectives when examining how people make decisions and interact with their environments. Being exposed to different fields can really provide you with valuable insights and approaches that others might not have.

I also recommend gaining experience in quantitative and qualitative approaches to behavioural research. The ability to work across methods allows you to select the right tools for specific research questions rather than forcing questions to fit your preferred methodology. In my PhD research on cooling behaviors, combining statistical analyses with qualitative interviews provided insights that neither method could have captured alone, demonstrating how methodological versatility leads to more comprehensive understanding of the complexity in changing cooling behaviours. 

I also think developing independent self-learning ability is essential in this field. Behavioural research is evolving rapidly, especially with new technologies (e.g., when the behaviours you are studying involve technologies) and analytical techniques coming up, such as AI applications in research. Being able to learn new skills on your own—whether it’s a new statistical approach or a different theoretical framework—will be very helpful throughout your career.

Finally, I would suggest focusing on behaviours that have real-world impact, while being aware of their complex contexts. My PhD research on cooling behaviors in Chinese offices showed me that even simple actions are embedded within intricate social, cultural, and infrastructural systems. When you study environmentally significant behaviours, it’s important to recognise that sustainable change requires addressing multiple layers of influence—from individual habits to organisational policies and social norms—to make sure your research effectively addresses pressing global challenges

Apart from some of the skills I mentioned above, I think communication skills and systems thinking are both important in a behavioural research career – these are also the skills I am trying to develop further.

Communication across audiences: Hone your ability to translate complex behavioural insights for diverse stakeholders. This includes both effective writing and presentation skills, which can be gained through training sessions and real-world practice. My English background and my previous presentations in many conferences and seminars during my PhD proved unexpectedly valuable when communicating research findings to non-academic partners. While often classified as a soft skill, getting your message across to the audience effectively will prove valuable in ensuring the impact of your research. 

Systems perspectives on behaviour: Build the capacity to analyse behaviors within their broader systemic contexts. In my PhD research on cooling behaviours in Chinese offices, I discovered that personal cooling choices were not simply individual preferences but were shaped by office hierarchies, industrial expectations, infrastructure, and building management. Starting directly from a zoomed-in perspective on that particular behaviour is not enough; instead, what became helpful for me back then was to first explore the more sociological perspectives of cooling, particularly through the lens of social practice theory, before I could narrow it down to my focus on social norms in my research context.