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:
Suitable for 0-3 years of experience
Suitable for more than 3 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.
"I couldn´t find any other program like MRCB to learn about human and consumer psychology in such a deep level. It was well designed and with the right mix of elements to later put it into real business practice. I was able to combine my previous experience in Marketing with Research and Psychology."
Ana Maria Aldana
Sr. Marketing Effectiveness Consultant at Nielsen
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.