Masterclass DBA: Developing More Resonant Consumer Insights and Stronger Strategy by Understanding Culture

With Professor Michelle F. Weinberger – Northwestern University

In a world where consumers seamlessly engage across digital and physical platforms, executives often face a paradox: they have access to more data than ever before, yet lack a deep understanding of what truly drives consumer behavior.

Join us for this exclusive DBA Masterclass led by Michelle F. Weinberger, Associate Professor at Northwestern University, expert in consumer behavior, qualitative research and the sociology of consumption. In this high-level session, Professor Weinberger will explore how organizations can uncover richer consumer insights by using cultural research methods and shifting from “what people do” to “why they do it”.

📅 Date: June13th
⏰ Time:04:30 PM
📍 Location: Campus Arrupe, Calle Mateo Inurria, 39, Madrid

What will you learn?

• Why Big Data alone is not enough to develop meaningful brand strategies
• How consumers build identity, community, and value through brand interactions
• How cultural insights and qualitative methods (like ethnography or depth interviews) can enhance customer acquisition and retention
• How to integrate a 360º consumer view—online and offline—into your strategic decision-making

This seminar is aimed at C-suite executives and senior leaders and is part of the academic experience of the Doctorate in Business Administration – DBA in Management and Technology at Comillas Pontifical University. The event will bring together current students from all DBA cohorts in an intimate and high-level learning setting.

🎓 Limited spots available.