Editor's note: Patrick Johnston is president of Vista Research. He can be reached at patj@vista-rs.com. Ashish Khandelwal can be reached at ashishk@illinois.edu at the Gies College of Business (University of Illinois, Urbana-Champaign).
In the ever-changing marketing research industry, the company I founded, Vista Research, faced significant challenges. Traditional data processing services were no longer sufficient to meet the demands of a data-driven market, necessitating a strategic pivot to remain competitive. With limited resources, Vista found a transformative solution: an experiential learning partnership with the Gies College of Business at the University of Illinois (Urbana-Champaign).
The collaboration began when we connected with professor Ashish Khandelwal to discuss the business challenges Vista faced. From this discussion, the project scope was defined, focusing on automating workflows, leveraging machine learning and exploring innovative services.
A team was formed, led by Aishwarya Chourasia, a recent graduate of the Master of Science in Technology Management (MSTM) program at Gies, including students from the MSTM and Master of Science in Business Analytics (MSBA) programs. Tasks were assigned by Chourasia in consultation with Khandelwal, aligning with the students’ backgrounds and interests.
The workflow was structured around regular updates and guidance:
Weekly meetings: The team shared progress and updates with us, ensuring alignment with our business goals.
Consultations with faculty: Professor Khandelwal provided technical guidance on methods and technology.
Strategic reviews: Every three to four weeks, professor Khandelwal and I met to assess overall progress and adjust priorities.
This iterative process was informed by industry trends, Vista’s business focus and its priorities. We also gathered insights from our network of experienced professionals and shared these findings with the university team. Feedback from industry leaders and clients helped shape the products and services that were developed.
Harnessing diverse expertise
The MSTM program at Gies prepares students for leadership roles in technology-driven business environments, while the MSBA program equips graduates with a blend of business acumen and data science expertise. The students’ resourcefulness, combined with their willingness to quickly learn required skills, allowed them to: develop automated workflows using open-source tools like Python, Streamlit and Shiny; implement machine learning frameworks like scikit-learn for predictive modeling; and design innovative services under the guidance of professor Khandelwal. “We are proud of our students' dedication and commitment to their learning and their willingness to create value for client partners,” he says. “We deeply appreciate the trust and opportunity provided by our clients, which allow our students to tackle real-world problems and gain invaluable experience.”
This year, Khandelwal oversees over 25 project teams as part of his Business Practicum course, working with clients across sectors such as health care, retail, engineering and edutech. With an MBA in marketing research and a Ph.D. in marketing, he has been teaching data science and analytics at Gies for over five years.
Mutual benefits and practical outcomes
The partnership has been mutually beneficial:
For Vista: The team’s efforts on almost zero budget have allowed Vista to modernize its offerings using open-source tools. The structured collaboration has helped Vista stay informed about industry trends and make strategic decisions with input from its network and the Gies team.
For students: Real-world problem-solving has honed their skills and provided practical experience, preparing them for careers in data science, analytics and technology management.
The collaboration with the Gies College has been a game-changer for us. The students’ energy and expertise, coupled with professor Khandelwal’s guidance, have enabled Vista to explore new opportunities and develop scalable solutions without significant financial investment.
This partnership is not unique; many other organizations have found similar collaborations highly valuable. This model works exceptionally well for small businesses, start-ups and non-profits, which often face resource constraints and are likely to be the biggest beneficiaries of such collaborations.