Will the profession be able to attract and retain qualified talent in the future? Until recently, a career in market research meant for many people a lifetimes employment. This is less true for research clients, but this was definitely the case at provider level. But increasingly, modern employees have several different professional careers during their active lives. One of the factors which contributes to this trend is the rising dominance of the Anglo-Saxon socio-economic competitive model. Change and short-term financial incentives have replaced the focus on continuity and loyalty. And this also has an impact on the market research sector. Not just with regard to recruiting and retaining new generations and the turnover of personnel but also with respect to remuneration. There is also the issue of whether market research is in any case an attractive area for a career. Would you recommend that your son or daughter choose this field?