Master in Market Research & Consumer Behavior
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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.
ADDING VALUE THROUGH PURPOSE
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.
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.
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.
IE PURPOSE ACCELERATOR IN ACTION
SUSTAINABILITY AT IE University
Net Zero carbon emissions
In 2022, we keep working towards Net Zero Carbon Emissions.
- 12712teaching hours of sustainability contentin the 2021 academic year
- 23%of courses related to sustainability
- 500events with a focus on sustainability
- +350student-led activitieswith a focus on sustainability
- 98%reduction in paper usage
- 10026reduction in water consumptionin 2021–2022 vs. 2020–2021
EXPLORE OUR COMMUNITY'S PURPOSE
Frequently Asked Questions
How does the program emphasize understanding customer behavior and the importance of personalized experiences?
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.
How are the skills that you build in the program applied in real-world scenarios?
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.
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.