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Consumer Psychology (MSc, PDip)

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The Psychology of Consumer Decision Making MSc in Consumer Psychology The Psychology of Consumer Decision Making The Psychology of Consumer Decision Making The Psychology of Consumer Decision Making How To Apply to this MSc The Psychology of Consumer Decision Making The Psychology of Consumer Decision Making

Course Overview

The MSc in Consumer Psychology is a dynamic, employment and skills-focused programme suitable for recent graduates or current professionals. You will learn how to investigate and enhance the experiences of consumers including retail consumers, service users, employees, clients and more.We also train you to identify and communicate decision-grade information and tangible solutions to a variety of stakeholders.

Consumer Psychology

Consumer psychology is the study of how we relate to the transaction of goods and services we use every day. Our goal is sustainable consumption, the basis of long-term mutually beneficial relationships.In the MSc in Consumer Psychology, we train students to become practical and powerful problem-solvers in a variety of industry and organisational contexts. You will be ready to identify insights from consumer theory and data analysis and you will be conscious of the constraints on solutions (cultural concerns, sustainability) in your context.

Work-Based Research

The MSc in Consumer Psychology will empower you to transition to a role focused on consumer experience and data analysis. In order to do this, we provide opportunities to apply your skills to genuine industry issues. In the International Business Project, you will work on Global Virtual Teams addressing issues provided by multinational companies. In the Work-Based Research Project, you will work with our industry partners here in Galway and beyond to apply data analytics and consumer insights to their challenges. We will empower you to improve yourself, your organization and society. Our recent graduates work in a variety of settings including consumer research, sales, recruitment and the public sector. 

The Programme Team 

Our interdisciplinary programme is based in the School of Psychology at University of Galway and integrates contributions from our IdeasLab, the Irish Centre for High Performance Computing, and the J.E. Cairnes School of Business & Economics. You will work on global virtual teams solving business problems through X-Culture and learn from guest lecturers from local and international companies and organisations.

Applications and Selections

Applications are made online via the University of Galway Postgraduate Applications System. 

Guidelines on the requirements for applying to this course, which include an academic reference, a current CV, and document critically appraising a piece of your previous work informed by statistical analysis, can be found here. 

Who Teaches this Course

  • Dr Natalie Walsh, Director of Entrepreneurial Development, IdeasLab 
  • Dr Bruno Voisin, Irish Centre for High Performance Computing 
  • Dr Jane Conway, Psychology  
researcher
DR. DENIS O'HORA
Ph.D., B.A.
LECTURER BAR/COLLEGE LECTURER
School of Psychology
Room 1032
Arts Millennium Building
NUI Galway
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researcher
Dr OONAGH MEADE
BA., M.Sc., PhD
Postdoctoral Researcher
Arts Millennium Building Extension
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researcher
Dr Chris Noone
B.A., M.Sc, PhD
Lecturer
School of Psychology
Arts Millennium Building Extension
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researcher
Dr Elaine Wallace
Senior Lecturer
Dept. of Marketing
Room 322, St. Anthony's
NUI Galway
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researcher
DR LORRAINE MORGAN
Dip, MSc., PhD.
Senior Lecturer
J.E. Cairnes School of Business and Economics
University of Galway
Galway
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Requirements and Assessment

Key Facts

Entry Requirements

Applicants will require a NQAI Level 8 degree, or equivalent, with a minimum classification of 2.2 in BA or BSc Psychology with Graduate Basis Membership of the Psychological Society of Ireland OR 2.1 or above in a psychology-related discipline. Graduates from other disciplines (e.g. Commerce, Accounting, Economics, Data Science, Mathematics, Marketing, or Business) whose degrees contain at least one module of taught statistics, mathematics and/or research methods and have a 2.1 or above can also apply. 


Additional Requirements

Duration

1 year, full-time

Next start date

September 2023

A Level Grades ()

Average intake

21

QQI/FET FETAC Entry Routes

Closing Date

Please view the offer rounds website.

NFQ level

Mode of study

ECTS weighting

90

Award

CAO

Course code

MSC-PSY (MSc); PGDS-CPSY (PDip)

Course Outline

The MSc programme content is concentrated into three pillars:  

  • consumer insight and understanding,  
  • data collection and analysis and  
  • the development of employability and transversal skills.  

Consumer Insight and Understanding 

The top line of modules in the graphic provide training on consumer psychology, human decision making, the effects of culture and the challenges of encouraging and supporting sustainable consumption. These modules and our module on brand management address up-to-the-minute research and include applied coursework addressing real-world challenges.  

Data Collection and Analysis 

Industry is more data-focused than ever before. You will be trained to use R, a statistical language that enables data collection and cleaning and complex data analytics. You will also become familiar with a variety of means of accessing consumer data, whether through digital tools (such as Google Analytics), surveys, focus groups or in-person experiments (e.g., eyetracking). 

Employability and Transversal Skills

Our students complete work-based research with X Culture in the first semester when they work on Global Virtual Teams to address market expansion and other challenges for multinationals. They then work with companies and organisations in Galway and beyond to complete an in-depth work-based project. Our modules on Tools and Insights and Strategy and Innovation give our students the inside track on skills employers are looking for right now. Our studentsdevelop a rounded skillsetproducing a wide variety of coursework from reports and essays to videos and presentations, working solo or on teams. We provide continuous mentorship to help our students identify strengths and weaknesses and develop themselves. 

Graduate Attributes 

In the MSc in Consumer Psychology, we train students to become practical and powerful problem-solvers in a variety of industry and organisational contexts. You will be ready to identify insights from consumer theory and data analysis and you will be conscious of the constraints on solutions (cultural concerns, sustainability) in your context.  

 In order for us to make the foregoing vision a reality, we distilled seven graduate attributes that each of your modules will address in different ways. You will develop 

  1. Critical appreciation of psychological theory relevant to consumers  
  2. Expertise in data collection, management, analysis and communication  
  3. Nuanced awareness of the constraints of context  
  4. Competence in the common tools of commercial and non-commercial organisations  
  5. Knowledge of your strengths and weaknesses  
  6. Confidence and competence in identifying and requesting support  
  7. A capacity and commitment to generating positive long-term societal, cultural and environmental impact

Consumer Psychology modules‌

Curriculum Information

Curriculum information relates to the current academic year (in most cases).
Course and module offerings and details may be subject to change.

Glossary of Terms

Credits
You must earn a defined number of credits (aka ECTS) to complete each year of your course. You do this by taking all of its required modules as well as the correct number of optional modules to obtain that year's total number of credits.
Module
An examinable portion of a subject or course, for which you attend lectures and/or tutorials and carry out assignments. E.g. Algebra and Calculus could be modules within the subject Mathematics. Each module has a unique module code eg. MA140.
Optional
A module you may choose to study.
Required
A module that you must study if you choose this course (or subject).
Semester
Most courses have 2 semesters (aka terms) per year.

Year 1 (90 Credits)

Required PS6167: Measuring Customer Behaviour and Engagement


Semester 1 and Semester 2 | Credits: 30

This module trains students in a variety of methods of data collection from customers. These include how to conduct focus groups for user research, how to collect eye movement data from users accessing websites, how to use SQL queries and other enterprise packages to derive insights from past customer interactions, how to use google analytics to assess website engagement and how to access data using the major digital advertising platforms.
(Language of instruction: English)

Learning Outcomes
  1. Garner data from typical industry records of customer interactions.
  2. Acquire novel data from customers through surveys, focus groups or behavioural experiments.
  3. Construct experiments to test hypotheses concerning customer motivation, engagement and behaviour.
  4. Evaluate data from a variety of sources to make appropriate industry recommendations.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Continuous Assessment (100%)
Module Director
Lecturers / Tutors
Reading List
  1. "Handbook of Research Methods in Consumer Psychology" by Frank R. Kardes,Paul P. Herr,Norbert Schwarz
    ISBN: 9780815352983.
    Publisher: Routledge
The above information outlines module PS6167: "Measuring Customer Behaviour and Engagement" and is valid from 2021 onwards.
Note: Module offerings and details may be subject to change.

Required PS6168: Work Based Research Project


15 months long | Credits: 30

Students will undertake a group applied research project in consumer psychology. These research projects will address a consumer issue identified in collaboration with an external organization. Students will complete a written literature review and write a journal article style report. They will also present the results at a poster session attended by contacts from local organizations
(Language of instruction: English)

Learning Outcomes
  1. Apply consumer psychology theory, experimental design and data analysis to achieve practical actionable insights.
  2. Demonstrate project management skills.
  3. Demonstrate good interpersonal skills and oral presentation skills.
  4. Engage in self-directed learning.
  5. Collaborate effectively in a team towards a shared goal.
  6. Prepare clear and appropriate communication materials.
  7. Collect, analyse and interpret customer data.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Continuous Assessment (100%)
Module Director
Lecturers / Tutors
The above information outlines module PS6168: "Work Based Research Project" and is valid from 2021 onwards.
Note: Module offerings and details may be subject to change.

Required PS6166: Sustainable Consumption


Semester 2 | Credits: 5

Understanding, stimulating and satisfying consumer demand can tend towards a short-term focus. First, consumption needs to be environmentally sustainable; how consumer demand affects energy and resource use is a critical concern. Second, consumption needs to be economically sustainable within the economy. Third, consumption needs to be sustainable in the community. How we stimulate and satisfy consumer demand must be viewed as ethical and appropriate by the community to persist.
(Language of instruction: English)

Learning Outcomes
  1. Understand the challenges in creating sustainable growth.
  2. Critically assess and communicate issues related to environmental, economic and community sustainability.
  3. Apply measures of environmental, economic and community sustainability to organizational practices.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Continuous Assessment (100%)
Module Director
Lecturers / Tutors
Reading List
  1. "Corporate Sustainability" by Ann Brockett,Zabihollah Rezaee
    ISBN: 9781118122365.
    Publisher: John Wiley & Sons
  2. "Communicating Sustainability for the Green Economy" by Lynn R. Kahle,Eda Gurel-Atay
    ISBN: 9780765636812.
    Publisher: M.E. Sharpe
The above information outlines module PS6166: "Sustainable Consumption" and is valid from 2022 onwards.
Note: Module offerings and details may be subject to change.

Required PS6165: Customers across Cultures and Contexts


Semester 2 | Credits: 5

Customers' concerns vary considerably across contexts. In B2B, for example, the customer is a business with very different concerns from a retail consumer. To facilitate the understanding of costomers across cultures and contexts, this module features case studies from different markets. Students will learn the challenges and opportunities of expansion and internationalisation including the effects of geo- political events (e.g., Brexit, the Belt and Road initiative).
(Language of instruction: English)

Learning Outcomes
  1. Describe how culture affects knowledge, attitudes and consumption.
  2. Assess the relevant characteristics of customers in a specific context.
  3. Propose novel means to translate products and services across contexts.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Continuous Assessment (100%)
Module Director
Lecturers / Tutors
Reading List
  1. "Handbook of Culture and Consumer Behavior" by Sharon Ng,Angela Y. Lee
    ISBN: 9780199388516.
    Publisher: Oxford University Press, USA
  2. "Cross Cultural Issues in Consumer Science and Consumer Psychology" by Hester van Herk,Carlos J. Torelli
    ISBN: 9783319650913.
    Publisher: Springer
  3. "Lean B2B: Build Products Businesses Want." by Étienne Garbugli
    ISBN: 9781495296604.
    Publisher: Étienne Garbugli
The above information outlines module PS6165: "Customers across Cultures and Contexts" and is valid from 2022 onwards.
Note: Module offerings and details may be subject to change.

Required PS6163: Data Analysis Through R


Semester 1 | Credits: 10

This module trains students in statistical analysis using R. In recent years, R (https://www.r-project.org) has become the leading tool for statistical computing and graphics. R is free software that can run in most of the computer platform systems (Windows, OS of Mac, Unix, etc.) and the basic language of R is greatly enhanced by numerous contributed packages submitted by users. Data analysis through R enables our students to analyse user behaviour data quickly, appropriately and effectively.
(Language of instruction: English)

Learning Outcomes
  1. Install R, install packages and import data from a variety of sources.
  2. Assess imported data, clean it and prepare it for analysis.
  3. Prepare effective and informative data visualisations.
  4. Assess support for hypotheses statistically using appropriate tests.
  5. Prepare professional standard documents assessing hypotheses.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Continuous Assessment (100%)
Module Director
Lecturers / Tutors
The above information outlines module PS6163: "Data Analysis Through R" and is valid from 2021 onwards.
Note: Module offerings and details may be subject to change.

Required PS6161: Design Thinking


Semester 1 | Credits: 5

Design Thinking is the thinking behind the process of creating products that provide meaningful and relevant experiences to users. This involves the design of the entire process of acquiring and integrating the product, including aspects of branding, design, usability, and function. Products that provide great user experience (e.g., the iPhone) are designed with not only the product’s consumption or use in mind but also the entire process of acquiring, owning, and even troubleshooting it
(Language of instruction: English)

Learning Outcomes
  1. Learn how to frame a question that inspires the search for creative solution.
  2. Gather inspiration by discovering what people really need through empathy, observation and interviewing.
  3. Critically discuss empirical research in consumer psychology.
  4. Learn to build rough prototypes to make ideas better and more tangible.
  5. Test and refine ideas through experimenting forward.
  6. Craft and share your human story to inspire others toward action.
  7. Push past obvious solutions to get breakthrough ideas through ideation, creativity and curiousity.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Continuous Assessment (100%)
Module Director
Lecturers / Tutors
The above information outlines module PS6161: "Design Thinking" and is valid from 2021 onwards.
Note: Module offerings and details may be subject to change.

Required PS6162: Understanding Human Decision Making


Semester 1 | Credits: 5

This module provides an overview of behavioural research on learning and decision making. Drawing from psychology, neuroscience and economics, students will discover the conditions under which humans make optimum and sub-optimum decisions. They will also learn how to apply this knowledge to complex situations including consumer decision making.
(Language of instruction: English)

Learning Outcomes
  1. Describe the main influences on human decision making.
  2. Contrast current theories of human decision making.
  3. Critically discuss research on humen decision making.
  4. Apply decision making theories to buyer decisions.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Continuous Assessment (100%)
Module Director
Lecturers / Tutors
Reading List
  1. "Straight Choices" by Benjamin R. Newell,David A. Lagnado,David R. Shanks
    ISBN: 9781848722835.
    Publisher: Psychology Press
  2. "Thinking Fast and Slow" by Kahneman D
    ISBN: 978037453355.
    Publisher: Macmillan
  3. "Nudge" by Richard H. Thaler,Cass R. Sunstein
    ISBN: 9780300122237.
    Publisher: Yale University Press
  4. "Judgment Under Uncertainty" by Daniel Kahneman,Paul Slovic,Amos Tversky
    ISBN: 9780521284141.
    Publisher: Cambridge University Press
The above information outlines module PS6162: "Understanding Human Decision Making" and is valid from 2021 onwards.
Note: Module offerings and details may be subject to change.

Required PS6160: Introduction to Consumer Psychology


Semester 1 | Credits: 5

This module introduces consumer psychology and its applications in industry and policy. Consumer psychology is the study of how we relate to the transaction of goods and services we use every day. The module provides a comprehensive overview of the major themes and trends in consumer psychology. Understanding consumers requires knowledge of consumer psychology theories, collecting and interpreting consumer data and opinions and developing meaningful interactions with consumers.
(Language of instruction: English)

Learning Outcomes
  1. Apply a variety of psychological insights to consumer and buyer behaviour.
  2. Explain how buyers and consumers interpret purchasing decisions.
  3. Critically discuss empirical research in consumer psychology.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Continuous Assessment (100%)
Module Director
Lecturers / Tutors
Reading List
  1. "Consumer Psychology" by Jansson-Boyd
    ISBN: 9780335239795.
    Publisher: McGraw-Hill Education (UK)
  2. "Influence" by Cialdini, R. B.
The above information outlines module PS6160: "Introduction to Consumer Psychology" and is valid from 2021 onwards.
Note: Module offerings and details may be subject to change.

Required PS6164: Tools and Insights from Industry


Semester 2 | Credits: 5

Through our collaborations with local and international industry, this module provides up-to-the-minute insights from industry professionals. This module also introduces a variety of in-house tools employed by our industry partners to enhance the fit of our graduates.
(Language of instruction: English)

Learning Outcomes
  1. Demonstrate familiarity with a number of current industry tools.
  2. Reflect on insights from industry professionals.
  3. Articulate the degree to which they will incorporate novel insights into their practice.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Continuous Assessment (100%)
Module Director
Lecturers / Tutors
The above information outlines module PS6164: "Tools and Insights from Industry" and is valid from 2021 onwards.
Note: Module offerings and details may be subject to change.

Optional RPL010: Recognised Prior Learning


Semester 1 and Semester 2 | Credits: 10

Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Continuous Assessment (100%)
Module Director
The above information outlines module RPL010: "Recognised Prior Learning " and is valid from 2020 onwards.
Note: Module offerings and details may be subject to change.

Optional RPL005: Recognised Prior Learning


Semester 1 and Semester 2 | Credits: 5

Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Continuous Assessment (100%)
Module Director
The above information outlines module RPL005: "Recognised Prior Learning " and is valid from 2020 onwards.
Note: Module offerings and details may be subject to change.

Optional PS6181: International Business Project


Semester 1 and Semester 2 | Credits: 5

This module provides an introduction to International Business, business analysis and team work in support of the student's participation in an international business consulting project working in Global Virtual Teams (GVTs) with peers from around the world. The students' skills in international collaboration and business consulting are developed through academic work and practical activity. The core of the module is experiential learning
(Language of instruction: English)

Learning Outcomes
  1. Understand the challenges and learn the best practices of international collaboration
  2. Apply the knowledge and skills of international collaboration to practice.
  3. Analyze and evaluate the effectiveness of different international team collaboration and coordination strategies.
  4. Working in a Global Virtual Team, create and develop a solution to an international business challenge.
  5. Understand the personal implications of effective international collaboration.
  6. Understand the social implications of effective international collaboration.
  7. Know how to learn more about effective international collaboration.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Continuous Assessment (100%)
Module Director
Lecturers / Tutors
The above information outlines module PS6181: "International Business Project" and is valid from 2022 onwards.
Note: Module offerings and details may be subject to change.

Optional MK566: Strategic Brand Management


Semester 2 | Credits: 5

This module examines Strategic Branding Strategies from the theoretical perspective of Customer Based Brand Equity (CBBE). The CBBE concept asserts that the value of the brand resides in the mind of the consumer. The module examines the methods used to develop and enhance CBBE, it suggests measures of consumer mindset, and it presents tools to build and sustain successful brands over time.
(Language of instruction: English)

Learning Outcomes
  1. An understanding of the consumer based brand equity concept.
  2. An understanding of brand elements, brand positioning and the role of brand values in creating a compelling brand message.
  3. An insight into the contribution of marketing programmes to brand equity.
  4. A greater awareness of the relationship between marketing communications and brand building.
  5. An ability to recommend an appropriate research method to capture customer mindset.
  6. An insight into brand strategies, managing brand portfolios, and leveraging strong brands over time.
  7. An insight into contemporary issues in branding theory.
  8. An understanding of the requirements of writing and referencing a report for assessment and presenting key points in a concise way.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Written Assessment (60%)
  • Continuous Assessment (40%)
Module Director
Lecturers / Tutors
Reading List
  1. "Strategic Brand Management: A European Perspective" by Keller, Aperia & Georgson
  2. "Creating Powerful Brands" by de Chernatony, McDonald & Wallace
    Publisher: Butterworth Heinemann
  3. "Consumer-Brand Relationships: Insights for Theory & Practice" by Fetscherin, Fournier, Breazeale & Melewar
    Publisher: Routledge
  4. "Kapferer on Luxury: How luxury brands can grow yet remain rare" by Kapferer
    Publisher: Kogan Page
  5. "Creating Value: the theory and practice of marketing semiotics research" by Oswald
    Publisher: Oxford University Press
The above information outlines module MK566: "Strategic Brand Management" and is valid from 2019 onwards.
Note: Module offerings and details may be subject to change.

Optional MS802: Information Systems Strategy and Innovation


Semester 2 | Credits: 5

Information Systems Strategy and Innovation is an advanced second Semester module. The objective of this course is to provide students with an in-depth understanding of the theory of IS Strategy and Innovation in an applied context using case studies. The topics covered include the fundamentals of Innovation, Strategic IS & Planning, Value Creation with IS, Value Frameworks, Formulating an IS Innovation Strategy, Emerging Issues in IS Strategy and Innovation, Collaboration for Innovation (Lean Startup, Open Innovation, Crowdsourcing, Business Model Canvas), Design Thinking, and Business Analytics. The module will feature guest lectures balancing the focus between industry and research.
(Language of instruction: English)

Learning Outcomes
  1. Understand the relationship between IS Strategy and IS Innovation, as well as how strategy and innovation practices are selected and evaluated.
  2. Describe the concept of value from an IS perspective including value creation, value capture, value frameworks and value sustainability.
  3. Understand and assess how the business model concept is used as a platform for IS Strategy and IS Innovation.
  4. Examine the contribution Design Thinking makes to innovation and innovation management.
  5. Apply and evaluate the use of visualisation tools in the context of IS Strategy and IS Innovation.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Written Assessment (70%)
  • Continuous Assessment (30%)
Module Director
Lecturers / Tutors
The above information outlines module MS802: "Information Systems Strategy and Innovation" and is valid from 2020 onwards.
Note: Module offerings and details may be subject to change.

Optional MK203: Buyer Behaviour Analysis


Semester 2 | Credits: 5

The objective of this course is to give students a critical understanding of the factors influencing consumer behaviour which can be used in the development of more effective marketing strategies.
(Language of instruction: English)

Learning Outcomes
  1. Appreciate the significance of the consumer in the overall marketing mix.
  2. Be familiar with the principles and concepts of consumer behaviour, and how these translate into practice.
  3. Understand how, when, by whom, and in what way the consumer is influenced in making purchase decisions.
  4. Be aware of the methods and tools used to gain insight into consumer behaviour.
  5. Appreciate how marketing managers use consumer motivations to make tactical and strategic marketing decisions.
Assessments

This module's usual assessment procedures, outlined below, may be affected by COVID-19 countermeasures. Current students should check Blackboard for up-to-date assessment information.

  • Written Assessment (60%)
  • Continuous Assessment (40%)
Module Director
Lecturers / Tutors
Reading List
  1. "MP Consumer Behaviour with DDB Data Disk" by Delbert Hawkins, David Mothersbaugh
    ISBN: 9780077645557.
    Publisher: McGraw-Hill/Irwin
The above information outlines module MK203: "Buyer Behaviour Analysis" and is valid from 2019 onwards.
Note: Module offerings and details may be subject to change.

Why Choose This Course?

Career Opportunities

Industry is more data-focused than ever before. However, as the amount of data is increasing, it becomes ever more difficult to extract relevant signal from irrelevant noise. Some companies feel that they are “drowning in data”. McKinsey in May 2011 pointed out that only 20% of the data collected by companies is unique and the rest is duplicated. Every second, the haystack gets bigger and the needles are harder to find.  

Many companies are "drowning in data". They need employees who understand consumers and the market in order to design tests to collect the data that matter for organisational decisions. You will refine and isolate decision-grade information. To do this, you require the combination of psychology, business and data skills provided in this programme.  

Examples of the roles that graduates can obtain using this qualification include consumer psychologist, consumer research analyst, consumer planner, organisational consultant, data insights analyst, product development and design roles, sales roles – especially sales enablement and leadership.

Lucy, Tom and Mariah from the 2021-22 MSc in Consumer Psychology on a visit to All About Kombucha, with Marketing, Brand & Community Manager, Kaitlin Brozek‌‌  Lucy, Tom and Mariah from the 2021-22 MSc in Consumer Psychology on a visit to All About Kombucha with Marketing, Brand & Community Manager, Kaitlin Brozek

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Who’s Suited to This Course

Learning Outcomes

Transferable Skills Employers Value

Consumer Insights & Understanding

Data Collection & Analytics

Employability &

Transversal Skills

Consumer Psychology

Measuring Consumer Behaviour & Engagement

International Business Project (X Culture)

Understanding Human Decision Making

Data Analysis through R

(Irish Centre for High Performance Computing)

Tools and Insights from Industry

(Industry leaders)

Consumers across Cultures and Contexts

  

Information Systems Strategy and Innovation (Business Information Systems)

Strategic Brand Management

(Marketing)

  

Work-based Project

Sustainable Consumption

    

 

Work Placement

Study Abroad

Related Student Organisations

Course Fees

Fees: EU

€9,360 p.a. 2023/24

Fees: Tuition

€9,220 p.a. 2023/24

Fees: Student levy

€140 p.a. 2023/24

Fees: Non EU

€17,360 p.a. 2023/24

 
Postgraduate students in receipt of a SUSI grant – please note an F4 grant is where SUSI will pay €4,000 towards your tuition (2023/24).  You will be liable for the remainder of the total fee.  An F5 grant is where SUSI will pay tuition up to a maximum of €6,270. SUSI will not cover the student levy of €140.

Postgraduate fee breakdown = Tuition (EU or NON EU) + Student levy as outlined above.

Note to non-EU students: learn about the 24-month Stayback Visa here. 

Find out More

Dr Denis O’Hora,
Psychology.
T: +353 91 495 126 
E: denis.ohora@universityofgalway.ie 

www.universityofgalway.ie/our-research/people/psychology/denisohora

What Our Graduates Say

Duarte

Duarte Peixoto |   Graduate

If you like to know more about the interchange between Marketing and Psychology, enrolling in the MSc of Consumer Psychology is probably one of the best decisions you can make. The programme gave me significant capabilities in a variety of topics: it introduced me to the fundamentals of Cognitive Psychology, Data-analytics, Corporate Responsibility and more. As we consistently connected to people working in a range of industries, I could learn more about possible careers with high-skilled individuals. This course is thoughtful, innovative and modern. And I could not recommend it more.
in Connect with Duarte

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