Master in Market Research & Consumer Behavior

What does your dream career look like? The Master in Market Research & Consumer Behavior is a transformative process that helps you define your 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, emerging techniques to understand consumers, and hands-on expertise to set you up to succeed in the sector—not just now, but 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 quantitative and qualitative data to inform their sales, marketing and communications strategy and provide real value to consumers. The Master in Market Research & Consumer Behavior equips you to become a powerful changemaker with impact and insight.

Today’s landscape places a new set of responsibilities on business professionals, calling on you to leverage your skill set and work toward a better future prioritizing sustainable business, social innovation & working well. A sense of purpose also breathes new life into your career, providing motivation and drive that will serve you well. That’s why we are committed to helping you discover, define and align your unique purpose with your career. Through the Master in Market Research & Consumer Behavior, you will join a new era of global leaders determined to make the world a better place.

In a world where consumers are bombarded with content, making sense of complex behavior takes more than just clever messaging. The program sharpens your analytical and critical thinking to help you understand the “why” behind consumer decisions. With modules like Behavioral Observations and Understanding Consumer Behavior, you'll learn to design strategies that truly resonate.

Understanding consumers requires more than data—it requires empathy and a deep appreciation for how people think and feel. The program helps you develop core behavioral skills to become an impactful professional. Through courses like Behavioral Observations and Neuromarketing, you’ll learn how to communicate findings, inspire change and influence decision-making in teams and organizations.

Today’s consumer landscape is increasingly digital, and staying ahead means mastering new tools to understand and predict behavior. You'll build practical expertise in big data for research, data sets and AI tools. From tracking customer journeys to conducting AI-driven market research, you’ll be equipped to lead in a world where consumer insights and technology go hand in hand.

Thinking sustainably is no longer optional—it’s the foundation of responsible business. In the Master in Market Research & Consumer Behavior, we call this Sustainable Business, and it’s woven into the learning journey, shaping how you interpret data, advise brands and drive customer-first strategies. We’ll give you key insights and knowledge in ethics and sustainability, and you’ll explore how to integrate environmental and social consciousness into business models. As a future market insights expert, you’ll be ready to guide companies in making decisions that are not only good for business, but also for the planet.

Turning insight into action is one of the most powerful ways to contribute to society. We call this Social Entrepreneurship—a mindset that combines analytical thinking with empathy and a strong sense of purpose. In the Master in Market Research & Consumer Behavior, you’ll use your research skills to identify unmet needs, understand behaviors and design solutions that drive social good. Whether you're working on a hands-on Social Impact project or a client challenge, you’ll discover how data can drive change when it’s grounded in human understanding.

At IE Business School, we’re convinced that the future of work needs to focus on people as much as it does on performance. We call this Working Well, and it’s about building strong, collaborative cultures based on shared values. In the Master in Market Research & Consumer Behavior, this philosophy will shape how you approach both your research and your leadership. You’ll develop the emotional intelligence, adaptability and communication skills to lead with insight and integrity. Because when you put people first, your work has lasting value.