Market Research and Consumer Behavior

IE Business School connects consumer behavior with the research used to understand a market. The decision process gives context to the methods for collecting and analyzing information. It suits learners who want to make product-marketing choices with a clearer account of how customers decide, while recognizing the difference between an observed response and a broad claim about an entire audience.

What you will learn

• Explore consumer behavior and decision processes.
• Review marketing-research fundamentals.
• Connect data collection and analysis with marketing questions.

Who this suits

Beginners; the provider requires no previous experience. This course focuses on the customer-research foundation of product marketing rather than an end-to-end product-launch process.

Before you enroll

Review the industry and stage of business used in the examples. Product marketing, product management and sales have related but different responsibilities. Check course-level access and certificate terms separately from any full specialization. Use invented product information in public exercises, and treat research findings or launch plans as hypotheses that require evidence rather than assured business results.

Coursera offers paid enrollment or subscription access. Check the enrollment screen for assessment and certificate terms, trials and any financial-aid options. Provider access terms can change; review them before paying.

Put it into practice

Describe a fictional purchasing decision and the information a marketer would need to understand it. Propose a research method, identify a possible bias and explain how the finding could inform positioning.

Source and review

This overview is based on the provider's published information, checked on 12 October 2026. It is an editorial assessment, not a claim that we completed the resource. Time filters are approximate study ranges; projects and exercises can take longer.

View the curriculum and current access options at Coursera.

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