Abstract:

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? Can this lesson be passed on to new generations to guide them to a fulfilling career, or have the conditions changed? Equally important, have the expectations of a new generation changed? What can inspire them?? Drawing our sample from consumer researchers worldwide, we will attempt to identify drivers of motivation through anecdotal evidence as well as quantitative surveys.