Brands, consumers, and researchers alike are navigating an ever-evolving landscape. In the latest episode of Now That’s Significant, guest host John Bird, EVP at Infotools, sat down with Professor Steven Kraus from the University of San Francisco to explore the intersection of academia, market research, and real-world applications. Kraus, an expert in marketing, generational trends, and affluent consumers, shared a wealth of insights based on his unconventional career and decades of experience.
One of the key takeaways from the conversation was Kraus’ emphasis on the untapped potential of partnerships between market research professionals and academia. He explained, “There are a lot of opportunities for collaboration… whether you’re on the supplier or client side. These partnerships bring fresh thought leadership, new ideas, and even talent through student projects.”
Kraus, who transitioned into academia after a rich career in market research, now leads the University of San Francisco’s Master of Science in Marketing Intelligence (MSMI) program. Through this initiative, his students engage in hands-on, practical research projects with real-world companies, bridging theoretical learning with actionable insights.
Reflecting on his career, Kraus identified several challenges facing the market research industry:
As a professor, Kraus is passionate about preparing the next wave of market researchers. The MSMI program emphasizes both qualitative and quantitative methods, experimental design, and practical applications. He described the program’s practicum as a transformative experience, where students tackle real business challenges from companies like Amazon, Apple, and Gap. “It’s rewarding to see our students thrive—these projects can change the trajectory of their careers and lives.”
When asked about the traits that define successful market researchers, Kraus pointed to one above all: curiosity. “This field is about human behavior and what makes people tick. If you’re not intellectually curious, it’s hard to succeed.”
Kraus remains optimistic about the long-term future of the industry, even as AI reshapes the landscape. He sees opportunity in combining AI’s efficiency with human creativity. “Companies feel like they’re drowning in data but starving for insights. That’s where human ingenuity comes in—connecting dots in ways machines can’t.”
Kraus also noted the emergence of “synthetic respondents” and the ethical implications of AI-driven data collection. While advancements offer potential cost savings, he cautioned against losing sight of quality and authenticity in research.
For those navigating the complexities of modern market research, Kraus offered this advice:
Professor Kraus’ journey—from social psychology to syndicated research to academia—illustrates the dynamic nature of market research and its potential to shape industries and careers. As he aptly summarized, “At the end of the day, it’s about connecting the dots and delivering insights that truly matter.”
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