Master in Market Research & Consumer Behavior

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IE Business School
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.

Career World
Start date
10 months


Students must fulfill the following requirements to be able to request the issuance of the Official University Degree upon completion.

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.

OUR Market Research and Consumer Behavior Master ACADEMIC DIRECTOR

ProfileJaime Veiga

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

Jaime Veiga

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

Academic Background

Chemical Engineer, University of Santiago de Compostela (Galicia, Spain)
Student of Psychology in UNED (Madrid, Spain)

Corporate Experience
P&G WE Department- 2001-2005 : R&D process Engineer/ Product research (Brussels)
P&G Iberia 2005-2007: CMK (Market research) Associate manager beauty (Madrid)
P&G Iberia 2007-2009: CMK Spain supporting Sales teams (Madrid)
P&G Western Europe 2009-2010: CMK Senior Manager of experts in Point of Sale (Geneva)
P&G Iberia 2011- 2014: Shopper Marketing Manager
2015-now Johnson&Johnson Head of Global Strategic Insights Southern Europe

Professional Experience
Jaime started his career as R&D Chemical Engineer at Procter & Gamble, in Brussels. After 3 years he moved within R&D to the Product Research role, where he discovered market research when qualifying fabric softener formula (Lenor) to be launched in Russia, Eastern Europe or Saudi Arabia.

He moved then to Madrid to the Market research Dept (Consumer Market Knowledge) within P&G, where he studied the shopper and got familiar with many research techniques. On 2009 he’s assigned as Market Research Senior Manager Western Europe, where he manages a team of experts on research at the point of sale. In 2011 he comes back to Madrid as Shopper Mkt Senior Manager, where he becomes an expert on the shopper, working closely with sales teams and key distributors.

On 2015 he joined Johnson&Johnson as Head of market research for the Southern Europe cluster for the Consumer unit.

On the personal side, he loves travelling and sports (badminton especially), and he’s passionate about understanding what it goes deep inside our mind (Psychology, NeuroSciences).

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

Understanding the consumer is key

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

A day in the life of a Market Research and Consumer Behavior student

  • Morning

    We spoke to Jelena Krsmanovic to see what her day-to-day is like in the program. “During term one, we usually had focus groups in the morning, which was really cool. One topic was analyzing different beer products to see which labels people liked most. We also do company visits, like the one to Miller Brown, where we learned how to use eye tracking devices to see which advertisements appeal to consumers most.”

  • Midday

    “In the early afternoon I usually have classes. This semester we’re covering lot of quantitative material, like Big Data and Consumer Purchasing Decisions, and my favorite so far is Understanding Consumer Behavior.”

  • Afternoon

    “We usually go out for lunch or a drink on campus, for example at La Mucca, then I go to my group meetings to work on our assignments. Right now we’re creating a pitch as if we were a market research agency to present a research plan to a client.”

  • Night

    “If I don’t have to study, my classmates and I like to go out together. We’ve really become a family.”


Check out the brochure to explore more about the program.

Check it out

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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

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Hear from our students

Hear from our students