If you are interested in data analytics, consumer behavior, psychology, and overall business intelligence, marketing research offers a path to a fulfilling and strategic career discovering and applying consumer insights. In the fast-paced world of big data, where the consumer is king, companies rely heavily on the “voice of the customer.” Using marketing research tools, you play a key role in adding this consumer voice to help guide business strategy. Earning a top-ranked MBA with a specialization in marketing research allows you to leverage your prior education and professional experience and can quickly propel you toward your ideal job.

Learn more about this growing, high-demand field

Delivered through the School’s A.C. Nielsen Center for Marketing Research, the MBA curriculum combines an in-depth, specialized education in marketing research methodologies with techniques for applying discovered insights into big-picture, strategic thinking.

Our strong commitment to hands-on learning and industry engagement prepares you to apply classroom knowledge to industry consulting projects and case competitions, and includes extensive contact with consumer insights professionals.

Photo of Adrianna Fie

“Wisconsin gave me business strategy skills and tools to apply my consumer curiosity to help brands grow. I combined my experience as a small business entrepreneur, a passion for food, and ongoing fascination for how people shop into a career with General Mills.”

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

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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

$106,167

Average base salary

Fast-Track Your Career

The marketing research specialization has the network, coursework, and practical learning experiences to position you for career advancement—and an excellent placement rate. Top employers from companies such as Adobe, AbbVie, General Mills, and PepsiCo recruit our students for positions such as consumer insights associate, customer research strategist, research manager, and market research analyst.

Explore your career potential

Grow with Industry Mentors

Grow with Industry Mentors

As a marketing research student, you will benefit from extraordinary access to leading professionals from many of the industry’s most innovative marketing research firms. You will gain valuable industry exposure at the A.C. Nielsen Center’s Alumni and Friends Summit. Also, as a student, you are matched with two mentors from the A.C. Nielsen External Advisory Board—high-level executives and experienced professionals who support your career goals during your time in the Wisconsin MBA Program and throughout your career.

Meet our community of leaders

A Specialized Curriculum

Marketing research is a balance of art and science, based on analytical thinking and deep understanding of businesses and consumers—all to impact business decisions and drive growth. Our unique, specialized curriculum cultivates general management skills and provides a practical understanding of the most sophisticated research methods, marketing analytics, and decision-science tools used by business today.


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

You get one-on-one support—from admissions through graduation—from a team that knows the marketing research industry and is dedicated to your success. Our quick guide contains more information about our expert team and about this career specialization.

Download our quick guide