Master in Market Research & Consumer Behavior

Who is this program for?

It's for individuals who

are motivated by consumer behavior, psychology, and data analytics of market research, and wish 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 business. As a result, they want to understand the consumer’s behavior and leverage this knowledge to drive companies forward. A student in the future may work as a Qualitative Researcher, Ethnographer, Insights & Analytics Manager, Data scientist, Behavioral Scientist, Product/Business Analytics expert, or many more.

The new digital economy is reshaping how humans behave and interact with their environment, and this is causing an important shift in what it means for businesses to really understand customers’ motivations in a timely and cost-efficient manner. Additionally, the dawning of automated marketing, machine learning, and AI is changing the rules of the game: there is a massive amount of data available but only a few who can analyze it, convert it into valuable insights, and transform those insights into action with a real impact on the bottom line.

The Master in Market Research & Consumer Behavior is a one-of-a-kind 10-month program, combining the psychology of consumers with research & analytics methods fully adapted to a strategic business context that equips students to leverage their insight-generation capabilities with hands-on execution. The world now requires innovation at the speed of life, so the program is hand-crafted and constantly updated around the needs of top industry recruiters.

This program also has an optional Global Immersion Week, an international study trip where students from our five full-time masters in MARCOM attend curated masterclasses, visit innovative companies, network with local and global like-minded executives/peers and explore new cultures. Over three terms, this program builds an understanding of strategic and analytical skills, psychology, and behavior.

• Business marketing & strategy: Learn how consumer insights drive impactful business decisions.
• Consumer insights & analytics: Tackle the qualitative and quantitative tools needed to gather data.
• Consumer psychology & behavior: Understand how consumers think and behave using ethnography, neuromarketing, and other concepts.
• Professional skills: Learn teamwork, effective communication, and career management.
• Consulting projects: Produce and present consulting group projects to companies such as Nielsen, Kantar, and Telefonica.

1st Term

Taking a comprehensive view of an evolving landscape, the first term addresses:

• Marketing Fundamentals
• Digital Branding and Advertising
• Intro to Stats for Professionals
• Communication Skills
• Working in Teams
• Intro to Market Research Tools
• Focus Groups and In-depth Interviews
• Surveying Consumers and Citizens
• Market Research Panels
• Handling and Preparation of Survey Data Sets
• Understanding Consumer Behavior

2nd Term

As you reach the halfway point of the program and become more accustomed to its rhythm, you will take the following classes:

• Marketing Products and Brands
• Managing the Customer
• Finance for Strategic Research Decisions
• Working in Teams II
• Observational Methods
• Quantitative Tools for Data Analysis
• Data Gathering Tools for Insights Generation
• Big Data for Market Research
• Understanding Consumer Behavior II
• Product Launch Simulator

3rd Term

• Third-term courses include:
• Communication Effectiveness & ROI
• Market Intelligence
• Entrepreneurship
• Neuromarketing & Consumer Behavior
• Web Mining and Social Media Monitoring
• Ethnography, Anthropology, and Cultural Marketing
• Customer Experience

Electives

Elective paths are there to allow you to customize the Master's program, putting more focus on the areas you are more interested in. Electives are planned for term 3, and 2 months before (mid Term 2) you select which one you want to attend. So you can select the topics that you have passion for or the skills you need to progress in your professional career.

• Data Analytics path
• Consumer Behavior path

Consulting projects

During the 10 months, you will work on and present three different projects to leading corporate executives. You will solve real-life challenges that clients face when trying to understand how consumers behave and develop your professional skills by working in diverse groups. Produce and present three group projects to leading executives from companies such as Nielsen, Kantar, and more.

The primal role of Market Researchers is evolving, and only those who successfully combine elements of data analytics and behavior insights on the one hand, with an adjacent marketing activation within a business context on the other will be successful in the wild new world of work.

Carve out a career in a constantly-changing field that is in critical need of data-driven candidates who can easily work with analytics and make an impact in any business. The best part? You will gain expertise and master skills and tools applicable to a wide range of industries or types of companies. This means endless opportunities for you to make a real contribution to any team or organization in the private, public, or non-profit arena.

Here are some positions our students can achieve after the program:

• Advertising Manager
• Customer Experience Specialist
• Marketing Consultant
• Marketing Intelligence Strategist
• Data Mining Consultant
• Demand Forecasting Expert
• Voting And Campaign Researcher
• Consumer Insights Manager
• Social Media Monitoring
• Business Development Advertiser
• Sales & Marketing Executive
• Product Developer

HST’s Master in Market Research & Consumer Behavior is a one of a kind 10-month program, combining psychology of consumers with research & analytics methods fully adapted into a strategic business context that equips students to leverage their insight-generation capabilities with hands-on execution.