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Samantha Bond
This Viewpoint describes the challenges that the market research industry is facing when it comes to Millennial employees and outlines some positive steps that should be taken. 70% of Millennials see themselves working independently in the future; this highlights the disparity between what traditional employers are offering and what Millennial employees actually want. To appeal to future generations, market researchers must recognise that some of the cornerstones of their industry are outdated and work to redefine archaic processes and tools. The market research industry must tap the millennial mindset and implement a Millennial start-up mentality to better attract and retain the top Millennial talent. In particular, Millennials value flexibility, incentivisation and belonging in a way that is distinctly different to previous generations.
