The Wisconsin School of Business offers one of the nation’s premier MBA specializations in marketing research, producing fact-based, data-driven consumer insight talent for top companies. Delivered through the A.C. Nielsen Center for Marketing Research, the program combines an in-depth, specialized education in marketing research with a big-picture, strategic-thinking MBA curriculum. Graduates go on to become business strategists who ground their recommendations in consumer behavior insights and sound business acumen. Our strong commitment to hands-on learning and industry engagement ensures students have the opportunity to apply what they learn in the classroom to industry consulting projects, case competitions, and extensive contact with marketing research professionals.

Photo of Adrianna Fie

“Even after only three weeks in the program here at Wisconsin, I know I’ve made the right choice. Not only are the students, professors, and staff all incredibly passionate—not to mention welcoming—but also we’ve already been able to gain real-world marketing research experience by doing shop-along research for WhiteWave Foods.”

—Adrianna Fie, MBA
Global Consumer Insights Associate, General Mills

Photo of market research alumni visiting Chicago

Access Valuable Insights

The marketing research specialization in the Wisconsin MBA Program emphasizes challenging real-world experiences with multinational companies. Regular site visits and classroom guest speakers give you unparalleled access to marketing research leaders and ensure you graduate knowing the latest industry trends and best practices. Our Student Consulting Program gives marketing research students the opportunity to work directly with firms and corporations to provide actionable insights and recommendations to senior business leaders. The real world experiences you gain while still in the Wisconsin MBA Program will give you a competitive edge in the marketplace.

Gain insights with hands-on learning


Average base salary

Fast-Track Your Career

With 100 percent of the class of 2016 securing employment before graduation, it is clear students get a jump start on successful careers. Top employers from companies such as General Mills, SC Johnson, Walmart, and PepsiCo recruit Wisconsin School of Business graduates for positions such as research manager, consumer insights associate, customer research strategist, and market research analyst. The Wisconsin MBA Program in marketing research has the network, coursework, and practical learning experiences to position you for career advancement.

Explore your career potential

Grow with Industry Mentors

Grow with Industry Mentors

As a marketing research student, you will learn from and engage with an extensive alumni network and advisory board. You will have extraordinary access to leading professionals from many of the industry's most innovative marketing research firms. Biennially, students gather with leading industry executives for the A.C. Nielsen Center's Alumni and Friends Summit. Every student is assigned mentors from the A.C. Nielsen External Advisory Board; these high-level executives and experienced professionals support your career goals during and beyond your time in the Wisconsin MBA Program.

Meet our community of leaders

A Specialized Curriculum

Marketing research is a balance of art and science, dependent on analytical thinking and a practical understanding of the needs of both businesses and consumers. The curriculum for the Wisconsin MBA Program specialization in marketing research covers general management skills such as finance, strategy and leadership, while still providing a master's-level education in qualitative and quantitative research techniques the industry requires.

This specialized curriculum provides the education you need to enhance both your management skills and your practical understanding of the most sophisticated research methods and analytical tools.

See your focused curriculum

The Marketing Research Experience

“Upon graduation I joined Prophet, a growth strategy firm, as an associate consultant. While an MBA is expected, it was the specialized education from the University of Wisconsin–Madison and the A.C. Nielsen Center that prepared me to be successful. I developed two main differentiators: a strong foundation in consumer insights and research and a holistic business strategic perspective.”

—Kelly Goldthorpe, MBA

Hear from our students

Meet the Team

A dedicated team of staff members will provide you with one-on-one support—from admissions through graduation. Learn more about them and get a handy overview of this career specialization to save, print, or share.

Download our quick guide