Why do I still come to work?: What motivates long-time market researchers to stay, and what will motivate young ones to remain in the industry?

Jeremy Pace and Andrey Evtenko

This paper explores the motivations of long-term and new market researchers with the aim of understanding how to recruit and retain high-quality professionals.

Why do I still come to work?: What motivates long-time market researchers to stay, and what will motivate young ones to remain in the industry?

Jeremy Pace and Andrey EvtenkoNestlé

Introduction: how did i get here?

Years ago, people mostly stumbled into a career in marketing research by accident. Some thrived and persisted, while others did not. For those who remained, what was the secret to happiness in the industry? What inspired them? Why did they persist? In the past, these questions were merely amusing cocktail party topics, because it really didn't matter – there were always...

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