Psychology and Behavioural Analytics

MSc

  • Entry year 2026 or 2025
  • Duration Full time 1 year
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Overview

Top reasons to study with us

  • A powerful combination of psychological tools applied to data analysis

  • Placement-based dissertation, graduating with demonstrable experience on your CV

  • Approved as postgraduate research training by the Economic and Social Research Council

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

Careers

The master’s in Psychology and Behavioural Analytics opens the door to a wide range of career paths to match your interests and passions. The qualitative and quantitative insights you will be able to provide makes you a valuable asset to any employer. Roles of interest may include:

  • Social researcher
  • Data analyst
  • Behavioural analyst
  • Data scientist
  • AI trainer
  • Market research analyst
  • Human resources specialist
  • Customer experience analyst

Additionally, you may wish to use this master’s as a stepping stone for further study and a career in academia as either a lecturer or researcher.

Entry requirements

Academic requirements

2:2 Hons degree (UK or equivalent) in Psychology, Data Science, Computer Science, Sociology, Criminology, Human Geography, Politics, Law, Management and Marketing, Linguistics. Your degree needs to have covered some Research Methods and Data Analysis modules.

English language requirements

We require an IELTS (Academic) Test with an overall score of at least 6.5, and a minimum of 6.0 in each element of the test.

We also consider other English language qualifications and if your score is below our requirements, you may be eligible for one of our pre-sessional English language programmes.

Help from our Admissions team

If you are thinking of applying to Lancaster and you would like to ask us a question, complete our enquiry form and one of the team will get back to you.

We also have more details on our website about:

Pre-master's programmes

Delivered in partnership with INTO Lancaster University, our one-year tailored pre-master's pathways are designed to improve your subject knowledge and English language skills to the level required by a range of Lancaster University master's degrees. Visit INTO Lancaster University for more details and a list of eligible degrees you can progress onto.

Course structure

We continually review and enhance our curriculum to ensure we are delivering the best possible learning experience, and to make sure that the subject knowledge and transferable skills you develop will prepare you for your future. The University will make every reasonable effort to offer programmes and modules as advertised. In some cases, changes may be necessary and may result in new modules or some modules and combinations being unavailable, for example as a result of student feedback, timetabling, Professional Statutory and Regulatory Bodies' (PSRB) requirements, staff changes and new research. Not all optional modules are available every year.

Core

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Fees and funding

We set our fees on an annual basis and the 2026/27 entry fees have not yet been set.

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Scholarships and bursaries

Details of our scholarships and bursaries for 2026-entry study are not yet available, but you can use our opportunities for 2025-entry applicants as guidance.

Check our current list of scholarships and bursaries.

Important information

The information on this site relates primarily to the stated entry year and every effort has been taken to ensure the information is correct at the time of publication.

The University will use all reasonable effort to deliver the courses as described, but the University reserves the right to make changes to advertised courses. In exceptional circumstances that are beyond the University’s reasonable control (Force Majeure Events), we may need to amend the programmes and provision advertised. In this event, the University will take reasonable steps to minimise the disruption to your studies. If a course is withdrawn or if there are any fundamental changes to your course, we will give you reasonable notice and you will be entitled to request that you are considered for an alternative course or withdraw your application. You are advised to revisit our website for up-to-date course information before you submit your application.

More information on limits to the University’s liability can be found in our legal information.

Our Students’ Charter

We believe in the importance of a strong and productive partnership between our students and staff. In order to ensure your time at Lancaster is a positive experience we have worked with the Students’ Union to articulate this relationship and the standards to which the University and its students aspire. Find out more about our  Charter and student policies.