Abstract:

The Fringe Factory (an independent group of young professionals - supported by ESOMAR NEXT) has toured universities engaging young people and conducting a survey on careers. Fringe Factory will now close the loop, feeding back what they have learned about the appeal of our industry – and determining what to do about it. This serious matter will be addressed via the high energy and engaging format of a court case, the draft indictment based on their findings: “This industry is guilty of the great crime of failing to articulate its strengths to potential entrants. It has failed its own test of articulating its own appealing brand attributes to its potential consumers.”