Master in Psychology and Consumer Behavior
- October 2026
- 10 months
- Spanish
- Full Time
80% of places filled
5 places remaining
The Master's Degree in Consumer Behaviour & Marketing Insights trains professionals to understand, analyse and anticipate how consumers think, feel and make decisions in an environment shaped by technology, data and digital transformation. You will integrate consumer psychology, neuromarketing, qualitative and quantitative research, data analytics and artificial intelligence applied to marketing.
You will learn to identify the psychological processes that influence purchasing decisions, interpret behaviours across different cultural and digital contexts, and turn data into actionable insights that drive innovation, branding, communication and customer experience. All this through real-world applied projects, such as the Kantar Business Challenge.
Upon completing the programme, you will be prepared to pursue roles such as Consumer Insights Manager, Consumer Behaviour Analyst, Market Research Manager, Brand Strategist, Customer Intelligence Analyst or Customer Insights & Experience Consultant, bringing an in-depth, data-driven perspective to decision-making.
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» Exclusively available for new EAE Barcelona students. Program fees includes accommodation and some meals.
Is This Master's Programme Right for You?
The Master's Degree in Consumer Behaviour & Marketing Insights is designed for professionals in Marketing, Communication, Advertising, Psychology, Sociology or Business Administration, with an average of two years of professional experience. It is ideal for those who launch campaigns and want to understand why some work and others don't, those who work with customer data but struggle to turn it into actionable recommendations, and those with a background in psychology or sociology who want to apply their knowledge of human behaviour to marketing.
- Understand the psychological processes that determine purchasing decisions, beyond outcome metrics.
- Design and conduct qualitative and quantitative market research using sound methodological principles.
- Turn large volumes of data into actionable insights that management committees can use.
- Apply neuromarketing and artificial intelligence to consumer insights, with ethical and legal considerations in mind.
- Segment audiences and design personalised experiences through a consumer-centric strategy.
- Measure the real impact of branding and communication: brand equity, advertising ROI and NPS.
Why Study Consumer Behaviour & Marketing Insights?
Behavioural data is available across all companies. What is missing is someone who knows how to interpret it. This Master's programme in consumer psychology and behaviour trains you in both sides of the process: the research that uncovers insights and the analytics that supports them, so that your findings reach the decision-makers.
Over ten months, you will study consumer psychology and neuromarketing to understand the why, qualitative and quantitative research techniques to investigate it systematically, and data analytics and artificial intelligence to measure it at scale.
These are the benefits you will gain as a professional by studying this Master's programme:
- Move from data to insight. Learn to interpret what numbers alone cannot tell you, which is precisely where the value of the role lies.
- Combine two worlds that rarely come together. Psychology and neuroscience on one side; data analytics and AI on the other. This hybrid profile is what insights consultancies are looking for.
- Work on challenges set by real companies. The Kantar Business Challenge and Market Research Agency Challenge are client projects, not classroom hypotheticals.
- Continue working while you study. Afternoon classes, with one Friday off per month, designed to help you balance work and study.
- Learn from professionals currently leading insights teams. The faculty comprises practising professionals in positions of responsibility at multinational companies.
- Graduate with two qualifications. A Master's Degree in Lifelong Learning awarded by EAE Business School and the University of Lleida.
Why EAE Barcelona?
EAE Barcelona is a business school committed to driving professional growth through executive education connected to the realities of the business world. Our approach combines academic rigour, a global perspective, and a methodology designed to turn learning into real-world impact.
Study Programme
The Master's in Consumer Behaviour Study Plan is organised into three modules that follow the natural progression of the work. The first provides the key principles of purchasing behaviour and neuromarketing, the second covers research and analytics techniques for generating insights, and the third focuses on applying them to innovation, branding and communication, with AI as a cross-cutting tool. The programme concludes with a Master's Final Project (TFM) worth 15 ECTS.
6 ECTS – Consumer Behaviour: Conduct, Analysis and Trends
- Consumer behaviour and habits
- The new consumer: environment, values, roles and emerging trends
- The impact of the digital age on consumers
- Consumer generations (Baby Boomers, Generation X, Millennials, Centennials, Generation Alpha…)
- Engaging and attracting the new consumer
6 ECTS – The Role of Consumers in Marketing Strategy
- Consumer behaviour and business strategy
- New strategic challenges based on today's consumers
- Marketing, Branding & Product: from strategy to tactical execution
- Consumer segmentation as a key to creating personalised experiences
- Designing winning consumer-centric strategies
6 ECTS – Neuromarketing and Consumer Insights
- Neuromarketing for decision-making
- Neuromarketing methods and techniques applied to consumer behaviour
- Neuroscience applied to marketing
- Ethics and legal aspects of neuromarketing
6 ECTS – Methods and Models for Identifying Consumer Insights
- Market research
- Qualitative research and applications: focus groups, in-depth interviews, mystery shopping, observation…
- Ethnography and insight identification
- Online market research and analysis
- Quantitative research and applications: ad hoc techniques, offline and online techniques, retailer and consumer panels, media audience studies…
- Generating insights and knowledge from data
- Lean methodologies and co-creation to accelerate processes
6 ECTS – Data Analytics for Generating Insights
- Data Analytics: pipelines and analytical methodologies
- Business Analytics: A/B testing, segmentation, forecasting and campaign effectiveness
- Social Media Intelligence and web analytics
- Business Intelligence Plan
- Making decisions based on data analysis and visualisation (Power BI and dashboards)
6 ECTS – The Impact of Consumer Insights on Innovation, Branding and Communication
- Innovation models, processes and profiles (start-ups)
- Innovation strategy and opportunity identification (Shopper & Customer Journey)
- Creating Love Brands: Brand Equity, brand evaluation, reputation and CSR
- Effective advertising and ROI (pre-testing and post-testing)
- 360º Effective Campaigns (digital and cross-media communication)
- Customer & Shopper Experience Metrics: Mystery Shopping & Net Promoter Score (NPS)
6 ECTS – Artificial Intelligence and Its Impact on the Business World
- AI: benefits, challenges and types
- AI: its impact on and transformation of businesses and their functional areas
- AI applications: natural language processing, image recognition, recommendation systems, etc.
- How to use AI professionally: practical applications to improve social media campaigns and efficiently activate new channels without additional resources
6 ECTS – Challenges and Applied Projects
- Kantar Business Challenge Project
- Market Research Agency Challenge
15 ECTS
It is not just the research project required to obtain your Master's degree. It is the opportunity to bring together your academic experience, professional ambitions, personal vision and creativity. It is your chance to put everything you have learned into practice and work towards achieving your goals.
Qualification
Upon completing the course in marketing and consumer behaviour, you will receive a dual qualification with a single enrolment. EAE Business School certifies your training in insights and marketing from a business school perspective, while the Universitat de Lleida provides university accreditation. The programme comprises 60 ECTS of a University-Specific Master’s Degree, completed over ten months.
- University-Specific Master’s Degree in Consumer Behaviour & Marketing Insights (EAE Business School)
- University-Specific Master’s Degree in Consumer Behaviour & Marketing Insights (Universitat de Lleida - UdL)
Advanced Specializations
Advanced Specializations are additional certified courses that allow you to build a personalised learning pathway alongside your Master’s programme. Explore new disciplines, broaden your skill set and develop a more versatile profile tailored to your professional goals.
Design your own Learning Path and combine knowledge, practical experience and specialisation to complement your training in the Master’s Degree in Consumer Behaviour & Marketing Insights
Develop the leadership that the digital world demands: leadership that combines technological agility, designs forward-thinking strategies and makes decisions with a positive impact. More than just developing skills, you will adopt the mindset that enables you to lead transformation rather than simply take part in it. It is the step that takes you from being a professional to becoming a recognised leader.
- IA & Machine Learning
- Innovation Strategy
- Project Management & Agile
- Data-Driven Business Analytics
- Emprendimiento
- ESG & Sustainability
Designed to provide in-depth knowledge of strategic areas and strengthen your technical profile. Become a leading professional capable of solving the industry's most complex challenges and making a difference in high-impact projects.
- Digital Business Transformation
- International Markets
- Product Management
- Fintech
- Big Data Tools & Applications
- Business Analytics & Data Science
- DEI Strategy
- Marketing Digital Avanzado
Added value thanks to Mobile World Capital Barcelona
As an Official Talent Hub of MWCapital, your Advanced programmes are delivered with a real focus on Barcelona’s technological and business ecosystem, strengthening your professional visibility and connection with the sector.
EAE Barcelona has received recognitions and distinctions that endorse its reputation, academic quality and commitment to sustainability, these indicators reflect its standing in the education sector and its contribution to developing business education with a positive impact.
merco
Our reputation has been recognised by merco through mercoTALENTO, mercoTALENTO UNIVERSITARIO, mercoRESPONSABILIDAD ESG and mercoEMPRESAS. These reputation monitors assess areas such as the ability to attract talent, perceptions among university students, commitment to sustainability and overall reputational excellence
Times Higher Education (THE)
Times Higher Education is one of the world’s leading references for evaluating higher education institutions. Its rankings recognise academic excellence, teaching quality, research, international outlook and the impact of universities and business schools.
Positive Impact Rating (PIR)
The Positive Impact Rating assesses business schools according to their contribution to society and sustainability, based on feedback from their students. This recognition highlights the institution’s commitment to positive impact, social responsibility and the development of leaders committed to a sustainable future.
Career Opportunities
The Master’s Degree in Consumer Behaviour & Marketing Insights prepares you to transform consumer knowledge into insights that contribute to marketing strategy and decision-making. Through market research, data analysis, neuromarketing and artificial intelligence, you will develop a comprehensive perspective to create value across different areas of marketing and consumer insights.
Where Do Our Students Work?
Students on the Master’s in Neuromarketing and Consumer Behaviour currently work at companies such as IBM, Mastercard, HP and PepsiCo. You could be the next to take that step!
Faculty
You will learn from practising insights directors, market researchers and analysts who bring into the classroom the studies they are working to complete that very same week. With them, you will learn what methodology alone cannot teach you: when a sample is sufficient to draw conclusions, how to defend a finding that challenges a brand’s perspective, and what to do when data and a client’s intuition do not align.
Mireia San Nicolás
Directora de Consumer Insights & Market Intelligence en GBFoods y experta en Consumer Centric y Actionable Insights. Es Licenciada en Económicas e Investigación de Mercados por la Universidad de Barcelona. Más de 20 años de experiencia en diferentes multinacionales gestionando proyectos internacionales (Europa, EEUU y África), como experta en marketing y conocimiento del consumidor, técnicas de investigación de mercado de vanguardia transformando datos en “recomendaciones actionable”, creación y optimización de estrategias e innovación de productos.
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María del Mar Puig Romagosa
Full-time teaching assistant with over 10 years of teaching experience.
Student support
The Master’s in Neuromarketing provides academic and professional support throughout the ten-month programme in three formats: projects with real companies, masterclasses with practising executives, and guidance from the Career Development Center.
Admission process
Requeriments
Regulations and general access procedure
The Regulations and access procedure for master’s programs at UdL are detailed in the following link:
More information
Admission criteria and procedure for the degree
The general requirements for access and admission to this Master’s degree are established in the Access, Admission and Enrollment Regulations for university master’s programs at Centro Universitario EAE Barcelona:
More information
Criteria for recognition and transfer of credits
The Regulations and procedure for recognition and transfer of credits for UdL master’s programs are detailed in the following link:
More information
- Initial Information/Admission Request
Once completed, we’ll assign you one of our expert advisors that will get in touch with you.
- Interview with the Admissions Department
We’ll evaluate your professional and academic profile and, together, we’ll assess your eligibility for advancing towards a Master’s level based on your professional goals.
- Formal Presentation of the Admission Form
Updated CV
Motivation Letter
Academic and/or Professional Letter of Recommendation
Last/Ongoing Degree Certificate
Admission Test (if required)
Language Certificate (if required) - Admissions Committee
Your advisor will be in charge of defending your application in front of the Committee.
- Process Resolution
We’ll inform you on the result of the process.
- Booking and Assign You a Spot
You will have 3 to 5 days to make the payment for the inscription.
Financial Aid and Scholarships
At EAE Business School, we believe in talent and want to help you achieve your goals. That is why we offer different types of scholarships for students who demonstrate excellence, leadership, and commitment.
Frequently Asked Questions about the Master’s Degree in Consumer Behaviour & Marketing Insights
This ten-month programme provides training in consumer research from two complementary perspectives. The first is the psychology of purchasing decisions and neuromarketing, which explain why people choose what they choose. The second is market research and data analytics, which make it possible to measure and demonstrate these behaviours.
An insight is a non-obvious understanding of why consumers behave the way they do, specific enough to inform a decision. It is neither a data point nor an observation: it is the explanation behind them. Companies value insights because they help them make the right decisions about a product or campaign before spending their budget, rather than finding out afterwards.
Neuromarketing applies neuroscience techniques to study consumer responses to brand, product and advertising stimuli. The Master’s programme covers the main methods and techniques, their application to decision-making and, specifically, the ethical and legal limits of their use.
You do not need to have studied psychology or have previous experience in market research. The programme welcomes applicants from marketing, communications, advertising, business administration and social sciences. It starts with the fundamentals of consumer behaviour before moving on to research and analysis techniques. What matters in the admissions interview is your interest in consumers and your willingness to work with data.
A Master’s in Digital Marketing teaches you how to execute: channels, campaigns and conversion. This programme teaches you to understand why consumers respond the way they do, using the research and analysis methodologies that underpin that understanding. The two are complementary but lead to different roles: one focuses on performance and growth, while this one focuses on insights, branding and strategy.
It opens up opportunities in insights and brand departments at major advertisers, market research institutes and consultancies. Potential roles include Consumer Insights Manager, Customer Intelligence Analyst, Brand Manager, Customer Experience Manager and Marketing Data Scientist.
A Master’s in Marketing covers the entire marketing function, from product to communications and sales. A Master’s in Consumer Behaviour specialises in understanding why people buy, using research, neuromarketing and analytics techniques to demonstrate what drives their decisions. The former prepares marketing directors; the latter develops the insights professionals those directors rely on to make decisions.
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