In this episode of Now That's Significant, a market research podcast, host John Bird welcomes Professor Stephen Kraus from the University of San Francisco to discuss the importance of collaboration between academia and the market research industry.

Professor Kraus, an expert in marketing and consumer insights, shares his unconventional journey through the world of market research, highlighting the challenges and opportunities he's observed along the way.

Here are five key takeaways from the episode:

Collaboration is key: Professor Kraus emphasizes the potential for fruitful partnerships between industry professionals and academics, benefiting both students and companies.

Survey quality remains a challenge: Despite advancements in technology, ensuring high-quality survey data is an ongoing struggle for the industry.

Education empowers the next generation: Professor Kraus finds fulfillment in educating aspiring market researchers, equipping them with the skills and confidence to navigate a rapidly evolving field.

AI is a powerful tool, but human insights are still essential: While AI offers valuable capabilities, human creativity and the ability to synthesize insights remain crucial for success in market research.

Gen Z requires a different approach: Engaging younger audiences requires understanding their unique values, preferences, and digital habits, emphasizing relevance and authenticity.

Tune in to this episode to learn more about the evolving landscape of market research and the exciting possibilities for collaboration between academia and industry. Don't forget to check out other episodes of Now That's Significant on all major podcast platforms!

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