Dr Paulina Lang

Dr Paulina Lang leads behavioural science at MMR Research, where she works with some of the world’s leading CPG brands on understanding consumer behaviour, and what that means for how those brands innovate, communicate and grow. She brings behavioural science into consumer research as a practical lens for uncovering the frictions, motivations and contextual forces that shape real decisions. Much of that work now turns on sustainability: how brands reformulate, what they claim, and how consumers respond. Her current interest is in the intention–action gap in sustainable choice – how sustainability cues shape product expectations, and what they go on to select. Paulina’s career began in academia, where she trained as an experimental psychologist at the University of Glasgow and worked in applied research before completing a PhD in social psychiatry at Queen Mary University of London. She then moved into UK government as a behavioural scientist before joining MMR in 2023 as Head of Behavi