The most unique program in the world

It is estimated that only 1% of customer data is analyzed by organizations, revealing a major insights-to-action gap. The MRCB program prepares students to cover this insights-to-action gap with the most unique and comprehensive skill-set

Student Profiles

Business

BUSINESS
Recent graduates or professionals in the field of general business or marketing

Social Sciences

SOCIAL SCIENCES 
Recent graduates or professionals in psychology, communications, sociology, anthropology, among other social sciences

Applied Sciences

APPLIED SCIENCES 
Recent graduates or professionals in engineering, math, actuarial analysis, among other applied sciences

THE FOUR PROGRAM AREAS

The MRCB program combines four areas essential to a consumer expert. You will understand how consumers think, feel and behave through the courses of Consumer Psychology & Behavior. You will apply traditional and modern research methods on quantitative and qualitative analysis. After obtaining the insight you will be able to transform this into strategic business decision and you will practice your soft skills through presentations and teamwork.

Business Marketing & Strategy

Learn to drive business decisions through using consumer insights by understanding areas of marketing offline and online as well as market understanding. In this area you will be able to gain the skills to understand the “big-picture” of business. In order to incorporate the value of your findings obtained through consumer insights you need to understand the implications of different strategic decisions and how these affect your marketing strategy or the business strategy as a whole.

Courses

  • Market Research Industry & Careers
  • Marketing Fundamentals
  • Managing the Customer
  • Digital Branding & Advertising
  • Market Intelligence: Industry Analysis & Strategy
  • Driving Business through Market Research
  • Product Launch Simulation
  • Marketing Products and Brands

Consumer Insights & Analytics

Master the qualitative and quantitative tools and techniques needed to gather the data necessary to understand markets and consumers. In the world of consumer research there are multiple methodologies used, both traditional and modern, that are able to meet the demand for a specific type of data. Gathering the right data to conduct analysis is crucial for any consumer or market study. Learn how they work and how to use them.

Courses

  • Introduction to Market Research
  • Focus Groups & In-depth Interviews
  • Observational Methods
  • Surveying Consumers & Citizens
  • Introduction to Statistics for Professionals
  • Quantitative Tools for Data Analysis
  • Market Research Panels
  • Web Mining & Social Media Monitoring
  • Industry Applications of Market Research
  • Preparation survey data sets

Consumer Psychology & Behavior

Understand how to test and understand how consumers think, feel and behave. The truth is, consumers do not always make rational decisions or decisions based on data and understanding their psychology is key to achieve success with any product or service. Learn how to apply ethnography, neuromarketing, and many other behavioral concepts to daily business decisions. Achieve a psychological understanding of the consumers’ decision-making journey when identifying with brands or making purchasing decisions.

Courses

  • Psychological Foundations of Behavior I
  • Psychological Foundations of Behavior II
  • Consumer Identity & Personality
  • Consumer Decision Making
  • Ethnography, Anthropology & Cultural Marketing
  • Neuromarketing
  • Behavioral Economics & Well-being
  • The Psychology of Influence & Persuasion

Professional Skills

Develop effective skills for working in teams, communicating results and managing your career. Go beyond the knowledge provided by business cases and gain important advancement in your soft skills. How do you become behaviorally fit? How can you lead positively? Through the professional skills courses you will be able to find answers to these questions, know yourself better and let others see the best side of you in the professional and personal arenas. In today’s world, emotional intelligence and soft skills are equally important as the hard skills.

Courses

  • Innovation, Creation & Entrepreneurship
  • Positive Leadership & Behavioral Fitness I
  • Positive Leadership & Behavioral Fitness II
  • Team Building I
  • Team Building II
  • Presentation skills
  • Communication Effectiveness
  • Careers Workshops

THE STRUCTURE

During the 10 months the program will be divided intro three parts called Terms. Each of these terms will combine courses from the four areas mentioned above and the main final assignment at the end of each Term will be one of the consulting projects explained below. The program usually starts the first week of October.

The Program

THE CONSULTING PROJECTS

During the 10 months, you will work on three different projects with leading companies in the industry. Solve real-life challenges that clients face when trying to understand consumers. Develop your professional skills by working in a diverse groups and presenting to real company executives.

DURATION
4 Days

THE PROJECT
Millward Brown assigns your team a realworld consumer marketing case during the first term. A real-world marketing case during the first term.

MISSION
Understand the business situation and recommend appropriate marketing actions that the client should pursue.

PANEL
Millward Brown Executives and Professors

millward-brown

DURATION
6 weeks

THE PROJECT
Your team works with Nielsen to address a real client situation and conducts market research to discover consumer insights and develop recommendations for the client.

MISSION
Understand the business situation and recommend appropriate marketing actions that the client should pursue.

PANEL
Nielsen Executives, Executives from Client, and Professors

nielsen

DURATION
8 weeks

THE PROJECT
Your team integrates knowledge and skills from the program to develop a unique approach to solving a real-world challenge provided by the client.

MISSION
Integrate learning across the Master program (business, research, consumer behavior, leadership) to develop an appropriate research approach, conduct the research, and present recommendations to the client.

PANEL
Executives from Client, and Professors

telefonica

THE FACULTY

Your best guide throughout the IE MRCB experience will be the faculty. They do not only have outstanding academic backgrounds but also successful careers in their field of expertise.

Ellen Hamilton Newman
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Ellen Hamilton Newman

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Professor Hamilton is an associate professor at IE University where she teaches psychology courses on the topics of cognition, emotion, social cognition, human development, and research methods. Dr. Hamilton has conducted experimental research in the United States and China, and has worked in several leading not-for-profit organizations focused on improving education for students growing up in low-income and high-risk environments. Outside of her teaching and research, Dr. Hamilton enjoys running, hiking, playing Ultimate Frisbee and reading mystery novels.
Juan Marín
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Juan Marín

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Professor Juan has previously led the Global Top Accounts in Google, responsible for servicing and generating revenues from Google´s largest advertisers around the world. He has spent most of his professional career working in Leadership positions in Marketing and Sales Areas. He is also an entrepreneur and enjoys riding mountain bikes and motorcycles.
Lee Newman
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Lee Newman

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Professor Newman is currently the Dean of IE’s School of Human Sciences & Technology. His expertise is in the area of managerial judgment and decision making. His research and teaching focus on (i) helping professionals understand and regulate behavioral biases that threaten effective decision making, and (ii) how positive psychology can be applied to training more effective leaders. Professor Newman served as an Engagement Manager in the Chicago office of McKinsey & Company. Following his role as consultant, he founded and served as a senior manager in two technology companies in New York City. In his free time, he enjoys hiking, listening to music from around the world, and traveling.
Pepe Martinez
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Pepe Martinez

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Professor Martinez has more than 20 years of experience in Qualitative Research. Currently Managing Director of Millward Brown Iberia, previously Managing Director of Millward Brown Spain. As an entrepreneur, he was one of the founding partners of Ergo Advanced Research. This company was purchased by Millward Brown in 2001. He has led two international psycho-sociological studies: “Young Europeans and their brands” and “Young families and their brands” (Europe and Latin America).
Pedro Sanudo
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Pedro Sanudo

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Professor Sanudo is a media/entertainment/technology Executive and Entrepreneur with more than fifteen years of experience in marketing, strategy & business development working with multinational publicly listed companies. His professional experience is a mix between corporate and entrepreneurial ventures he was the founder of Innovadreams. Previously Marketing Consultant, Geely/Volvo in China, European Advertising Director for Yahoo! In the UK, and European Direct Marketing Manager of Nintendo in Germany, among other roles of responsibility.
C. Todd Lombardo
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C. Todd Lombardo

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Professor Lombardo is an expert generalist. Being an innovator and designer of experiences means taking the context into account. With years in marketing and product development experience, he understands what it takes to bring an idea to a launched product or service offering within an organization. He is a design thinker and part of the global NextSensor team and frequently speaks at conferences. He has worked as a consultant for many companies large and small such as: Harley-Davidson, Lowe’s, Volkswagen, RedBox, Workbar, and Constant Contact.
Ana Rumschisky
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Ana Rumschisky

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After completing her bachelor degree, Ana worked 19 years in senior positions in the Gillette and Kraft companies before being appointed Director of Marketing of the Cortefiel fashion group. Since 2005, Ana has been an Associate Professor of Marketing and Strategy at IE Business School and IE University. She is also an Associate Professor at the ESCP Europe Business School teaching for the MIM program.
Jaime Veiga
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Jaime Veiga

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Professor Veiga teaches Observational Methods in the Master in Market Research and Consumer Behavior (MRCB). Jaime started his career as R&D Chemical Engineer at Procter & Gamble, in Brussels. On 2009 he’s assigned as Market Research Senior Manager Western Europe at Procter & Gamble, where he manages a team of experts on research at the point of sale. In 2011 he comes back to Madrid as Shopper Market Senior Manager, where he’s an expert on the shopper, working closely with sales teams and key distributors. Jaime loves travelling and sports (badminton especially), and he’s passionate about understanding what it goes in our mind (Psychology, NeuroSciences).
Marco Caserta
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Marco Caserta

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Marco Caserta received his Ph.D. in Industrial Engineering and Operations Research from the University of Illinois (USA), after earning his MSc in Management Engineering from the Politecnico di Milano (Italy). Prior to joining IE, Marco held faculty positions at Hamburg University in Germany, Tecnológico de Monterrey in Mexico, and the University of Illinois in the United States. He is a professor of statistics at IE University and optimization related courses at IE Business School. He has published a number of papers in international journals in the area of operations research/management science.
Juan Ferrer Vidal
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Juan Ferrer Vidal

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Juan has almost 30 years of experience in Marketing and Marketing Services, locally and internationally. He joined Millward Brown as of mid 2006 as Managing Director Millward Brown Spain, and two years later became Head of Southern European Countries and later COO of Millward Brown in Europe. He is also a member of Millward Brown Euroboard since 2008 and Global Chief Client Officer for Telefónica.Juan was awarded with the ESOMAR Prize to Innovation and with the Colibri Prize for Innovation by Lever Europe.
Balvinder Singh Power
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Balvinder Singh Power

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Balvinder is English of Indian origin, resident in Madrid, Spain. He is a Business & Finance graduate who also studied a Masters in Mediation from the University of London. Currently, he is a Board Member and Director at BOOSTER Space Industries and AERDRON, an innovative international Sub-Orbital Space/Aerospace project and UAV/Drone Consultancy with important stakeholders in Spain, Europe and the US. He is an Associate Professor at IE Business School and a qualified and experienced trainer, giving sessions globally on Leadership, Team Management and Motivation, Innovation Culture, Mediation/Conflict Resolution Skills, Entrepreneurship and the New Commercial Space Industry.
Daniel Mayoral
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Daniel Mayoral

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After four years as a consultant in Accenture, he makes a career change to the Development Area in Agilent Technologies. Daniel has participated in all aspects of organizational development. Nowadays he is an entrepreneur is focused on helping people and organizations in the development of tools and training programs that allows personal and professional development. Daniel has been teaching at IE in 2004.
Michel Sara
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Michel Sara

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Michel has 27 years of consulting experience in marketing and communications for Fortune 500 companies. Michel Sara supervised more than 100 marketing effectiveness projects globally in most major categories. Prior to his 13-year experience in the area of strategic resource allocation, he has worked for 10 years in communication agencies. In his last position, he acted as Managing Director of J. Walter Thompson in Paris.He is a graduate of the MIT Sloan School of Management and holds a Masters’ Degree in Economics from the University of Paris-II Pantheon-Assas.
Javier Bernad
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Javier Bernad

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Javier Bernad is the founder of Speak & Span, a training center in Public Speaking skills. Before launching Speak & Span, Javier was CEO of MediaCom España, one of the largest worldwide advertising media planning agencies. He was previously Managing Director of Mediaedge:cia, an advertising media planning agency. His professional experience ranges across companies like Procter & Gamble, British American Tobacco and Buongiorno. Javier holds a Master’s Degree in Corporate Communications from Universidad Complutense, a Bachelor’s Degree in Law and a Bachelor’s Degree in Business Administration from ICADE.
Michael Roe
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Michael Roe

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A market research professional with Research International, Michael became a freelance research trainer/consultant. During his career he conducted market research projects for major multinational clients all over the world. He has presented papers at ESOMAR conferences and seminars in Europe, the U.S. and Japan. He is the author of textbook “Market Research in Action” and designer of the unique market research training simulation ‘microlaunch’.
Juan Díaz Andreu
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Juan Díaz Andreu

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Juan has 22 years of experience in Finance, Private Equity, Technology and expertise in talent development, corporate finance, planning, business development, and project management. Key strengths: leadership, communication and analytical skills, problem solving, strategic decision-making, and team management. Juan graduated from UCLA Anderson School and Chicago Booth.
Ruth McNeill
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Ruth McNeill

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Ruth is a market researcher with a long background in international and business research. She runs her own research consultancy and has trained extensively for the Market Research Society. Her earlier career was as a marketing analyst, and then manager, at Unilever, followed by 15 years as a director of Research International. She wrote an acclaimed book “Business to Business research, understanding and measuring business markets”. Ruth has specialized in branding and customer service work but also has worked extensively both domestically and internationally for corporates and NGOs in many areas. She enjoys both qualitative and quantitative research.
Miguel Ángel Fontan
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Miguel Ángel Fontan

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Miguel Ángel is currently the Managing Director at Kantar Media Intelligence in Kantar Media. He is an expert in Market Research and Communication and Media Services.He is frequent speaker at media and research events and also cooperates very actively with several universities. Miguel Angel holds a double degree in Business and Law from ICADE.
Andrew Vincent
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Andrew Vincent

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Andrew has been a market research practitioner for more than 25 years and is currently co-owner of a specialist research consultancy, Waves. He mostly works in the Consumer and Health sectors with a particular emphasis on technology; and during his career has conducted research in a wide range of countries. He is an experienced educator in the research sector and has conducted training in Africa, Asia, Europe and the US. Despite of his math background at University he also now has more than 20 years’ experience of qualitative moderation. He is also an active member of both the UK Market Research Society and ESOMAR.
Ángel López-Jáuregui
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Ángel López-Jáuregui

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Angel López-Jáuregui is an economist and financial expert with over 18 years of experience in the areas of Finance and Market Research at Fast Moving Consumer Goods multinational companies such as: Kimberly-Clark, PepsiCo, The Gillette Company and currently at Procter & Gamble.He has experience in financial management, consumer and market knowledge at core leadership brands including Aquafina®, Ariel®, Braun®, Duracell®, Fairy®, Gillette®, Head & Shoulders®, Herbal Essence®, Kleenex®, Lipton®, Max Factor®, Mountain Dew®, Olay®, Oral-B®, Pantene®, Pepsi®, Sassoon®, Scottex®, Sebastian®, Seven Up®, SK-II®, Wella ®. Angel has been teaching at IE since 2012 and he lectures in different training programs and Forums for professionals and executives.

Academic Standards

Code of Ethics

CODE OF ETHICS

The IE Community is dedicated to the promotion of ethics and
integrity in the world of business

Evaluation criteria

EVALUATION CRITERIA

Students are evaluated based on the GPA on the four-point scale and using what is often referred to as a “curve” system

Group work

GROUP WORK

Working in teams is essential while at IE. Groups will be assigned by the academic teams focusing on brining together diverse groups

CLASS PARTICIPATION

Every class at IE is conducted as a discussion in order to bring in together different points of view. Participation is key to the evaluation of students at IE