The document explores challenges in the field of market research and consumer behavior, particularly highlighting biases and ethical concerns. It discusses the emerging role of neuromarketing, which integrates neuroscience with marketing strategies, and outlines various professional roles that can be pursued in this area. The author's ambition includes obtaining a PhD in neuromarketing and eventually teaching and researching the subject at a university level.

1. Market Research and
Consumer Behaviour
By María del Carmen González-Sandoval Marrero.

2. Question to be tackled:
What do you believe are the greatest challenges facing the sector or industry
you would like to specialize in at IE? What role do you hope to be able to play
in this sector or industry in the medium term?

3. Structure
• Introduction to the sector.
• Challenges of the sector
• Professional roles agents may develop in the sector.
• Personal Choice

4. Neuromarketing
• Imagine you are craving chocolate cereals. You go to the grocery shop and get
confronted with a huge shelf of different choices to satisfy your need. There are
different prices, package designs, flavors and shapes. Which chocolate cereals will
you choose? On what is your decision based?

5. • Neuromarketing is emerging from the connection of different studies such
as consumer behaviour, market research and neuroscience. As a result,
the term neuromarketing measures the impact of marketing on consumers
and the different techniques used during the research are based on the study
of scientific principles of the brain.

6. Challengues from the sector
• Criticism agains Consumer Behavior and Market Research as being bias as
some experts believe the relation between certain areas of the brain and
behavior, does not main there is a causal link between the two.
• Consumer Behavior and Market Research is perceived by many an ethically
irresponsible.
• Consumer Behavior and Market Research study the average consumer.
Hence, some studies that may need a closer/individualize research may be
somehow bias.

7. Professional Roles
• Marketing Analyst.
• Customer Conversion Rate Optimization Role.
• Marketing Science Manager.
• Market Research and Customer Behaviour roles at the Marketing
Department.
• Teaching and investigating Customer Behaviour and Market
Research.

8. Teaching and Investigating Customer Behaviour and
Market Research.
• In the short term, I would like to get a PHd on Neuromarketing and Consumer
Behaviour.
• Afterwards, I would like to work at a international Company in the marketing
department to get more insights on how the sector/industry works.
• In the medium-long term, I would like to teach Neuromaketing at a university
level as well as investigate the topic to contribute to the knowledge about the
field.