Qualitative Research Consultants Association (QRCA) - QRCA Views Magazine, Summer 2019

30 QRCA VIEWS Summer 2019 www.qrca.org n BUSINESS MATTERS n A s you read this article, here’s a quick brief to add context. You might notice it’s written in the first person by probably one of our youngest contributors to date—a recent college graduate. And you might be thinking, what can a Millennial teach me about business? Turns out it might be a lot! The genesis of this article came out of one conversation in which my niece— a Millennial—commented how she thought my generation worked hard but didn’t work smart. “What do you mean?” I asked. My practice is successful by any standard. Am I not working smart? Isn’t success a sign of “smartness?” I was con- cerned by the critique, yet intrigued— what did she mean by that? And since she increasingly represents the demo- graphics of the consumers we study and market insights managers we work with, I thought it prudent to get some unfil- tered insight from a Millennial who is uniquely positioned as a client in a tradi- tional environment. From her in-the- trenches view, here are the how-tos when dealing with her generation. — Roben Allong A Millennial Perspective on Working Smart