Behavioural Data Science for Decision-Makers
Discover how behavioural data can reveal insights to support smarter, ethical business decisions.
Duration
3 weeksWeekly study
3 hoursLanguages
English, ItalianoEnglish, Italiano
Behavioural Data Science for Decision-Makers
This course has been certified by the CPD Certification Service as conforming to continuing professional development principles. Find out more.
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Apply behavioural data science to make better decisions in business
Learn to connect behavioural theory with practical data skills to uncover what shapes decision-making, from customer behaviour to workplace motivation.
Each week, you’ll build your confidence in data collection, analysis, and communicating insights for action.
Ethical approaches to behavioural data
Understand why integrity and privacy matter, and explore real-life dilemmas faced by professionals in sales, marketing, HR, and research.
You’ll learn the legal and ethical foundations of collecting and handling behavioural data in different organisational environments. Implementing ethical data projects that inspire trust and safeguard wellbeing.
Analysing human behaviour with data
Master the essentials for storing, processing, and analysing behavioural data using techniques ranging from simple statistics to machine learning. You’ll see how data points, can reveal deeper cognitive, social, and situational patterns.
You’ll build fluency in choosing indicators and tools that suit your goals, unlocking new understanding in customer engagement, team motivation, or forecasting.
Communicate behavioural insights for action
Masker skills in visualising and presenting behavioural findings with clarity. Learn to shape insights into stories that drive positive change, blending tables, figures, and plain English for every audience.
You’ll walk away with the ability to evaluate and challenge the behavioural claims made by others, so your decisions remain sharp, ethical, and evidence-based.
Syllabus
Week 1
Understanding Behaviour through Data
Welcome!
Data tells us what people do; behavioural science tells us why. In week 1, Vladimir shows how to select behavioural data and introduces core ideas from decision-making theory.
Measurement, indicators, and latent variables
Business decisions often rely on abstract concepts such as trust, engagement, risk sensitivity. But how do we measure what we cannot directly observe?
Decision-Making: An Overview
Each data point reflects decisions - by a customer, a user, an employee, a partner. In this video, we introduce key theories of decision-making that allow us make sense of data.
Check your knowledge!
Check what you have learned so far in this short quiz!
Case Study
In this case study we bring it all together. Step by step, we follow an example where behavioural science made the difference between success and catastrophe.
Week 2
Extracting Value from Data
Welcome to week 2!
This week Dr. Kapitany will cover how to ensure that the data we collect can be be used to generate behavioral insights that are ethical, secure, and grounded.
Data Ethics, Hygiene, and Planning for Future Research
Learn how to avoid the pitfalls and traps of working with data. In this video we cover how to collect data safely, store it securly, and ensure it's future proof.
Traditional methods vs. Big Data and Machine Learning
Here we discuss the nuts and bolts of data analysis. Traditional and 'Big Data' methods have pros and cons. Which tool is the right one for the job at hand?
The Complex Realities of Data Analysis - Two Case Studues
Data alone is insufficient to reveal insight. But how can we be sure that our insights are accurate and useful? Here, we discuss two case studies, and arrive at some fruitful conclusions.
Week 3
Communicating Insights and Looking Ahead
Welcome to week 3!
Communication in data science is key. Find out how to visualise your data clearly from Rohan by following the steps below
The Power and Purpose of Data Visualisation
They say a picture can tell a thousand words, but a good figure or graph can tell a magnitude more. How do we ensure our visualisations are saying what we need them to say?
Check Your Knowledge
This is a final quiz on the content presented in this course.
Wrap up
In our final video, Drs. Ponizovskiy and Kapitany summarize key points and intended learning outcomes of the 'Behavioral Data Science for Decision-Makers' course.
Who is this accredited by?
The CPD Certification Service was established in 1996 and is the leading independent CPD accreditation institution operating across industry sectors to complement the CPD policies of professional and academic bodies.
When would you like to start?
Date to be announced
Add to Wishlist to be emailed when new dates are announced
Learning on this course
On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.
What will you achieve?
By the end of the course, you‘ll be able to...
- Cognitive, social, and situational contributions to behavioural choices
- Behavioural indicators for use cases
- Tools for behavioural data analysis
- Data collection and storage pipelines
- Principles of Data Visualisation
Who is the course for?
This course is ideal for anyone keen to use behavioural data for smarter, more ethical decision-making. From business professionals, leaders to analysts in sales, marketing, strategy, and HR.
Who will you learn with?
Vladimir is an Assistant Professor of Psychology at Durham University, UK. His research examines motivation, values, and behavioural change.
Who developed the course?
Durham University
Durham University is a collegiate university with long traditions and modern values, proud to be an international scholarly community which reflects the ambitions of cultures from around the world.
Learning on FutureLearn
Your learning, your rules
- Courses are split into weeks, activities, and steps to help you keep track of your learning
- Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
- Stay motivated by using the Progress page to keep track of your step completion and assessment scores
Join a global classroom
- Experience the power of social learning, and get inspired by an international network of learners
- Share ideas with your peers and course educators on every step of the course
- Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others
Map your progress
- As you work through the course, use notifications and the Progress page to guide your learning
- Whenever you’re ready, mark each step as complete, you’re in control
- Complete 90% of course steps and all of the assessments to earn your certificate
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