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 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.

10 Months











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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Blanca del Cuvillo

Senior Manager - Global Recruitment

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Career-focused Market Research and Consumer Behavior Master Program

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

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.

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.

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.

Build a career out of your passion

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



Professor, Master in Market Research & Consumer Behavior

Academic Director Master in Market Research and Consumer Behavior, IE University
Global Strategic Insights – Southern Europe Head, Johnson & Johnson


Observational Methods
Ethnography, Anthropology & Cultural Marketing
Project III: The Integration Challenge
Meeting With the Academic Director
Meeting With the Academic Director II
Meeting With the Academic Director III

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Liquid Learning in the Classroom

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Agility, flexibility and fluidity are key to navigating today’s increasingly digital, constantly changing world.

At IE University we have developed Liquid Learning, a unique and evidence-based educational model that transcends conventional learning methodologies and platforms by fusing physical and digital learning spaces so that you can access first-rate education, no matter where you are.

In the particular case of the Master in Market Research & Consumer Behavior, you are expected to attend your classes in person. However, if you are unable to attend for justifiable reasons, you have the possibility to participate remotely as a temporary solution.

Find out more about Liquid Learning at IE University

percent of students found a job within 3 months of graduating

A fascinating field of the future

The impact of the "why"

Understanding WHY consumers did what they did today will allow you to predict what they will do tomorrow.

Evolving consumer behavior means increasing need for experts

Only 39% of marketing executives say they are able to understand their customers' cross-device behaviors.- Hubspot

Tech advances will bring evolution

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.

Turn insights into business impact

Organizations that leverage customer behavioral insights outperform competitors by 85% in sales growth.- McKinsey

"You're used to your own ways of thinking and working... but this program forces you to see things in a different way."
"It's intense, exciting, and so similar to reality. The courses are demanding but extremely interesting."

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.

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Thousands of students come to Financial Aid each year to create a tailor-made financial plan.