SRA course ‘Research into policy & practice’

Maximising the impact of your research

Which is more interesting?

Or this?

Know your target audience

• Don’t assume you know what their interests are

• Take trouble to find out• You can’t address everyone’s interests –

prioritise• Keep them involved

What makes users take notice?

• Findings that are useful

• Findings that are unavoidable

• Interesting is not enough

So what grabs attention?

Findings that:• Inform current decisions• Challenge current thinking (& can’t be

ignored)• Explain current problems• Less immediate findings may have to wait for

their moment

But put them in context.....

Users want to know what’s new about your findings

• Do they add to existing knowledge?• Do they challenge it?• Do they confirm it?• Conflicting research findings aren’t helpful

An example of frustration....

... I had hoped to find research to support or to conclusively oppose my belief that quality integrated education is the most promising approach. But I have found very little conclusive evidence. For every study, statistical or theoretical that contains a proposed solution or recommendation, there is another equally well documented, challenging the assumptions or conclusions of the first. No one seems to agree with anyone else’s approach. But more distressing no one seems to know what works. As a result, I must confess, I stand with my colleagues confused and often disheartened... (Senator Walter Mondale 1970)

So how can you grab their attention?

Start at the beginning

Plan dissemination at the outset

• Who is the research is aimed at?

• Who are you trying to influence?

• In what way? • Why should they be interested?

Remember:Nobody is sitting waiting for your results.....

Get them interested

• Consult • Steering groups• Publicity/newsletters• Develop contacts

Gatekeepers

Getting a foot in the door

• Everyone is busy• You won’t always get to talk to the

key person• Access is often controlled• Identify the influencers

Some influencers

• Political advisers• Policy officials• In –house research experts• Head honcho’s deputy• Work contacts• Professional organisations

Getting heard

Are many competing influences on decision makers

• The media• Think Tanks• Public opinion/voters• Politicians/funders• Pressure groups/lobbyists• Professional organisations• Experts• ‘Common sense’ understanding

Why are some competitors more effective?

• The media explains problems in simple terms• Think Tanks use research to identify solutions• Experts speak with authority• Pressure groups & lobbyists cultivate contacts• ‘Commonsense’ has a simple logic

Researchers have a different role but can learn from the competition

Speak their language

The full report

....The main element of the quantitative research was a representative UK survey of those with main responsibility for shopping in the household... Shoppers were selected using random probability sampling, and interviews conducted face to face in-home, using Computer Assisted Personal Interviewing (CAPI). A total of 2932 interviews were conducted between 11th January and......

The presentation

....Most comprehensive and robust study of nutrition labelling published to date.....

Focus on essentials

• What do they need to know• Methods are for researchers• Less is more• Diagrams and charts• Make it memorable• Visuals have IMPACT

What we take inVisual 55% Text 7% Vocal 38%

So what’s useful?

• A clear message• Evidence that addresses current policy concerns• Suggesting or shaping policy- How much will it cost?- How many affected?- How will it work in practice?• Anticipating or predicting future issues/problems

(may not have immediate impact)

What outputs are helpful to users?

• Targeted summaries - different people have different interests• Short snappy presentations• Articles in professional journals• Relevant rather than interesting• Reports with summaries• Technical details separate

And above all...

• Use what you know• Researchers are often afraid to speculateRemember• Decisions can’t always wait for perfect

evidence• Your informed speculation is far better than

someone else’s uninformed guess

But, be realistic

The process of getting research into policy is often:

• Slow• Complex• IterativeThere are very few ‘big bang’ research impacts