Turning ideas into action

Dr Umar Taj’s career has been anything but conventional. As the founder of Nudgeathon and Associate Professor of Behavioural Science at Warwick Business School, Umar has dedicated himself to tackling complex challenges in innovative ways. Launched in 2015, Nudgeathon combines behavioural science with collaboration to help participants approach problems with fresh perspectives and shared ownership.

Drawing on evidence-based insights, the initiative has grown into an internationally recognised platform, uniting people from diverse backgrounds to create meaningful solutions. For Umar, it’s not just about solving one problem but equipping participants with the tools to tackle future challenges.

From Islamabad to Warwick

Growing up in Islamabad, Pakistan, Umar always had aspirations that set him apart. Rather than following his father into the family business, he pursued his passion for numbers and problem-solving at the University of Warwick. While studying Mathematics, Operational Research, Statistics, and Economics, Umar discovered Behavioural Science—a field that combined his love for human behaviour with analytical thinking.

“I had never met so many people from different backgrounds. It was an adventure that ignited my curiosity.”

Turning theory into practice

Umar’s academic journey didn’t stop there. During his PhD at Warwick Business School, he developed a computer game to study antibiotic adherence, which became the foundation for Nudgeathon.

The success of Nudgeathon lies in its practical and inclusive approach, driven by Umar’s deep curiosity about human behaviour. Fascinated by how small changes in the way choices are presented can significantly influence decisions, he saw behavioural science as the perfect blend of curiosity and rigour. Its quantitative nature—demonstrating whether something truly works—cemented his passion for finding solutions that make a real-world impact.

Becoming a catalyst for global change

Umar's work extends far beyond the classroom. He has established Pakistan's first behavioural science lab and collaborated with international organisations like the United Nations and the World Bank. His projects range from using virtual reality to foster social cohesion to designing recruitment programs that guide vulnerable youth away from violence.

Through it all, Umar remains focused on creating lasting impact: "Nudgeathon is about more than solving one problem--it's about teaching people skills they can use to create change in their own communities and careers."

"It's about creating a collective understanding and working together to solve challenges."

A vision for meaningful impact

Umar's story reflects Warwick Business School's ethos of empowering leaders to make a difference. For him, it's about using every opportunity to inspire others and drive meaningful change. "I've been fortunate in the opportunities I've had," Umar says. "Now, I want to use them to make a difference and inspire others to do the same."