MSc Psychology and Behavioural Analytics

Digital data now dominates every aspect of our lives. Every action we take – from smartphone use to social media activity, public surveillance and even our online purchases – leaves a digital trace. Analysing digital data tells one story, but it isn’t enough to fully understand human behaviour. To do that, you need the insights that psychology provides.

The MSc Psychology and Behavioural Analytics integrates psychological insights with digital data. You will develop a specialised skill set highly sought after in today’s data-driven world and this will set you apart in the job market, opening new career opportunities.

Who is this programme for?

Anyone who wants to understand digital data through human psychology. We welcome individuals from diverse backgrounds that could include computer science, business, sociology, criminology and many more. You don’t need a psychology degree to apply.

Looking ahead to employability

Taught by world-leading academics, you will develop a rare combination of technical data analysis and psychological expertise, providing a broader perspective to tackle a wide range of professional challenges. We hone your practical skills to put your knowledge into action, allowing you to make meaningful contributions across rapidly evolving fields. You will also:

• Develop key critical thinking and communication skills, allowing you to evaluate data and convey your findings to a range of audiences
• Develop your skills with data analysis software such as R, Python, Nvivo and BORIS
• Develop your skills in qualitative and quantitative research methods to analyse both individual experiences and large-scale trends
• Undertake a placement-based dissertation, allowing you to apply and develop your skills to impactful, real-world projects
• Learn how to ethically and responsibly handle digital data

What to expect

Through a dynamic mix of data science and psychology-focused modules, you will gain hands-on experience with various types of digital data, for example:

• Visual (CCTV footage, body-cam videos and social media)
• Natural language (social media posts, blogs and online forums)
• Mobile sensor (movement tracking, sound and usage logs)

You will build a strong foundation in key psychological concepts related to behaviour, including identity, personality and cognitive decision-making. Important topics are covered such as data limitations, bias and the principles of responsible research, ensuring that you’re equipped to navigate the complexities of real-world digital data.

The final term is where everything comes together with your dissertation. Gain valuable, practical experience working on a project with either a partner organisation or within the Department of Psychology. We have dedicated support to guide you through the process, ensuring you gain relevant experience that will make you stand out to employers.

Three things we would like you to know

• Our students have investigated how CCTV recordings can provide insight into bystander behaviour
• Our students have investigated behavioural biometrics from digital footprint data, such as mobile phone usage
• Our staff are involved in the Policing Academic Centre of Excellence, providing links to digital data in policing practices