Master in Market Research & Consumer Behavior
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LEVERAGE MARKET AND CONSUMER INSIGHTS FOR BUSINESS SUCCESS
The Master in Market Research & Consumer Behavior is an innovative program designed to delve into neuromarketing—the consumer psyche—uncovering and interpreting the motivations behind their behaviors. This program integrates business, marketing, data analytics and consumer behavior studies to empower you to obtain deep insights through both quantitative and qualitative market research. At the same time, you’ll learn to develop informed business strategies and actionable plans that meet and anticipate current and future market demands.
Over the course of 10 months, this program guides you through an intensive educational journey to prepare you for a specialized career in market research and consumer behavior.
- The journey begins with the Common Core Period, where you’ll study alongside other students in marketing, communication and sales. You’ll build your foundational skills—enhancing your analytical, creative and digital capabilities—while networking with a diverse group of peers.
- As part of your development, you can pursue additional certifications from recognized digital leaders such as Google or Salesforce, as well as the IE University Sustainability Certificate, crafted by our globally acclaimed faculty.
- Experience is crucial for real-world impact. Participate in our Global Immersion Week or Social Impact Week for firsthand experiences with top industry players in international hubs such as London, Ghana, Amsterdam and South Africa.
- Following the main program, you have the option to engage in a three-month Career Sector Track, where you can further specialize your expertise in areas such as Marketing and Tech or Marketing for Consumer Goods, Luxury and Fashion.
*The 2024-2025 intake starts on September 9th.
YOUR PROGRAM, PART OF THE STAGE EXPERIENCE
By studying a program in Marketing, Branding & Sales, you’ll be a part of something bigger than just your studies, something we call The Stage. All programs will benefit from The Stage experience, where students can collaborate and learn from each other. The Stage ensures that you not only create lifetime friendships and professional networks but will also have a well-rounded education that prepares you for the next stage: a successful career after graduation.
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WHO IS THE MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR FOR?
IT'S FOR INDIVIDUALS WHO...
are motivated by consumer behavior, psychology and the data analytics side of market research, and wish to gain in-depth insights to achieve a more holistic understanding of consumer needs.
LOOKING FOR...
a program that combines a variety of skills across a range of areas, including consumer psychology, insights, analytics and marketing intelligence. As a result, they want to understand the consumer’s behavior and leverage this knowledge to drive companies forward. A student may, in the future, work as a qualitative researcher, ethnographer, insights and analytics manager, data scientist, behavioral scientist, product/business analytics/market intelligence expert or many more.
KEY AREAS OF THE MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR
COMMON CORE PERIOD
We believe that any career path within Marketing, Communication & Sales requires general competency in several key areas. Our approach is simple: first, lay the groundwork with a strong basis in the foundations; then, allow you to specialize by completing one of the unique master’s programs under the Marketing, Communication & Sales umbrella.
IE Business School accomplishes the first through the Core Period of Foundations, which you will focus on in Term I. Over the course of six weeks, you will cover building blocks that will help to enhance your creative, analytical, commercial, business, strategic and digital know-how. You will also gain the optimal blend of hard and powerful skills that will turn you into a versatile professional capable of succeeding in any area of MARCOM.
BUSINESS MARKETING & STRATEGY
Start with the basics: learn to use consumer insights to drive impactful business decisions and gain the skills you need to understand the “big picture” of commerce. You will take part in classes such as Marketing Products & Brands, Digital Branding & Advertising, Customer Experience, Social Media Listening, Market Intelligence and many more.
CONSUMER INSIGHTS & ANALYTICS
Tackle the qualitative and quantitative tools and techniques needed to gather the right data, and use that data to understand markets and consumers. Classes in this area include Big Data for Market Research, Quantitative Tools for Data Analysis, and Data Gathering Tools for Insights Generation.
CONSUMER PSYCHOLOGY & BEHAVIOR
Consumers don’t always make rational decisions. Test and understand how they think, feel and behave using ethnography, neuromarketing, surveys, observational methods and many other behavioral concepts.
Electives
Elective paths are there to allow you to customize the program, putting more focus on your areas of interest. You can select between the Data Analytics path and the Consumer Behavior path, depending on the topics you most aligned with your passions or the skills you need to progress in your professional career.
PROFESSIONAL SKILLS
Technical abilities alone don’t cut it anymore. Today, emotional intelligence and soft skills are equally as important as hard skills. Learn to work in teams, communicate and manage your career like a pro.
REASONS TO STUDY THE MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR
IE University molds students into future-forward and well-rounded 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 intelligence, 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. As mavericks in their corresponding fields, they bring real-world expertise into the classroom.
LEARN BY DOING
You’ll work on practical projects to generate and implement insights-based innovative ideas and transformation strategies from the very beginning. You’ll continue to apply what you learn throughout the program.
CAREER-FOCUSED PROGRAM
Businesses desperately need professionals who can gather marketing intelligence to understand how and why consumers make decisions in today’s tech-driven world and address them with actionable plans.
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.
Only 39% of marketing executives say they are able to understand their customers' cross-device behaviors. - Hubspot
Organizations that leverage customer behavioral insights outperform competitors by 85% in sales growth. - McKinsey
FLexibility in your Career Path
Choosing the right program for you can be difficult. We’re here to guide you in your Marketing, Communication & Sales career journey from the start with the support of our Recruiting & Admissions team who will closely review your background, skills and future goals to ensure you choose the right program. All our full-time programs begin with a two-month Common Core Period, designed to give you the key foundations to succeed in this career path.
However, if after starting the program and completing this Common Core Period you are interested in changing to another Marketing, Communication & Sales program, you may switch programs after having a meeting with the Academic Program Direction team to validate this change and understand how it may affect your future career. Please be aware that program changes are dependent on availability.
STUDENTS' PROFILES
PROGRAM STRUCTURE OF THE MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR
The Master in Market Research & Consumer Behavior is designed to help you build an understanding of strategic and analytical skills, psychology and buyer behavior. The program begins with a Common Core Period, where you’ll study alongside like-minded thinkers from our other Marketing, Communication & Sales programs. This design gives you a unique networking opportunity, as well as deciding if you’re on the right path for your personal and professional goals. Following the Common Core Period, this program focuses on four main pillars:
*Please note that our program content is continually updated to remain in sync with market demands. Therefore, we advise you that the content is subject to change and it can be dependent on student demand.
University private degree
This is a University Private Degree from IE University*. More information on what earning a University Private Degree from IE University entails.
*IE University is a university officially recognized by the Spanish education authorities, allowed to grant both University Official Degrees (bachelor’s, master’s and PhD degrees), which are specifically regulated and accredited by Spanish Ministry of Education and University Private Degrees (master’s), that are specifically designed by the university toward the professional application of their studies and the constant update of higher education, preserving the educational standards of excellence of IE University. Both types of degrees are equally backed by the rigor and prestige of IE University.
AN IMPACTFUL JOURNEY TO THE NEXT BEST YOU
The Master in Market Research & Human Behavior imparts fundamental skills in marketing, sales and communication, while showing you how to leverage consumer insight to succeed in today's evolving consumer landscape. It’s also expertly designed to unveil what’s next for you and what’s best for you, giving you what you need to realize your full potential. This unique journey of self-discovery and inner transformation will help you unlock your authentic self so you can become the most impactful professional you can be. We’ll help you learn about the current you—your interests, talents, blind spots and aspirations. Then, we’ll guide you, challenge you and provide the right environment to nurture your pursuit of the next best you.
YOUR CAREER
What does your dream career look like? The Master in Market Research & Consumer Behavior is a transformative process that helps you define your end goals and explore the best options to get you there. Incorporating new insights resulting from our expert analysis of the latest labor market data and our continuous engagement with the global business community, the program delivers a unique mix of theoretical knowledge, emerging techniques to understand consumers, and hands-on expertise to set you up to succeed in the sector, not just now but in the future.
YOUR IMPACT
Do you have what it takes to make things happen? In today’s world of work, this requires a well-honed set of cognitive, behavioral and digital skills. Companies are now looking for competent professionals who can bring about meaningful change, capable of harnessing the power of quantitative and qualitative data to inform their sales, marketing and communications strategy and provide real value to consumers. The Master in Market Research & Consumer Behavior is designed to maximize your potential for impact, equipping you to become a powerful change-maker in the field with impactful actions today and insightful vision of tomorrow's needs.
YOUR PURPOSE
In today’s landscape, it’s no longer enough for businesses to be driven by the profit motive alone. The new world places a new set of responsibilities on business professionals, calling on you to leverage your skill set and work toward a better future. A sense of purpose also breathes new life into your career, providing motivation and drive that will serve you well throughout your professional journey. That’s why we are committed to helping you discover, define and align your unique purpose with your career. Through the Master in Market Research & Consumer Behavior, you will join a new era of global leaders determined to leverage the extensive tools and knowledge at your disposal to make the world a better place.
DUAL DEGREES
Customize your education based on your specific interests and passions through a dual degree that gives your career a multidisciplinary boost to spearhead change in the new world of work. The combination of this program with a Master in Management (if you have zero to two years of experience) or an International MBA (if you have three or more years of experience) will position you on the threshold of two exciting worlds, allowing you to acquire a broader skill set and competitive differentiation with a sharp focus.
Select your dual degree based on your years of experience:
OUR MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR ACADEMIC DIRECTOR
Jaime Veiga - Professor, Master in Market Research & Consumer Behavior
Academic Director – Master in Market Research & Consumer Behavior, IE University
Global Strategic Insights – Southern Europe Head, Johnson & Johnson
UNSURE IF THIS IS THE RIGHT PROGRAM TO HELP YOU ON YOUR PROFESSIONAL JOURNEY?
At IE University, we have carefully streamlined related subject areas to create unique paths featuring similar programs. Guided by these paths, you can take control and discover the right program for you.
Experience Madrid
Madrid is one of the most popular cities in Europe for Gen Z travelers and one of the most student-friendly cities in Spain, with a great, affordable public transport network, cool underground culture and fabulous nightlife. But Spain’s capital is also home to international companies of stature, including Google, Microsoft and Apple, creating a myriad of opportunities for professional experience.
Madrid is in a league of its own and provides the perfect backdrop for rounding off a unique educational experience.
Frequently Asked Questions
SHOULD I STUDY THE MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR?
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.
WHERE CAN I STUDY THE MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR?
IE University’s Master in Market Research & Consumer Behavior is a one-of-a-kind program, combining consumer psychology with research and analytics methods.
How does this program address the latest trends and developments in market research and consumer behavior?
The Master in Market Research & Consumer Behavior combines business, marketing, data analytics and consumer behavior, allowing you to gain unique customer insights into the quantitative and qualitative aspects of market research—both of which are critical to guiding business strategies and actionable plans that address the market’s current needs and anticipate those of tomorrow. You’ll also learn about neuromarketing methods, customer psychology and marketing intelligence.
WHAT DO YOU LEARN IN THE MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR?
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.
HOW LONG IS THE MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR?
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.
WHAT DO YOU STUDY IN A CONSUMER BEHAVIOR PROGRAM?
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.
WHAT IS THE STRUCTURE OF THE MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR?
The Master in Market Research & Consumer Behavior begins in the first term with a Common Core Period shared with all the Marketing, Communication & Sales programs, designed to cover the fundamentals of several key areas. This is followed by an introduction to specialist areas such as statistics, focus groups and surveys. In the second term, you’ll develop knowledge of a variety of methodologies, tools and behaviors to help you better understand company operations and make effective business decisions. You’ll also sharpen your soft skills, in turn enhancing your employability. The courses in the third term cover a range of topics that build upon your knowledge of market research and consumer behavior, as well as prepare you for success in your final consulting project, where you’ll apply the knowledge you have gained across the program.
What does the day-to-day in the program look like?
This is a 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.