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Y qualitative market research

Date of publication: September 10, 2014

Catalogue: Congress 2014: What Inspires?

Company:

Authors: Laura Wolfs, Julia Walter-Herrmann

Abstract:

This case study on how to bring together GenY and Qualitative Market Research is presented in a storytelling format, based on in-depth interviews conducted with GenY in France, Germany and the UK as well as three interviews with HR experts in France, Germany and Belgium. We will provide an intimate perspective of what drives GenYers in the professional world so as to give you concrete insights on how the industry can attract and retain high-potential GeY juniors.

Laura Wolfs

Author

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Julia Walter-Herrmann

Author

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Wolfs and Walter-Herrmann (2014a, September 10). Y qualitative market research. ANA - ESOMAR. Retrieved June 24, 2025, from


https://ana.esomar.org/documents/international-qualitative-research-management