By Joeri van den Bergh and Kristof de Wulf
Four years from now, Millennials (born between 1980 and 1996) will make up over a third of the global workforce. Raised in different times and different ways, Millennials clearly differ from previous generations, both in their attitude and in their approach towards work.
Older generations often accuse Millennials of being ’entitled’, ’less accountable’ and even ’lazy’. No less than 61% of seasoned HR professionals believe Millennials are hard to manage and unprepared for the workplace. Millennials themselves also seem unhappy, with only 29% of the employed Millennials currently feeling engaged with their work. As a result, 6 out of 10 Millennials leave their companies within three years at an estimated substitution cost to the organization of $20,000 per person. As the retiring Baby Boomer generation needs to be replaced in the upcoming years, many CEOs fear they will not find the right talent to succeed. It is therefore critical for organizations to understand Millennial’s workspace-related drivers.
What happens when you infuse interviews with a healthy dose of Ping Pong spirit and add a sprinkle of Millennial curiosity? We’re setting up a fun social experiment to find out!
#ESOMARping is a spontaneous interview series where one person answers a question, then asks their very own question, without knowing who will answer it.
There is absolute freedom in what question to ask – as long as it somewhat pertains to Millennials (because #pong! Duh!).
Check out some of our first submissions here to get started!
#ESOMARping is going live on Friday, September 16th, 2016 and will continue for the duration of the ESOMAR Congress in New Orleans.
How do I #ESOMARping online?
Check out the ESOMAR social feeds on Twitter and Instagram and look for the #ESOMARping hashtag. Pick a question to respond to, record a quick video on your phone and upload it with the same hashtag! Make sure you mention the handle of your interviewer in your post!
How do I #ESOMARping at the ESOMAR Congress?
Look (out) for Giulia or swing by the ESOMAR TV Studio or the #YES Lounge.
Or tweet #ESOMARpong at @giuliagasperi with a meeting location and she will come find you and record your #ESOMARpong video with you!
Why would I do this?
The better question would be: why not?
It’s a fun way to share your ideas, network and learn about others’ opinions all at the same time. Nerdy bonus: it doesn’t just shed light on how people answer a question – but also on what questions they ask!
Giulia Gasperi is known mostly for her faith in unicorns and love for fun facts. She speaks 5 languages and has resided in 9 countries across 4 continents. Today, as Research Director at InSites Consulting, she inspires top-tier brands all over the world and helps them unlock extraordinary insights from everyday consumer realities. Tomorrow, she hopes to become a ballerinastronaut.
There has been a wide and on-going discussion in market research on bringing in and retaining the best talent for the industry. Each year associations do more and more to address the issue. But are we doing enough?