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Master in Market Research & Consumer Behavior

Drive consumer engagement through behavior analysis and effective strategies
duration10 months
languageEnglish
locationMadrid
intakeSeptember*
FormatIn-person
MODE OF STUDYFull-time
duration10 months
languageEnglish
locationMadrid
intakeSeptember*
FormatIn-person
MODE OF STUDYFull-time

UNDERSTAND THE CONSUMERS OF TOMORROW, TODAY

To succeed in business in a landscape that’s more competitive than ever, you need to get inside consumers’ minds and speak to them directly. The Master in Market Research & Consumer Behavior helps you do just that by building a skill set based on marketing, data analytics and consumer behavior as well as the fundamentals of business.

Combining consumer psychology, data science and both qualitative and quantitative market research, this is a program designed to give the next best you a bigger picture of the entire consumer landscape, ready to succeed in any area of marketing and communication.

WANT TO KNOW MORE?

SKILLING FOR IMPACT ​

  • Thinking Skills

    Modern consumers receive thousands of messages a day, on every possible medium. Different thinking is required to push past the fog and make your message the one that sticks. With modules like creative and critical thinking, you'll gain the tools and understanding you need to make your mark and engage customers in a crowded marketplace.

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    BEHAVIORAL SKILLS

    To make an impact now, strong creative thinking and stunning visuals aren’t enough. You need the hard skills that will make you smarter and faster than your competition, even in the creative world. That’s what modules like Business Strategy and the Workshop on Media Content Lifecycle give you—the impact skills not just to keep up, but to surge ahead.

  • dIGITAL Skills

    The creative landscape has been changed forever by the impact of digitalization. Modern creative skills must include mastery of new communication technologies like hypermedia, VR, ER and more. You'll gain the skills you need to make sure you're right at the front of the digital revolution that's sweeping the creative space.

Your Marketing, Communication & Sales Student Journey

  • 1

    Gain Foundation & Specialized skills

  • 2

    ADD-ON AN INDUSTRY CERTIFICATION

  • 3

    TRAVEL TO AN INTERNATIONAL LEARNING EXPERIENCE

  • 4

    GRADUATE AND START YOUR CAREER

  • 5

    TAKE ON AN OPTIONAL CAREER BOOSTER

Consulting projects

Over 10 months, you will work on and later present three different projects to leading corporate executives. You will solve real-life challenges that clients face when trying to understand how consumers behave and develop your professional skills by collaborating in diverse groups.

  • KANTAR BUSINESS CONSULTING PROJECT

    Dive into a four-day, real-world marketing case assigned to you by executives at Millward Brown, and develop impactful recommendations to present to a panel of experts.

  • THE MARKET RESEARCH AGENCY CHALLENGE

    For six weeks, you and your team will work with Nielsen to address a real client situation by conducting market research and analyzing consumer insights. You will then present your findings to the client at the end of the challenge.

  • THE INTEGRATION CONSULTING PROJECT

    This final, eight-week project allows you to integrate all the knowledge and skills you’ve mastered in the program to develop a unique solution to a real-world challenge provided by a client. Operating as a real consulting team alongside your peers, each group will work directly with the client and make final presentations directly to them.

International Experiences

Broaden your perspective on international business markets and Marketing, Communication & Sales career trends as part of several optional international experiences: the Global Immersion Week or the Social Impact Week. Previous editions have taken our students to the UK and Ghana, as well as other destinations such as South Africa and the Netherlands.

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    Global Immersion Week

    The MARCOM Global Immersion Week (GIW) allows students to network with companies, explore new cultures and gain new career insights. Our goal is to offer you a one-week international experience and show you firsthand the main career outcomes that you can find today within other relevant international business markets.  Previous years’ agendas have included in-company visits to Google, Ipsos, Amazon, Diageo and the Financial Times, among others.

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    Social Impact Week

    Our goal is to nurture the next generation of purpose-driven business professionals who possess a deep sense of responsibility to the planet and society. Our Social Impact Week is a one-week trip in which you will visit local companies within the fields of marketing, communication and sales. There, you will develop a project for a client that is focused on social impact, entrepreneurship and the MARCOM sector. It is the perfect opportunity to network, gain global knowledge and have a positive impact on society.

DISCOVER THE STUDENT EXPERIENCE

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    AUSTIN'S EXPERIENCE

    “The most fulfilling part of the program has been the challenge.”

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    ESPERANZA'S EXPERIENCE

    “The professors are not only instructors but professionals in their own industry, which is very enriching.”

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Nidhi Chauhan | IE Business School

"You’re used to your own ways of thinking and working… but this program forces you to see things in a different way."

Nidhi Chauhan

Senior Analyst at Global Data Consumer

"AI will transform many aspects of research, including survey and questionnaire development, field management, big data analytics and advanced computing power."

David Sackman

CEO of Lieberman Research Worldwide

"The soaring growth of big data and related tools will drive the implementation of exciting new reports and platforms based on automated market research.... However, the best and most reliable research products will put a layer of human filtering and analysis on top..."

Jack W. Plunkett

CEO, Plunkett Research

"Marketing without data is like driving with your eyes closed."

Dan Zarrella

Social media scientist and author

"People say, 'You are what you eat.' But in startups, I would say, 'You are what you measure.'"

Zaid Zawaideh

Co-founder, CTO, Sandglaz

Vasiliki Vergidou

"It's intense, exciting, and so similar to reality. The courses are demanding but extremely interesting."

Vasiliki Vergidou

Master in Market Research & Consumer Behavior Student

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Voices of Marketing

Your journey at IE University is a launchpad to global impact. In our Voices of Marketing series, discover the essential skills needed to succeed in today’s fast-paced world from alumni and marketing experts.

Frequently Asked Questions

  • During the 10 months, you will work on and present three different projects to leading corporate executives in companies as: KANTAR, Nielsen and MediaBrands. You'll solve real-life challenges that clients face when trying to understand how consumers behave, and develop your professional skills by working in diverse groups. In the past we have also collaborated with companies like Telefonica, Orange and 3M.

  • The Master in Market Research & Consumer Behavior gives you the opportunity to take part in two optional international experiences: Global Immersion Week or Social Impact Week. Previous international experiences have taken our students to London and Ghana, as well as other destinations such as Amsterdam and South Africa.

  • Most of our students have between 0 and 5 years’ professional experience and come from a variety of academic backgrounds including psycology, social sciences, economics, business and the humanities. 80% are international students, with 40 nationalities represented in class.

  • The program covers topics such as ethnography, neuromarketing, surveys, observational methods and many other behavioral concepts, to enable you to test and understand how consumers think, feel and behave.

  • The Master in Market Research & Consumer Behavior is focused on adding value through purpose: to your customers, your organization and yourself. You’ll be ready to deliver personalized experiences and relevant, consistent interactions to your customers, making an impact in whatever sector you choose.