Abstract:

What inspires graduates to pursue a career in market research? Do their expectations deviate, or agree, with the realities of work in the market research industry? I will address these questions by taking a look back at my first nine months in a new career in market research, outlining my key learning moments (inspirational or otherwise!) and reflecting on the industry with a pair of fresh eyes. I will also discuss how developments in the industry impact career choices and paths for graduates, and how market researchers can promote the industry both at large or specifically towards new recruits.