Master in
Neuromarketing and Market Research

Neuromarketing and Market Research

Online Master's in Neuromarketing and Consumer Behaviour

Presentation of the Master's in Neuromarketing and Market Research

The field of market research is growing fast in the 21st century. The Master's in Neuromarketing and Market Research taught at OBS Business School is designed to meet the needs of companies which require professionals with the skills to collect and analyse market information, enabling them to make the most appropriate strategic and operational decisions.

The Master's in Neuromarketing and Market Research has a curriculum combining fundamental knowledge about market research with the most advanced methodologies on neuromarketing, ethnography and digital market research systems.

The educational program offers the unique opportunity for participants to move quickly to leadership positions in the field of neuromarketing, and new jobs in the fields of market research, both offline and online, contributing to new media and new technologies.


We prepare students to develop their career in marketing research thanks to high specialisation and advanced training, leading to high employability in leading companies in the sector and large corporations with their own departments dedicated to market research and neuromarketing. With the guidance and expertise from professors, mainly consisting of active professionals and managers, students will be successfully prepared to face the highly competitive international workplace.

We must collect, analyse and interpret information from the market appropriately. In today's society, the development and appropriate use of quality information is a key competitive advantage over competitors. Finding out and meeting the needs and wishes of users and consumers involves having a thorough knowledge about their behaviour, motivations, preferences and perceptions. We must understand how the biological, psychological, social and cultural traits of consumers affect how they make decisions and their purchasing behaviour.


Possible opportunities

  • Market analyst for market research companies
  • Project manager, account executive
  • Brand management for SMEs and large corporation
  • Marketing management for media and advertising companies
  • Neuromarketing project manager
  • Account planning for advertising agencies
  • Neuromarketing laboratory manager
  • Packaging design manager

Objectives of the Master's

  • To prepare for management positions and professional development in the field of client/consumer analysis using fundamental market research methodologies and advanced neuromarketing techniques
  • To understand the marketing research process to define opportunities and problems in marketing products and services
  • To develop the capacity to implement and manage marketing and neuromarketing research projects
  • To know about and understand the programs used in marketing research specialities and different analytical techniques
  • To analyse consumer behaviour to increase the probability of success for business strategies, both in the physical and digital environments
  • To be able to develop high-impact and highly effective brands using the neurological analyses of consumers

Curriculum of the Master's in Neuromarketing

Block 1: Market research

> Module 1. Basics of qualitative research

This module examines the nature of qualitative research and its increasing value in market research. The role of interviewing focus groups and the behaviour thereof will be explored. Other topics include in-depth interviews, projective techniques, observational research and the Delphi method.

Topics covered:

  • Qualitative research design
  • The interview
  • The focus group
  • Projective techniques
  • The Delphi method


> Module 2. Statistical methods for market research

The application of probability and basic statistical methods for solving marketing research problems. Students will be introduced to the basic concepts of probability and statistics. At the end of the course, they will be able to use statistical tools such as analysis of variance, regression and chi-square tests for market research problems.

Topics covered:

  • Probability
  • Distributions
  • Statistical inference
  • Hypothesis testing
  • Analysis of variance
  • Regression
  • Chi-square test


> Module 3. Quantitative research methods and techniques

This course addresses the most important quantitative models and techniques for market research. Survey methodology, questionnaire design, sampling techniques, panels, etc. will be discussed. Students will learn how to apply the techniques, as well as understand the latest methodological advances in quantitative techniques.

Topics covered:

  • The survey
  • Preparation of questionnaires
  • Sampling techniques
  • Research panels


> Module 4. Digital market research and ethnography

The internet and digital technologies are ubiquitous in everyday life and are key places where consumers create relationships, develop practices and build their identity. Taking the internet as an object of study and a research tool as a starting point, this subject investigates the consequences of this phenomenon on qualitative research methods. It also presents the tools to investigate "in" and "the" digital world, giving the keys to solve the problems that arise when implementing qualitative research and digital ethnography. 

Topics covered:

  • The internet and socio-cultural practices
  • Digital ethnography
  • Methodological tools for digital environments
  • Analysis of text and visual data


Block 2: Consumer behaviour

> Module 5. Consumer psychology

This module focuses on the study of human perception applied to communication processes and marketing. Gestalt psychology, the behavioural model, the cognitive model, absolute and differential thresholds and subliminal messages are some of the topics covered in this course, so that the student is equipped with the fundamental concepts of psychology applied to the study of consumption.

Topics covered:

  • Human universals
  • Perception and emotions
  • Subliminal messages
  • Learning and behaviour


> Module 6. Social media intelligence and web analytics

This course focuses on web analytics technologies and how companies and organisations can use technology to measure web traffic, improve commercial presence and conduct market research. The course will also teach students how to analyse social network data and apply that analysis to develop marketing strategies.

Topics covered:

  • Collection, analysis and reporting techniques for website and social network traffic
  • Tools and diagnostics associated with web analytics
  • Web analysis strategies and the implementation thereof
  • Social media intelligence strategies and tools


> Module 7. Sensory and experiential marketing

Both sensory marketing and experiential marketing aim to take the brand experience beyond what we are used to. This subject will give guidelines to design marketing activities with a high impact on consumers through the senses and the experience of the brand. Students will also learn how to use games (gaming) as an experiential marketing tool.

Topics covered:

  • The emotional model
  • The rational model
  • Sensory and affective experiences
  • Cognitive and physical experiences.


Block 3: Neuromarketing

> Module 8. Basics of neuroscience applied to marketing

Neuromarketing is simply the application of neuroscience to advertising communication, microeconomics and marketing. This subject will present the basics of neurological models that support this field of research and knowledge, also discussing how they are used in the business and company world. For this, students need to know the basic principles of neuroanatomy and neurophysiology of the human brain to then show how it affects motivation and behaviour.

Topics covered:

  • Attentional systems
  • Systems 1 and 2. Quick thinking vs slow thinking
  • Emotion and motivation. Somatic marker and making intuitive, irrational decisions.
  • Self-regulation: Frontal lobe, discount function and transtemporal organisation of behaviour.
  • Implicit and explicit memory.


Module 9: Branding and neuromarketing.

The current world of marketing is based on the construction of meanings from global brands. In this module, students will study successful advertising and marketing cases, where concepts learned from consumer psychology and neuroscience applied to marketing are consolidated through strategic marketing.

Topics include:

  • Brand identity
  • Brand personality
  • The brain and positioning
  • Image and reputation
  • Meaning


> Module 10. Neuromarketing applied to digital experiences

This module teaches the current state of neuromarketing in the design of experiences focussed on insights, via digital interaction scenarios and the construction of narratives that support marketing strategies. In turn, this subject is connected to the following one, which continues with the same approach, via the development of the additional prospects of neuromarketing and the digital world.


Final Master's Project (FMP)

As the final Master's project, students will design a complete research project in the field of marketing management under the supervision of a tutor. The research project will allow students to apply all the knowledge acquired during the programme when they identify and define a research problem, developing the design and scope of the study and implementing the analysis tools and result report.



Additional activities

  • Business game: marketing simulation with Markstrat

This simulation is the ideal place to develop skills in making decisions related to segmentation and positioning strategies, the allocation of resources for different brands, integrated marketing communications and multiple channels with intermediaries. Students learn how to motivate consumers and channel partners and measure their progress using market research.


  • Neuromarketing laboratory

Workshop focusing on the practical application of neuromarketing tools learned in the relevant modules of the programme, including the following:

  • Fixed and mobile EyeTracker
  • Neuroscience consumption laboratory
  • Gesell chamber
  • Emotive laboratory


  • Webinars from tool suppliers

Throughout the course, a series of webinars will be conducted with leading marketing research tool (software) suppliers. The objectives are:

  • To show students different suppliers and tools for qualitative data analysis, qualitative research and the design and implementation of surveys, statistical analyses, etc.
  • To develop evaluation criteria in order to choose different support tools for making decisions in relation to market research.
  • To know the application of different computer systems in real cases of market research.


  • Management meetings

Above and beyond the case studies for each of the subjects, and the experience of professors, meetings with top-level managers will be held throughout the programme as video conferences. At these events, speakers will share experiences in the design and management of marketing research projects.

Requirements for the Master's in Neuromarketing

The fundamental goal of our application process is to ensure the suitability of candidates. All participants must get the most out of this learning experience via a context in which it is possible to develop a long-term relationship with classmates, professors and alumni.

Here are the stages of the application process:

1. Application prerequisites

2. Application for admission

3. Personal interview

4. Letter of motivation

5. Evaluation by the Admission Committee

6. Enrolment


Award of the Master's in Neuromarketing

People who pass the programme assessments and who meet the academic requirements set by the UB will be awarded the Master’s from the UB (University of Barcelona). In addition, everyone who passes the assessment will receive the degree from EAE Business School.

To obtain the qualification from the UB, you must have a University Degree (Engineering, Degree or Diploma). If you do not have a University Degree, once you have passed the different assessments, you will obtain a diploma accredited by the UB.

Programme Director Master in Neuromarketing and Market Research


Luis Toro Dupoy

  • Master’s Degree in Business Administration, University of St. Thomas (Houston, Texas)
  • Master’s Degree in Marketing Management and Commercial Management from ESIC (Madrid, Spain)
  • Degree in Clinical and Industrial Psychology (Caracas, Venezuela)

Andrés Benchimol

  • PhD in Business Economics and Quantitative Methods from Universidad Carlos III de Madrid
  • Master’s in Business Economics and Quantitative Methods from Universidad Carlos III de Madrid

Miguel Ángel Campos

  • Director de Estudios Cualitativos
  • Licenciado en Antropología Social y Cultural. UNED Licenciado en Psicología. Universidad Complutense de Madrid.
  • Especialista Universitario en Sociología del Consumo por la Universidad Complutense de Madrid

Santiago Giménez

  • Director de Marketing Digital en StarVie.
  • Master en Analítica Web en Kschool (Madrid, España).
  • Master en Marketing Profesional UCM (Madrid, España)
  • Licenciado en Relaciones Industriales en la Universidad Católica Andrés Bello (Caracas, Venezuela).

Dana Zirpoli

  • Consultora senior en investigación de mercados
  • Licenciada en Sociología por la Universidad de La Coruña

Julio César Cardona

  • Neuro-psicólogo clínico.
  • Psicólogo por la Universidad de San Buenaventura (Medellín, Colombia)
  • Docente de psicobiología y neuropsicología en facultades de Ciencias Sociales de la Universidad de Antioquia y la Universidad Pontificia Bolivariana.

Gustavo Rojas Pavez

  • Chief UX and Neuromarketing Laboratory at  Banco Bci
  • Master’s Degree in Consumer Behaviour from UAI.
  • Commercial Engineer, Bachelor of Science in Business Administration from UAS. 
  • Interaction Design and Physical Computing from UDD
  • Agile Leadership 1 (CAL) Program, Scrum Master & Product Owner certificate.
  • Professor of digital strategy, research, CX / UX and web analytics Masters and Postgraduate.

Yury Ustrov

  • Director de Marketing de Devinssi
  • Doctor Cum Laude en Economia y Empresa. Universitat Rovira i Virgili.
  • Máster en Dirección i Planificació del Turisme. Universitat Rovira i Virgili.
  • Licenciado en Administración y Dirección de Empresas. Universitat Pública Politècnica de Sant Petersburg.
  • Dedication60 ECTS
  • InitiationNovember 2018
  • Term10 months
  • Price6.500 €
  • MethodologyOnline
  • LanguageSpanish