"You're used to your own ways of thinking and working... but this program forces you to see things in a different way."
Master in Market Research & Consumer Behavior
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 understand 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.
DURATION
10 Months
LANGUAGE
English
LOCATION
Madrid
MODE OF STUDY
Full-time
FORMAT
In-person
INTAKE
October*
*The 2022-2023 intake starts on September 26th.
OFFICIAL DEGREE
Students must fulfill the following requirements to be able to request the issuance of the Official University Degree upon completion of the Master Program.
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Mónica Vila
Program Specialist
Any doubts?
Schedule a personal consultation call with our Program Specialist and solve all your questions!
Mónica Vila
Program Specialist
Drive vision, strategy, and innovation in any organization through market and consumer insights
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.
Mónica Vila
Program Specialist
Drive vision, strategy, and innovation in any organization through market and consumer insights
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.
WHO IS THE MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR FOR?
IT'S FOR INDIVIDUALS WHO...
are motivated by the consumer behavior, psychology and data analytics of market research, and wish to achieve a more holistic understanding of consumer needs.
LOOKING FOR...
a program that combines a variety of skills across a range of areas including consumer psychology, insights, analytics and business. As a result, they want to understand the consumer’s behavior and leverage this knowledge to drive companies forward. A student in the future may work as a Qualitative Researcher, Ethnographer, Insights & Analytics Manager, Data scientist, Behavioral Scientist, Product/Business Analytics expert or many more.
KEY AREAS OF THE MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR
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BUSINESS MARKETING & STRATEGY
Start with the basics—learn to use consumer insights to drive impactful business decisions, and gain the skills to you need understand the “big picture” of business. You will take part in classes such as: Marketing Products & Brands, Digital Branding & Advertising, Customer Experience, Social Media Listening, Market Intelligence and many more.
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CONSUMER INSIGHTS & ANALYTICS
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, Data Gathering Tools for Insights Generation.
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CONSUMER PSYCHOLOGY & BEHAVIOR
Consumers don’t always make rational decisions. Test and understand how consumers think, feel, and behave using Ethnography, Neuromarketing, Surveys, Observational Methods and many other behavioral concepts.
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ELECTIVES
Electives paths are there to allow you to customize the Master program, putting more focus in the areas you are more interested in. You can select between the Data Analytics path and the Consumer Behavior path, depending on the topics where you have passion for, or the skills you need to progress in your professional career.
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PROFESSIONAL SKILLS
Technical abilities alone don’t cut it anymore. Today, emotional intelligence and soft skills are equally important as hard skills. Learn to work in teams, communicate, and manage your career like a pro.
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.
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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 and strategy, and consumer insights and analytics.
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LEARN FROM THE REAL PIONEERS IN MARKET RESEARCH AND INSIGHTS
Our faculty is made up of a diverse group of academics and professionals, mavericks in their corresponding fields, that bring real-world expertise into the classroom.
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LEARN BY DOING
You’ll work on practical projects to generate and apply insights-based innovative ideas and transformation strategies from the very beginning and continue to apply what you learn throughout the program.
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CAREER-FOCUSED PROGRAM
Businesses desperately need professionals who understand how and why consumers make decisions in today’s tech-driven world and address them with actionable plans.
Only 39% of marketing executives say they are able to understand their customers' cross-device behaviors.
Hubspot
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.
Organizations that leverage customer behavioral insights outperform competitors by 85% in sales growth.
McKinsey
Experience Madrid
Madrid is one of the most popular cities in Europe for Gen Z travelers, and is 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 the stature of Google, Microsoft and Apple, creating a myriad of opportunities for a professional experience.
Madrid is in a league of its own and provides the perfect backdrop for rounding off a unique educational experience.
Dual Degrees
Customize your education based on your specific interests and passions through a Dual Degree to give your career a multidisciplinary boost to spearhead change in the new world of work. The combination of this program with a Master in Management degree (if you have 0-3 years of experience) or an International MBA (if you have 4 or more years of experience) will position you on the threshold of two exciting worlds; acquiring a broader skillset and a competitive differentiation with a sharp focus. Select your dual degree based on your years of experience:
Financial aid
We offer customized, merit-based aid and loan programs to financially support our students' education and professional success.
Learn more and applyStart your journey
Thousands of students come to Financial Aid each year to create a tailor-made financial plan.
