Master In Market Research & Consumer Behavior

Master in Market Research & Consumer Behavior

Drive consumer engagement through behavior analysis and effective strategies
duration10 months
languageEnglish
locationMadrid
intakeSeptember*
FormatIn-person
MODE OF STUDYFull-time

LEVERAGE MARKET AND CONSUMER INSIGHTS FOR BUSINESS SUCCESS

The Master in Market Research & Consumer Behavior is an innovative program designed to delve into neuromarketing—the consumer psyche—uncovering and interpreting the motivations behind their behaviors. This program integrates business, marketing, data analytics and consumer behavior studies to empower you to obtain deep insights through both quantitative and qualitative market research. At the same time, you’ll learn to develop informed business strategies and actionable plans that meet and anticipate current and future market demands.

Over the course of 10 months, this program guides you through an intensive educational journey to prepare you for a specialized career in market research and consumer behavior.

  • The journey begins with the Common Core Period, where you’ll study alongside other students in marketing, communication and sales. You’ll build your foundational skills—enhancing your analytical, creative and digital capabilities—while networking with a diverse group of peers.
  • As part of your development, you can pursue additional certifications from recognized digital leaders such as Google or Salesforce, as well as the IE University Sustainability Certificate, crafted by our globally acclaimed faculty.
  • Experience is crucial for real-world impact. Participate in our Global Immersion Week or Social Impact Week for firsthand experiences with top industry players in international hubs such as London, Ghana, Amsterdam and South Africa.
  • Following the main program, you have the option to engage in a three-month Career Sector Track, where you can further specialize your expertise in areas such as Marketing and Tech or Marketing for Consumer Goods, Luxury and Fashion.

*The 2025-2026 intake starts on September 8th.

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WANT TO KNOW MORE?

YOUR PROGRAM, PART OF THE STAGE EXPERIENCE

By studying a program in Marketing, Branding & Sales, you’ll be a part of something bigger than just your studies, something we call The Stage. All programs will benefit from The Stage experience, which includes a Common Core Period with fundamental courses and optional program ad-ons such as: certifications, international experiences, career sector track extension. The Stage ensures that you not only create lifetime friendships and professional networks but will also have a well-rounded education that prepares you for the next stage: a successful career after graduation.

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ABOUT THE PROGRAM

WHO IS THE MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR FOR?

  • IT'S FOR INDIVIDUALS WHO...

    are motivated by consumer behavior, psychology and the data analytics side of market research, and wish to gain in-depth insights to achieve a more holistic understanding of consumer needs.

  • ARE LOOKING FOR...

    a program that combines a variety of skills across a range of areas, including consumer psychology, insights, analytics and marketing intelligence. As a result, they want to understand the consumer’s behavior and leverage this knowledge to drive companies forward. A student may, in the future, work as a qualitative researcher, ethnographer, insights and analytics manager, data scientist, behavioral scientist, product/business analytics/market intelligence expert or many more.

KEY AREAS OF THE MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR

  • COMMON CORE PERIOD

  • BUSINESS MARKETING & STRATEGY

  • CONSUMER INSIGHTS & ANALYTICS

  • CONSUMER PSYCHOLOGY & BEHAVIOR

REASONS TO STUDY THE MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR

IE University molds students into future-forward and well-rounded professionals, using methodologies that put innovation and employability at the forefront.

  • 01.

    SKILLS TO SET YOU APART

    Become an expert in areas that employers are seeking in the new digital economy, such as consumer psychology and behavior, marketing intelligence, consumer insights and analytics.

  • 02.

    LEARN FROM THE REAL PIONEERS IN MARKET RESEARCH AND INSIGHTS

    Our faculty is made up of a diverse group of academics and professionals. As mavericks in their corresponding fields, they bring real-world expertise into the classroom.

  • 03.

    LEARN BY DOING

    You’ll work on practical projects to generate and implement insights-based innovative ideas and transformation strategies from the very beginning. You’ll continue to apply what you learn throughout the program.

  • 04.

    CAREER-FOCUSED PROGRAM

    Businesses desperately need professionals who can gather marketing intelligence to understand how and why consumers make decisions in today’s tech-driven world and address them with actionable plans.

  • 05.

    Big Data and machine learning will bring data collection to everyone's fingertips

    So the organic evolution is for Market Reserachers to focus on the “why” of human behavior.

YOUR FUTURE NETWORK

STUDENT PROFILES

  • BY ACADEMIC BACKGROUND (%)

    Business
    Social Sciences
    Hospitality
    Humanities
    Economics
    Science
    Engineering
  • by Region (%)

    Europe
    Spain
    Latin America
    North America
    Middle East
    Asia Pacific
  • by Industry (%)

    Consumer Products & Retail
    Healthcare & Education
    Consulting & Industrial Products
    Marketing / Media / Technology
    Fashion / Real estate
    Banking / Insurance / Financial Services
    Aerospace / Chemical / Energy & Utilities
    Tourism & Hospitality
  • 40
    nationalities represented in class
  • 80%
    percent of international students in class
  • +80K
    IE University Alumni in your network to help you get where you want to go
  • Career Opportunities

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DISCOVER MORE ABOUT CAREER OPPORTUNITIES WITH THE MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR

STUDENT EXPERIENCE

DISCOVER THE STUDENT EXPERIENCE

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    AUSTIN'S EXPERIENCE

    “The most fulfilling part of the program has been the challenge.”

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    ESPERANZA'S EXPERIENCE

    “The professors are not only instructors but professionals in their own industry, which is very enriching.”

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STUDENT SUCCESS STORIES

At IE Business School, one of our core goals is to blend expert teaching with practical learning, equipping students for real-world success. Our current students in the Master in Market Research & Consumer Behavior program are making remarkable strides in their careers, securing prestigious internships and positions at leading global companies. 

Learn more about their journeys here:

MARKETING, COMMUNICATION & SALES: WHAT COULD YOUR FUTURE LOOK LIKE?

our faculty

OUR MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR ACADEMIC DIRECTOR

Jaime Veiga - Professor, Master in Market Research & Consumer Behavior

Academic Director – Master in Market Research & Consumer Behavior, IE University

Global Strategic Insights – Southern Europe Head, Johnson & Johnson

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MEET OUR MARKETING, COMMUNICATION & SALES PROFESSORS

MAKE IT A DUAL DEGREE - DOUBLE YOUR IMPACT

Pursue two disciplines while gaining insight from different perspectives and ways of thinking. You'll cover the contents of two master's programs—and graduate with two diplomas—ensuring in-depth expertise that maximizes your value in the job market.

Experience Madrid

Madrid is one of the most popular cities in Europe for Gen Z travelers and one of the most student-friendly cities in Spain, with a great, affordable public transport network, cool underground culture and fabulous nightlife. But Spain’s capital is also home to international companies of stature, including Google, Microsoft and Apple, creating a myriad of opportunities for professional experience.

Madrid is in a league of its own and provides the perfect backdrop for rounding off a unique educational experience.

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    Frequently Asked Questions

    • If you’re motivated by consumer behavior, neuromarketing, psychology and the data analytics side of market research, and want to gain an in-depth understanding of consumer needs, the Master in Market Research & Consumer Behavior could be a great choice for you.

    • IE University’s Master in Market Research & Consumer Behavior is a one-of-a-kind program, combining consumer psychology with research and analytics methods.

    • The Master in Market Research & Consumer Behavior combines business, marketing, data analytics and consumer behavior, allowing you to gain unique customer insights into the quantitative and qualitative aspects of market research—both of which are critical to guiding business strategies and actionable plans that address the market’s current needs and anticipate those of tomorrow. You’ll also learn about neuromarketing methods, customer psychology and marketing intelligence.

    • The Master in Market Research & Consumer Behavior covers a range of areas, including consumer psychology, insights, analytics and marketing intelligence. You’ll learn to use consumer insights to drive impactful business decisions, tackle the qualitative and quantitative tools and techniques needed to gather data, and use that data to understand markets and consumers. Using ethnography, neuromarketing, surveys, observational methods and other behavioral concepts, you’ll discover why consumers don’t always make rational decisions. On top of that, you’ll develop the communication skills necessary for today’s workplace by working in teams on real-world projects.

    • The Master in Market Research & Consumer Behavior is a full-time, 10-month program, delivered in person in the heart of Madrid’s bustling business hub.

    • The Master in Market Research & Consumer Behavior focuses on four main pillars: business marketing and strategy, consumer insights and analytics, consumer psychology and behavior, and professional skills.

    • The Master in Market Research & Consumer Behavior begins in the first term with a Common Core Period shared with all the Marketing, Communication & Sales programs, designed to cover the fundamentals of several key areas. This is followed by an introduction to specialist areas such as statistics, focus groups and surveys. In the second term, you’ll develop knowledge of a variety of methodologies, tools and behaviors to help you better understand company operations and make effective business decisions. You’ll also sharpen your soft skills, in turn enhancing your employability. The courses in the third term cover a range of topics that build upon your knowledge of market research and consumer behavior, as well as prepare you for success in your final consulting project, where you’ll apply the knowledge you have gained across the program.

    • This is an intense full-time program with classes from Monday to Friday in our Maria de Molina Campus. You can expect aproximately 3 or 4 hours of classes per day, which may be scheduled in the morning or the afternoon. In addition, you will also be required to complete individual and team work, for which we recommend spending around 2 hours per day. We don't recommend that you work while you study this program.

    • Most of our students have between 0 and 5 years’ professional experience and come from a variety of academic backgrounds including psycology, social sciences, economics, business and the humanities. 80% are international students, with 40 nationalities represented in class.