Master in Market Research & Consumer Behavior Drive vision, strategy, and innovation in any organization through market and consumer insights.
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.
OFFICIAL DEGREE
Students must fulfill the following requirements to be able to request the issuance of the Official University Degree upon com
Career-focused Program
HST 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.
Would you like to live the experience? Join us for IE Weekend Edition!
Learn morePROGRAM DIRECTOR
Professor, Master in Market Research & Consumer Behavior
Subject
Observational Methods
Ethnography, Anthropology & Cultural Marketing
Project III: The Integration Challenge
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).
A fascinating field of the future
Understanding the consumer is key
The impact of the "why"
Understanding WHY consumers did what they did to 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
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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.”
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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.”
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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.”
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Night
“If I don’t have to study, my classmates and I like to go out together. We’ve really become a family.”
What our students have to say
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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, India
Master in Market Research & Consumer Behavior Student
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It’s intense, exciting, and so similar to reality. The courses are demanding but extremely interesting.
Vasiliki Vergidou, Greece
Master in Market Research & Consumer Behavior Student
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’s in Management (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.
Learn more and apply
