Posts Tagged ‘Marketing Research#8217;


MB tools  Towards the end of the first semester, things got busy with group projects and final exams. Between these hectic days we got the great news that we were going to visit Millward Brown, one of the world´s leading research agencies. We had been taking a course on Focus Groups and In-depth Interviews taught by Pepe Martinez, the Millward Brown Ibeira Managing Director; and now him and his coworkers wanted to show us their day-to-day activities at the office.

At first we thought it was going to be a visit to see the office and some of the research tools they use, but then they told us it was time to get to work. We had the chance to use and experience the latest research tools that are being used in the agency to test real marketing campaigns and visual ads. Then, we were able to try them on each other and collect our own information on current and future campaigns. It is always great to be taught theory in class from an expert or someone who is in the field, but it is an absolute pleasure to actually be able to experience it and apply the theory yourself. I believe it enriches the learning experience and ensures theory sticks with students through this type of hands-on experience.

MB workshopThe visit started with a quick workshop that included the agenda, an introduction giving us more details on what we were about to see and how the visit will take place. Everything was planned perfectly; they divided the class into two different groups rotating each on the research labs to make sure that each student would get the chance to experience every tool themselves. It was an excellent visit and our tour guides were very insightful; they had already been in the agency for few years, worked with several global clients and encouraged all students to ask questions. Moreover, we learned that Millward Brown is the only full service research agency with a dedicated global neuroscience practice. We were able to see the importance of this practice through several neuroscience research solutions they offer such as Facial Coding & Eye Tracing tools. We were also exposed to the different projective techniques the agency uses to measure brand positioning or address several clients’ research questions.

Finally, the whole class was brought together again to recap on everything we saw and reinforce the occasions each tool is used for. So far, this was one of the best experiences in the program; not just from the practical stand point but also witnessing the culture and environment from the employees was inspiring and motivating. Therefore, this visit has not only taught us a lot in terms of the latest research tools and techniques but also showed us the great advantage of working in a place where you get to do what you love.

Written by: Hanzada Youssef, Cairo, MRCB ´13



Written on February 8, 2013 by MRCB Staff & Students in Student Life

We are almost halfway into the second term of the master, but it seems just like yesterday when we arrived in Madrid, bright-eyed and bushy-tailed.  Not that we are now devoid of zest and optimism.  In fact, the pace and quality of the program last term now has us craving for bigger challenges and a greater desire to learn from the best from best.

So how does the program measure up so far? IE prides itself for the diversity in campus, which makes up a highly multi-cultural community. In our class alone, there are 33 students from 22 countries.  But what’s more impressive is that we all get along with each other. Diversity also comes in the form of experience:  we have a classmate who flew in a few days after college graduation, another who already has an MBA degree, a few who have no work experience and others who have been working for more than seven years. Even the professors we have had are from different backgrounds and industries. We have had a mix of full-time faculty, professionals currently holding executive positions in multinational firms and entrepreneurs who have shared with us a wealth of information, not just in theory but also from their professional experiences. Lastly, entrepreneurship and innovation are constantly encouraged in all the things we do.

When IE said to expect a fast-paced and intense program, they really weren’t kidding. No time is wasted as soon as the pleasantries during the first sessions are done. Readings, case studies, group projects, individual assignments and tests, quickly fill up the agenda (which also tries to squeeze in attending seminars, networking over tapas & cañas, watching football, and of course, immersing in Madrid’s nocturnal culture).

Teamwork and healthy competition are fostered through the groups assigned at the start of the term. With the level of diversity in the class, each group had to overcome the cultural differences and make them work to their advantage. Also, due to the amount of time spent with our teammates, we practically treated each other like family (imagine the separation anxiety that resulted at the end of the term).

Overall, for a program on its initial run, it lives up to its expectations. Pride is felt for being part of the pioneer batch, of a program offered nowhere else in the world.


Written by Pia Montemayor, Philippines, MRCB ´13


IE School of Social and Behavioral Science is very proud to present the very first Master in Market Research & Consumer Behavior Class ´13! We brought the most talented people from all over the world to become the next leaders in market research and consumer behavior, an industry that is rapidly growing and is already making a big impact in companies and consumers´ lives.  This group of students come from different backgrounds such as psychology, marketing, economics, political science, advertising, communications, sociology and math, bringing their knowledge to the classroom for a wholsome enriching experience- all with the purpose of becoming consumer and market experts!

Class Facts:

  • 33 students
  • 22 nationalities
  • 26 years old (avg)
  • 4 years of experience (avg)

Welcome Class!

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