The report, The Gen Z workforce: Understanding the future leaders of the research sector, found that the sense of their contributions and suggestions being valued and taken seriously by their team was the biggest factor in influencing a researcher’s likelihood to remain with a company over the next three years, according to drivers analysis.

However, almost half of participants to a survey conducted for the report ( 47%) said they feel stereotyped or underestimated ‘at least occasionally’ in the industry, with this experience more pronounced amongst women ( 51% vs 35% for men).

The research also found that almost all researchers see the sector as important ( 94% ‘young’ and 95% ‘experienced’ participants) however only half ( 54% and 53%) are optimistic about its future.

The research is based on the results of an online questionnaire emailed to the MRS database, which received 750 participants across seniority levels, both agency and client side. The questionnaire was designed by Boxclever’s Christina Tarbotton and the MRS Delphi Group and hosted by Focaldata. The Delphi Group supplemented the quantitative work with anecdotal feedback and interviews.

The report includes recommendations for companies to retain talent and analysis from industry leaders, including Co-op’s Sarah De Caux, 2CV’s Rachel Cope and Truth Consulting’s Mark Thorpe.

The MRS Delphi Group, a collection of thinkers in the marketing and research sectors, produces reports, events, articles and podcasts aimed at exploring the trends and issues shaping the sector.

• Access the MRS Delphi Group report via the MRS website.