Master in Market Research and Consumer Behavior

The Master in Market Research and Consumer Behavior prepares young professionals from diverse backgrounds for creative or analytical careers that involve understanding markets and consumers to help companies, non-profits and governments design and promote winning products and services.

• Expertise and impact: What do market researchers do? They are the experts who run focus groups, conduct customer and voter surveys, help design and test new products and services, analyze market opportunities, study and understand social networks, help design and track advertising campaigns, and study customers and voters to understand how they think and feel.

• Job opportunities: There is a large and rapidly growing demand for professionals trained in market research and consumer behavior. This program is a gateway into exciting and lucrative careers in a wide range of roles and industries, for example: market research, consumer insight, product design and development, integrated communications, psychology of marketing, advertising, consulting, political campaigns, and public policy.

• Is it right for you? If you have an undergraduate degree in marketing, advertising or any of the social sciences (psychology, economics, public relations /media, communications, etc.) or applied sciences (engineering, computer science, etc.) then you already have a solid background in areas like critical thinking, problem solving, working with data, and designing and testing your ideas. This program is designed to enhance your knowledge and skills through practical, hands-on training in the methods of market research, the psychology of consumers and citizens, and the business of marketing and advertising. If you consider yourself a creative or analytical person and are interested in becoming an expert in understanding how people behave as consumers or as citizens, then this program may be a good option for you.

If you decide to join us at IE, you will be part of more than a Masters program. Your learning will go beyond the academic courses, and extend to a rich array of on-campus and off-campus activities, and to the cultural and professional life in the city of Madrid. You will benefit greatly from your classmates in the program, from relationships with students in other programs at IE University and IE Business School, and from your relationships with faculty.

During the 10-month program, in addition to gaining expertise in market research and consumer behavior, you will grow as a person and as a professional, make lifelong friends, learn/improve your Spanish, and take part in an unforgettable period of your life in Madrid. Upon graduation, you will become part of the IE community, with access to our global alumni network over 40,000 IE graduates, as well as to our Careers Management Center which will provide you with lifelong career services.