Abstract:

We GenYers are allegedly bored, narcissistic, forever typing away at our smartphones and always wanting to know why we should be doing something. And there's qualitative market research. Often mistaken for something boring, our industry has a slight image problem. Not a good match? Think again. In this talk, we show that a fruitful relationship between the Why-Industry and the (wh)Y-Generation might not be doomed: by providing concrete learnings on how QMR can attract, retain and profit from high-potential GenYers.