Y market research?: A case study of how qualitative research can attract and retain Generation Y professionals
Julia Walter-Herrmann and Laura WolfsPoint-Blank International
Introduction
We (Julia and Laura), the authors of this paper, are GenY. We're allegedly bored, narcissistic, forever typing away at our smartphones. We are demanding and full of ourselves. And we probably lack discipline. At least those are the traits that are commonly ascribed to our generation – that of people born between 1980 and 2000. Our shared experiences and similar life-worlds are what make us and other people of our age one discernible...