Ruth Quezada

DEFINE YOUR EXPERIENCE IN THE MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR IN ONE WORD.

Enriching.

HOW HAS THIS PROGRAM SHAPED YOUR PROFESSIONAL PATH, AND HOW DOES IT SHOW UP IN THE WORK YOU DO NOW? 

This program has strengthened my understanding of consumers. It has helped me develop a more critical and analytical mindset that I use every day as a Market Research Specialist. Whether I am interpreting insights, shaping strategies, or analyzing market trends, I can clearly see how the Master in Market Research and Consumer Behavior shaped the way I think. It increased the impact of my work and helped me make more informed, meaningful decisions.

WHAT DREW YOU TO STUDY CONSUMER BEHAVIOR AND MARKET RESEARCH AT IE, AND HOW DID THE PROGRAM ALIGN WITH YOUR PERSONAL OR PROFESSIONAL GOALS?

I did my bachelor’s in marketing because it blended business, psychology and creativity in a way that felt natural to me. After graduating, I moved deeper into data analysis and discovered how much I enjoyed understanding consumer behavior through insights and numbers. But I wanted to go further and explore the psychology behind consumers and their decisions.

The Master in Market Research and Consumer Behavior offered the perfect balance between analytical tools and behavioral understanding and IE is a school with a strong academic reputation and a truly international community. Learning alongside people from so many cultures was something I deeply valued, and today I can say that I have friends all over the world thanks to this experience.

The program aligned perfectly with my goals because I wanted to strengthen my technical skills while also developing a deeper, more human understanding of consumers. I was looking for a Master’s that would help me grow professionally in the areas of consumer insights and strategy, especially within the beauty, fashion, and luxury sectors. The Master in Market Research and Consumer Behavior gave me the knowledge, tools, and confidence to take the next step in my career, and it helped me move closer to the kind of work and industries I feel most passionate about.

CAN YOU SHARE A PROJECT, CASE STUDY, OR REAL-WORLD CHALLENGE FROM THE PROGRAM THAT HAD A LASTING IMPACT ON YOU?

During the program, we worked with respected companies in Market Research such as NIQ, Kantar and global companies such as Colgate and Kenvue. Each challenge taught me to build research proposals from scratch, to use specialized tools and to understand the Spanish market giving me the opportunity to feel it like a real professional experience. Also working with multicultural teams showed me how much we can achieve when different perspectives come together.

In the Luxury, Fashion and FMCG Track, I also had the chance to work on projects with LVMH, which helped me understand the dynamics of the fashion and luxury industry in more detail. It confirmed my interest in this sector and helped me learn how to approach insights for a very specific type of consumer.

HOW ARE YOU APPLYING WHAT YOU’VE LEARNED IN THE MASTERS IN YOUR CURRENT ORGANIZATION?

I use what I learned in Master in Market Research & Consumer Behavior every single day. The program gave me a solid foundation in understanding consumers, evaluating insights, and thinking critically and analytically.

Staying updated on industry trends, whether in market research or in the luxury sector, helps me bring better ideas and strategies to my work. Understanding consumers is essential for building strong marketing plans, and this master’s prepared me perfectly for that. It has helped me elevate the quality of my work and make decisions that create a real impact.

WHAT WAS THE MOST CHALLENGING PART OF YOUR LEARNING JOURNEY, AND HOW DID YOU GROW FROM IT?

The biggest challenge was adapting to a new country on my own while managing the intensity of a fast-paced Master. Finding the right balance between academics, personal life and enjoying everything that Madrid offers taught me to be more organized and intentional with my time.

This experience helped me grow not only academically, but personally and the friendships I built along the way became one of the most meaningful parts of my journey.

HOW HAS YOUR EXPERIENCE COLLABORATING WITH PEERS AND PROFESSORS IN THIS MASTER’S SHAPED THE WAY YOU APPROACH CONSUMERS, TEAMS, OR CLIENTS TODAY?

The professors at IE made a huge difference in my experience. Their professional expertise and human warmth created an environment where I learned not only technical skills but also valuable personal lessons.

Working with classmates from all over the world broadened my perspective and helped me approach problems with a more open and global mindset. The constant teamwork strengthened my collaboration skills, and these are skills I continue to apply in my professional life every day.

WHAT DREW YOU TO CHOOSE THE LUXURY, FASHION & FMCG TRACK, AND HOW DID IT COMPLEMENT YOUR EXPERIENCE IN THE MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR?

I have always been passionate about fashion and the beauty industry, and I had already worked in this sector before the Master’s. When I discovered the course options and the level of professors who hold senior roles in companies such as Loewe, L’Oréal, Cartier, Richemont, Shiseido and Estée Lauder, I immediately knew it was the right direction for me. Their experience brought the industry to life in a way that was both inspiring and incredibly practical.

This track complemented my Master’s in Market Research and Consumer Behavior by allowing me to apply everything I was learning to the specific context of luxury, fashion and FMCG. The combination of behavioral insights, data analysis and industry specific knowledge helped me understand how these sectors think, innovate, and connect with consumers on a deeper level. It brought together my analytical training and my passion for this industry, and it helped me see how research can directly influence brand strategy, product decisions and consumer experiences. Learning directly from industry leaders made the entire journey even more meaningful and confirmed that this is the field where I want to continue growing.

HOW DID THIS TRACK INFLUENCE THE WAY YOU UNDERSTAND OR APPROACH CONSUMER INSIGHTS WITHIN THE LUXURY AND FASHION INDUSTRIES?

The track helped me understand the luxury, fashion and FMCG industries from a much more strategic and consumer-centered perspective. I learned how these sectors rely not only on functional attributes but also on emotional value, brand heritage, aspiration, and the creation of meaningful experiences. This changed the way I interpret insights, because it taught me to look beyond traditional data points and consider the symbolic and psychological factors that influence consumer behavior.

Working on real projects with brands in the luxury space showed me how important it is to understand the cultural context, the nuances of exclusivity, and the mindset of a highly selective audience. The track gave me the tools to connect research with brand storytelling, product decisions and long-term value creation. It helped me approach insights with a deeper understanding of what truly drives loyalty and desire in these industries, and it reinforced my passion for building strategies that respect both data and the emotional side of consumers.