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, the Master in Market Research & Consumer Behavior could be a great choice for you.

The Master in Market Research & 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. On top of that, you’ll develop the communication skills necessary for today’s workplace by working in teams on real-world projects.

The Master in Market Research & 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 & Consumer Behavior focuses on four main pillars: business marketing and strategy, consumer insights and analytics, consumer psychology and behavior, and professional skills.

This is an intense full-time program with classes from Monday to Friday in our Maria de Molina Campus. You can expect aproximately 3 or 4 hours of classes per day, which may be scheduled in the morning or the afternoon. In addition, you will also be required to complete individual and team work, for which we recommend spending around 2 hours per day. We don't recommend that you work while you study this program.

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.

Absolutely. You'll work closely with sector-leading companies, building a network of connections as you take on real projects and showcasing your talents to our global partners. Our student success stories offer specific examples of how program graduates are excelling in business, CX, product development, advertising, marketing, data mining and many other fields. This program is an investment in your future career success.

By building your expertise, your experience and your profile at the same time. By exposing you to the real world of work in the sector at leading companies like Nielsen, Telefónica and Kantar. By challenging you to present a consulting project to leading corporate execs. But also by allowing you to build highly specialized MARCOM skills—in Tech, Consumer Goods, Luxury and Fashion, or Sales & Ecommerce—and gain additional industry certifications.

The Master in Market Research & Consumer Behavior immerses you in something bigger than your studies, with additional certifications, career sector tracks, real-world consulting projects and international experiences all supporting the core courses. It imparts the deep behavioral insights and holistic consumer understanding that a traditional program or a simple marketing concentration simply cannot provide.

Behavioral science is an important element of the program and anybody looking to build a successful career in the discipline will benefit from it. However, the Master in Market Research & Consumer Behavior provides a much more holistic understanding of consumer needs, plus the research and data skills required to identify, interpret and act on them. It's a broader, more complete program than a purely behavioral science degree.

This program is ideal for anybody who's looking for a comprehensive exploration not just of consumers' behavior, but also their psychology. Participants will learn to leverage data analytics in market research to build a career in research, ethnography or behavioral science, product or business development, or market intelligence.

By building around five main pillars that address these changing dynamics: Business & Marketing Strategy; Consumer Insights & Analytics; Consumer Psychology & Behavior; Professional Skills; and Consulting Projects. Through its core period, elective specializations, extensive real-world experience and international opportunities, the program cultivates your creativity and strategic foresight. You’ll explore digital marketing, storytelling, marketing intelligence, cross-cultural communication and more—everything you need in a fast-evolving MARCOM ecosystem.