The Master in Market Research & Consumer Behavior is a unique program that trains professionals to get inside consumers' minds in order to uncover and understand the motivations behind their behavior. This program is a combination of business, marketing, data analytics and consumer behavior, allowing you to gain unique customer insights into the quantitative and qualitative side of market research. This knowledge is critical to guide business strategies and actionable plans to address the market's wants and needs of today and anticipate those of tomorrow.
This 10-month program takes you on an intensive learning journey to the next best you, preparing you to build the fundamentals, enhance your creative and digital skills, and ensure that you’re ready to step into the specialized world of market research and consumer behavior. You'll begin with a Core Period, studying alongside other marketing and CX professionals from similar programs. You’ll then be given the option to work toward additional certifications from digital leaders including Google, AWS and Salesforce, to secure the credentials that best fit your own aspirations and ambitions. Our world-renowned faculty have also designed IE University’s Sustainability Certificate, available as an option to further focus your program on your own future career path.
For real professional impact, there's no substitute for experience. And that's what our Global Immersion Week and Social Impact Week, designed to immerse you in the sector with experiential visits to leading sector players. Previous intakes have visited global hubs in London and Ghana, and our future intakes will visit Amsterdam or South Africa.
And even after your program, you can continue to focus on your future career plans with our optional, three-month Career Booster period. In this additional section, you can choose to enhance your skills and knowledge in Marketing and Tech or Marketing for Consumer Goods, Luxury and Fashion.
*The 2023-2024 intake starts on September 18th.
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, where students can collaborate and learn from each other. 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.
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.
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.
We believe that any career path within Marketing, Communication & Sales requires general competency in several key areas. Our approach is simple: first, lay the groundwork with a strong basis in the foundations; then, allow you to specialize by completing one of the unique master’s programs under the MARCOM umbrella.
IE Business School accomplishes the first through the Core Period of Foundations, which you will focus on in Term I. Over the course of six weeks, you will cover building blocks that will help to enhance your creative, analytical, commercial, business, strategic and digital know-how. You will also gain the optimal blend of hard and powerful skills that will turn you into a versatile professional capable of succeeding in any area of MARCOM.
Start with the basics: learn to use consumer insights to drive impactful business decisions and gain the skills you need to understand the “big picture” of commerce. You will take part in classes such as Marketing Products & Brands, Digital Branding & Advertising, Customer Experience, Social Media Listening, Market Intelligence and many more.
Tackle the qualitative and quantitative tools and techniques needed to gather the right data, and use that data to understand markets and consumers. Classes in this area include Big Data for Market Research, Quantitative Tools for Data Analysis, and Data Gathering Tools for Insights Generation.
Consumers don’t always make rational decisions. Test and understand how they think, feel and behave using ethnography, neuromarketing, surveys, observational methods and many other behavioral concepts.
Elective paths are there to allow you to customize the program, putting more focus on your areas of interest. You can select between the Data Analytics path and the Consumer Behavior path, depending on the topics you most aligned with your passions or the skills you need to progress in your professional career.
Technical abilities alone don’t cut it anymore. Today, emotional intelligence and soft skills are equally as important as hard skills. Learn to work in teams, communicate and manage your career like a pro.
IE University molds students into future-forward and well-rounded professionals, using methodologies that put innovation and employability at the forefront.
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.
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.
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.
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.
So the organic evolution is for Market Reserachers to focus on the “why” of human behavior.
Click through the classes in each term to discover what they are all about.
This is a University Private Degree from IE University*. More information on what earning a University Private Degree from IE University entails.
*IE University is a university officially recognized by the Spanish education authorities, allowed to grant both University Official Degrees (bachelor’s, master’s and PhD degrees), which are specifically regulated and accredited by Spanish Ministry of Education and University Private Degrees (master’s), that are specifically designed by the university toward the professional application of their studies and the constant update of higher education, preserving the educational standards of excellence of IE University. Both types of degrees are equally backed by the rigor and prestige of IE University.
The Master in Market Research & Consumer Behavior imparts fundamental skills in marketing, sales and communication, while showing you how to leverage consumer insight to succeed in today's evolving consumer landscape. It’s also expertly designed to unveil what’s next for you and what’s best for you, giving you what you need to realize your full potential. This unique journey of self-discovery and inner transformation will help you unlock your authentic self so you can become the most impactful professional you can be. We’ll help you learn about the current you—your interests, talents, blind spots and aspirations. Then, we’ll guide you, challenge you and provide the right environment to nurture your pursuit of the next best you.
What does your dream career look like? The Master in Customer Experience & Innovation is a transformative process that helps you define your end goals and explore the best options to get you there. Incorporating new insights resulting from our expert analysis of the latest labor market data and our continuous engagement with the global business community, the program delivers a unique mix of theoretical knowledge and hands-on expertise to equip you with the dynamic skill set you’ll need to succeed in the CX landscape, now and in the future.
Do you have what it takes to make things happen? In today’s world of work, this requires a well-honed set of cognitive, behavioral and digital skills. Companies are now looking for competent professionals who can bring about meaningful change, capable of harnessing the power of innovation to transform the customer experience and provide real value to consumers. The Master in Customer Experience & Innovation is designed to maximize your potential for impact, equipping you to become a powerful change-maker in the global CX ecosystem.
In today’s landscape, it’s no longer enough for businesses to be driven by the profit motive alone. The new world places a new set of responsibilities on business professionals, calling on you to leverage your skill set and work toward a better future. A sense of purpose also breathes new life into your career, stoking the embers of satisfaction and motivation that will serve you well throughout your professional journey. That’s why we are committed to helping you discover, define and align your unique purpose with your career. Through the Master in Customer Experience & Innovation, you will join a new era of global leaders determined to change the world.
Customize your education based on your specific interests and passions through a dual degree that gives your career a multidisciplinary boost to spearhead change in the new world of work. The combination of this program with a Master in Management (if you have zero to two years of experience) or an International MBA (if you have three or more years of experience) will position you on the threshold of two exciting worlds; acquiring a broader skill set and a competitive differentiation with a sharp focus.
Select your dual degree based on your years of experience:
Academic Director – Master in Market Research & Consumer Behavior, IE University
Global Strategic Insights – Southern Europe Head, Johnson & Johnson
At IE University, we have carefully streamlined related subject areas to create unique paths featuring similar programs. Guided by these paths, you can take control and discover the right program for you.
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.
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, a Master in Market Research and Consumer Behavior could be a great choice for you.
IE University’s Master in Market Research and Consumer Behavior is a one-of-a-kind program, combining consumer psychology with research and analytics methods.
The Master in Market Research and 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 guide business strategies and actionable plans which address the market's current needs and anticipate those of tomorrow. You will also learn about neuromarketing methods, customer psychology and marketing intelligence.
The Master in Market Research and 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. And you’ll develop the communication skills necessary for today’s workplace by working in teams on real-world projects.
The Master in Market Research and 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 and 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 and Consumer Behavior begins in the 1st term with a Core Period common to all MARCOM programs, designed to cover the fundamentals of several key areas, followed by an introduction to specialist areas such as statistics, focus groups and surveys. In the 2nd 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 3rd term cover a range of topics that build upon your knowledge of market research and consumer behavior, as well as preparing you for success in your final consulting project, where you will apply the knowledge you have gained across the program.