Y market research?: A case study of how qualitative research can attract and retain Generation Y professionals

This paper explores what motivates generation Y professionally and how the qualitative market research industry can attract and retain young talent.

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...

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