A woman in a green shirt appears focused while working at a desk with a laptop.

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

KNOWLEDGE IS PURPOSE

In the Master in Market Research & Consumer Behavior, your purpose is focused on knowing your customer. Consumers now expect personalized experiences and relevant, consistent interactions. To add value to your customer, and therefore your organization, you have to understand the motivation behind consumer behavior.

Leveraging the insights gained from quantitative and qualitative data sources as the metrics that drive your business decisions, the next best you will make informed decisions based on the consumers' realities, not what other stakeholders might be telling you they want.  

On completing the Master in Market Research & Consumer Behavior, you’ll be armed with the knowledge and experience to gather and act on consumer insights, adding value both to your own purpose and to your organization. Prepared to make an impact in whichever sector you choose, you’ll be highly marketable for any brand, company or organization that needs to predict accurately how consumers are going to think and act.

WANT TO KNOW MORE?

ADDING VALUE THROUGH PURPOSE

  • A man stands with his back to the camera, looking over a cabbage field at sunset.

    Planet

    We believe better business practices can be a force for change in the world, improving lives and protecting the environment. We call this Sustainable Business, and like all our programs, it's a cornerstone of the Master in Creative Direction, Content and Branding. We’ll ground you in the key concepts that make Sustainable Business a reality, including innovative leadership, ethics and sustainable corporate cultures. We all have a responsibility to the planet—none more so than the next generation of creative thinkers starting out at IE Business School. We’ll show you how to make sustainability a rich vein of thought that runs through your creativity, from strategy to visual implementation.

  • A group of five diverse people engaging in a discussion with digital devices and papers on a round table.

    Society

    Bringing an entrepreneurial mindset to social issues is one of the most effective ways to use your business skills for the greater good. We call this Social Entrepreneurship, an approach that harnesses the power of your ingenuity and problem-solving abilities to tackle enduring social problems. As part of your studies, you will undertake a Social Impact project hands-on, using the skills and strengths you acquire in the Master in Customer Experience & Innovation to make a difference to society at large. Graduates of IE Business School thrive under the pressure of a tight deadline or a challenging target; we’ll help you use those traits to amplify the benefit you bring to the world around you.

  • A group of three professionals engaged in a discussion at a wooden table in an office setting, one woman smiling with glasses in her hand.

    People

    At IE Business School, we believe people matter just as much as results. We call this Working Well. It's easy to talk about purpose when it comes to yourself. But the outstanding quality of the Master in Customer Experience & Innovation is that the best version of you will produce the best possible outcomes for both your organization and consumers alike. In your own Sustainable Entrepreneurship project, you'll put people at the center of a real innovation initiative that could become a commercial or nonprofit venture. And by learning how customer insight drives more impactful business decisions, mastering the tech that's disrupting the CX ecosystem and gaining hands-on experience in team building, adaptive leadership and creative process design, you'll ensure your own career choices make a difference in the sector.

    As of 2022, we are a carbon neutral Business School.

Discover the Social Impact Week

During Social Impact Week, immerse yourself in projects that drive social change, learning essential skills from industry experts and alumni. This is your chance to contribute meaningfully to society and prepare for success in today’s dynamic world.

IE PURPOSE ACCELERATOR IN ACTION

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SUSTAINABILITY AT IE University​

Net Zero carbon emissions

In 2022, we keep working towards Net Zero Carbon Emissions.

  • 12712
    teaching hours of sustainability content
    in the 2021 academic year​
  • 23%
    of courses related to sustainability​
  • 500
    events with a focus on sustainability ​
  • +350
    student-led activities​
    with a focus on sustainability
  • 98%
    reduction in paper usage
  • 10026
    reduction in water consumption
    in 2021–2022 vs. 2020–2021​

EXPLORE OUR COMMUNITY'S PURPOSE

Frequently Asked Questions

  • The Master in Market Research & Consumer Behavior emphasizes putting the customer first when creating customer experiences, and placing accessibility and social impact at the heart of your purpose. You’ll be making informed decisions based on the consumers’ unique and individual realities, not what other stakeholders might be telling you they want.

  • In the Master in Market Research & Consumer Behavior, your purpose is focused on knowing your customer. On completion of the program, you'll be armed with the knowledge and experience to gather and act on consumer insights, adding value both to your own purpose and to your organization.