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At University of Galway, we believe that the best learning takes place when you apply what you learn in a real world context. That's why many of our courses include work placements or community projects.
Consumer Psychology (MSc, PDip)
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 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.
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
School of Psychology
Arts Millennium Building
Arts Millennium Building Extension
School of Psychology
Arts Millennium Building Extension
Dept. of Marketing
Room 322, St. Anthony's
Requirements and Assessment
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.
Recognition of Prior Learning (RPL)
1 year, full-time
Next start date
A Level Grades ()
QQI/FET FETAC Entry Routes
Please view the offer rounds website.
Mode of study
MSC-PSY (MSc); PGDS-CPSY (PDip)
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.
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
- Critical appreciation of psychological theory relevant to consumers
- Expertise in data collection, management, analysis and communication
- Nuanced awareness of the constraints of context
- Competence in the common tools of commercial and non-commercial organisations
- Knowledge of your strengths and weaknesses
- Confidence and competence in identifying and requesting support
- A capacity and commitment to generating positive long-term societal, cultural and environmental impact
Curriculum InformationCurriculum information relates to the current academic year (in most cases).
Course and module offerings and details may be subject to change.
Glossary of Terms
- 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.
- 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.
- Some courses allow you to choose subjects, where related modules are grouped together. Subjects have their own required number of credits, so you must take all that subject's required modules and may also need to obtain the remainder of the subject's total credits by choosing from its available optional modules.
- A module you may choose to study.
- A module that you must study if you choose this course (or subject).
- Required Core Subject
- A subject you must study because it's integral to that course.
- Most courses have 2 semesters (aka terms) per year, so a three-year course will have six semesters in total. For clarity, this page will refer to the first semester of year 2 as 'Semester 3'.
Year 1 (90 Credits)Optional PS6182: Summer Internship - 15 Credits - Semester 1
Required PS6183: Advanced Research Methods - 10 Credits - Semester 1
Required PS6168: Work Based Research Project - 30 Credits - Semester 1
Required PS6163: Data Analysis Through R - 10 Credits - Semester 1
Required PS6162: Understanding Human Decision Making - 5 Credits - Semester 1
Required PS6160: Introduction to Consumer Psychology - 5 Credits - Semester 1
Required PS6181: International Business Project - 5 Credits - Semester 1
Optional PS6167: Measuring Customer Behaviour and Engagement - 30 Credits - Semester 1
Optional PS6161: Design Thinking - 5 Credits - Semester 1
Optional RPL010: Recognised Prior Learning - 10 Credits - Semester 1
Optional RPL005: Recognised Prior Learning - 5 Credits - Semester 1
Optional MK566: Strategic Brand Management - 5 Credits - Semester 2
Optional MK203: Buyer Behaviour Analysis - 5 Credits - Semester 2
Optional PS6166: Sustainable Consumption - 5 Credits - Semester 2
Optional PS6164: Tools and Insights from Industry - 5 Credits - Semester 2
Optional MG3115: Megatrends - 5 Credits - Semester 2
Optional PS336: Psychology, Society & Human Values - 5 Credits - Semester 2
Optional EC3106: Behavioural Finance - 5 Credits - Semester 2
Required PS6165: Customers across Cultures and Contexts - 5 Credits - Semester 2
Optional MS802: Information Systems Strategy and Innovation - 5 Credits - Semester 2
Why Choose This Course?
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.
Who’s Suited to This Course
Transferable Skills Employers Value
Consumer Insights & Understanding
Data Collection & Analytics
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
Consumers across Cultures and Contexts
Information Systems Strategy and Innovation (Business Information Systems)
Strategic Brand Management
Related Student Organisations
Fees: Student levy
Fees: Non EU
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,
T: +353 91 495 126
What Our Graduates Say
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