Abstract:

In the past, market research has suffered from a poor reputation and whilst the industry is evolving, it continues to be a fairly elusive career choice that is difficult to define. That said we are seeing increasing numbers of enthusiastic young graduates now actively seeking a career in the industry. As young researchers ourselves, we know that there is definitely something compelling about a career in market research. Being industry brand advocates, we set out to identify and discuss exactly what is it that inspires us about the industry.