Market Research and Consumer Insight

This MSc equips you with advanced skills in both quantitative and qualitative research methods used to understand consumer behaviour and inform business strategy. You explore survey design, focus groups, ethnographic observation, data analytics, and behavioural psychology, learning how to translate raw data into actionable insight. Practical modules involve working with real client briefs, industry-standard software such as SPSS and NVivo, and live datasets from consumer brands or public bodies like Bord Bia. A placement or applied research project with a market research agency or FMCG company is typically included, and some programmes offer Erasmus exchange opportunities. A typical week combines lectures, data workshops, and collaborative group projects, giving you both technical rigour and commercial awareness.

Entry to this postgraduate programme normally requires an NFQ Level 8 Honours Bachelor degree (minimum 2.2, preferably 2.1) in a relevant discipline such as Business, Marketing, Psychology, Economics, or Social Science. A background in statistics or research methods at undergraduate level is a distinct advantage, as the programme is methodologically demanding from the outset. Applicants without a directly relevant degree but with substantial professional experience in research, marketing, or data analysis may be considered as mature or non-standard entrants. Some programmes require a personal statement outlining your motivation and relevant experience, and occasionally a short interview. Graduates of NFQ Level 8 programmes who did not specialise in research-related subjects may be advised to complete a preparatory module in quantitative methods before commencing.

Demand for skilled insight professionals in Ireland remains strong, driven by the growth of data-led decision-making across both the private and public sectors. Multinational companies based in Dublin increasingly build in-house insight teams, creating opportunities beyond traditional research agencies. Starting salaries for graduates typically range from €32,000 to €42,000, with experienced insight managers earning €55,000 to €75,000 or more. The combination of qualitative and quantitative expertise makes graduates versatile and competitive in the Irish jobs market.