Master in Market Research and Consumer Insights

One of the objectives of the Master in Market Research and Consumer Insights is to update and train market research and intelligence professionals, analysts and strategic planning professionals to better use the different methods and techniques of market research and to understand the dynamics and Consumption habits.

Train the student in the use of current data research methods and techniques to generate consumer insights and develop analytical knowledge to understand the behavior of new consumers. Enable business analysis, diagnosis and prognosis and train professionals qualified to work in the market intelligence area, in the CMI areas of companies and specialists in the most recent trends in market research and UX research, with more human skills and a vision of deeper market and consumption and a greater vision and strategic capacity to monitor and predict new consumption practices and changes in market scenarios.

Strategically manage data and capture insights about the consumer and the market, supporting decision-making in increasingly dynamic and complex business environments, generating an innovative advantage for the company. Introduce the different techniques and tools for using data and generating insights: visualization, analysis, identification of patterns, generation of applicable recommendations to contribute to the continuous improvement of the business. Travel trails and integrate a range of fundamental disciplines to train research and planning professionals in the areas of business intelligence , consumer and market insights , in new methods of market research and applied research. A course that qualifies and specializes professionals who study and analyze new practices, habits and attitudes of consumers

what will you learn

The courses will be led by professors with professional and academic experience in the respective themes, who will present the contents live via web conference, generating great interaction between professors and students with the discussion of cases, analysis of texts and relevant bibliographic indications.

• Integrating Discipline
• Business Intelligence - Consumer & Market Insights
• Insights and Trends Predictive Research and Analysis
• Trends & Strategic Foresights
• Research Foundations, Methods and Techniques
• Design Research: (Service Thinking Design)
• Research Techniques in Applied Neurosciences
• Quantitative Research Techniques and Applied Statistics
• Applied Consumer Anthropology: Ethnography and Netnography
• Behavioral Sciences and Consumer Behavior
• Social Networks: Public Opinion and Social Influence
• Data Mining and Social Listening
• Concept and Product Search
• Communication and Brand Image Research
• Shopper Insights and Retail Research
• Media Research, Metrics and Audience Measurement
• Insights & Strategic Innovation

Applied Completion Project

With the supervision of an advisor professor, the student will develop a project with practical application of the theoretical references and methodologies addressed throughout the course, which can be applied in their workplace or even aimed at entrepreneurship.

*At the end of the course, students will present the course conclusion work (TCC) in person to a panel of professors. The presentation takes place at one of the ESPM units, in São Paulo, Rio de Janeiro or Porto Alegre.

alumni profile

At the end of the course students will be able to:

• Develop and apply the concepts, skills and attitudes developed during the course, enabling the assimilation, questioning and construction of strategic knowledge;
• Use different methods and techniques of market research, exercise analysis, diagnosis and business prognosis recommending strategies based on data and insights collected during the project;
• Interpret and deal with all the variables involved in the elaboration of a market research, putting into practice the main concepts and theories, practices and tools discussed throughout the course and in the various disciplines during the duration of the course;
• Analyze, plan and identify the essential foundations of the different disciplines involved in behavior and consumption studies and research methodologies and techniques;
• Differentiate the use of academic foundations, research methodologies and tools from practical market research applications, creating real solutions based on applied theoretical concepts;
• Have analytical and critical attitudes, essential in the formation of a professional who works in the areas of strategic intelligence;
• Deepen discussions of marketing problems and assertively identify moments when research can play a strategic role for the business;
• Have a better understanding of possible methods and ways to apply research, identifying the different possibilities of each approach (qualitative and quantitative) and its application in the market;
• Formulate and analyze problems relevant to behavior and consumption studies;
• Generate hypotheses about the relationship between problems and possible market solutions; create research strategies that take into account the conceptual support and the real market problem, proposing creative and innovative solutions;
• Compare various methodological techniques and tools, experiencing in practice, investigations and experimental and immersive research, through experimental research and field research, with the application of qualitative research and ethnography methods and techniques for social and behavioral, consumer and market studies .

for whom it is intended

The course is aimed at all professionals who want to specialize and grow professionally in the areas of strategic intelligence, research, analysis and marketing planning, trends and consumer insights, UX reserch and branding. To professionals from the most diverse areas who work directly with research and strategic knowledge about the market and the various consumer segments. To analysts and strategists who are concerned with developing customer centric, communication and advertising strategies, product design and development, analysis and strategic planning based on studies and research methods and CMI. To professionals who aim to train, update and expand their knowledge about the area of market research and UXR - user research, in behavioral research studies and socio-cultural trends. To other professionals interested in the study of behavior and social experiences and the application of disciplines and analytical techniques to the business environment. To professionals from companies, communication agencies that need to train their teams in the area of research and planning. Coordinators and managers of several business segments linked to the areas of CMI and relationship and management of the customer base.