In today’s competitive, globally-connected and data-rich business environment, organizations increasingly rely on consumer and market insights to help spark innovation and inform strategic decisions. Insights provide deep understanding of relevant, actionable and previously unidentified market trends and consumer needs, beliefs, motivations, and experiences. Marketers discover insights through the use of qualitative and quantitative methods, tools and analytic techniques grounded in advanced theoretical perspectives.

This major will equip students with the skills to help organizations gain valuable insights from market research insights that allow them to anticipate future consumer needs, identify detrimental trends, forecast market conditions, gauge competition, make informed predictions and adapt to an ever-changing environment.