Cristina is an alumni of the IE Human Sciences & Technology (HST) having graduated from the Masters of Market Research and Consumer Behavior programme. Now settled into her current role as Product Development Client Executive at Kantar Milward Brown, she sat down with the HST Comms team to talk about her experiences and choices with the programme, and the lessons she’s learned.
Why did you decide to do a Masters in Market Research and Consumer Behavior?
I chose to study this master because I realized I was passionate about the consumer and specially the consumer goods industry. I have always been really curious about how products are developed, why are they placed on stores as they are, why they have a specific packaging, etc… and of course about how people react to those strategies and what is on their minds when they face them in real life. A Master in Market Research and Consumer Behavior was the best way to “satiate” my curiosity and desire to deepen on this world of market research.
Why you choose IE as your school for your master program?
After making the decision of quitting my job to study a Masters, I wanted to make sure I invested my time and efforts on one that had the best teachers and resources, that would provide me with the knowledge and learnings I was looking for and that would also give me the opportunity to meet people different from me from all over the world. After a deep research, IE was not only the school that met all these requirements, but also the one that had the most complete program on the topic I was interested on.
What were your main takeaways/projects from this program?
Academically, it gave me a very broad view of the market research industry and techniques, but also learnings about other topics that were not so related to market research and consumer behavior, but that are key for a successful professional career nowadays. Besides, being able to develop our projects with real companies and based on real cases was definitely key to gain a better knowledge and understanding of how real life at work would be once the masters ended. Personally, it gave me the opportunity to meet amazing people that will stay in my life forever and from whom I have learned a lot.
How did the IE experience, diversity and other areas from the schools shaped your professional path?
Working on diverse and multi-cultural groups at IE was very useful, it prepared me to work with people very different to me not just for a few moths but for much longer as I do today on my job! Learning to listen, understand and discuss is key in any job and these skills are definitely cultivated during the masters. Also, conversations with teachers, the Women in Business Club events and my mentor from the Women Mentoring Program helped me understand what I really wanted to do after the masters. There are thousands of resources and events at IE you can sign up for that will enrich you in many ways.
Now, that you are working for a company as important as Kantar, what recommendations would you give to future students who want to venture into the field of marketing?
First of all, I would recommend them to broaden their horizons, both on their personal and professional life: talk to everyone you meet, never say “No” before trying and don’t limit yourselves to a single area of interest. I was pretty sure about what I wanted to do after the Masters before starting it, and then discovered there were many other options on this field that could suit me. Secondly, don’t be afraid to ask questions or help, there’s always going to be someone willing to help you (at IE, at your future company…) and often the best way to succeed is to fail first. This industry has great companies to work for where you can learn a lot, work hard and your efforts will be rewarded. Good luck!!
