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Linking Researchto Practice

Olivier Serrat2013

On Research and its Dissemination

The value of any knowledge product hangs on its effective dissemination: without outreach, the efforts of knowledge workers are wasted. Dissemination is a core responsibility of research institutions. Linking research to practice hinges on ability to effectively disseminate research findings to targeted audiences.

Research is about both generation and dissemination of findings: they share equal importance. However, research agendas often do not match the profiles of intended users. What is more, research institutions rarely allocate sufficient resources to link research to practice. Therefore, research findings still do not adequately inform practice.

Disseminating Research Findings

Dissemination is:• The delivery and receipt of a message.• The engagement of one or more individuals in the effort.

• The transfer of a product or process.Successful dissemination:• Must be planned before the onset of the research agenda.

• Should elicit a response from targeted users—how will they act on the findings?

• Must be formulated in light of the distinct stages of awareness, understanding, and action.Effective dissemination is constrained by:

• Poor planning.• The absence of a dissemination policy, strategy, plan, and tactics.

Users

Source

ContentMedium

Context

Disseminating Research Findings

Key steps in dissemination are to:• Adopt a strategic approach to dissemination.

• Know the target audience.

• Formulate generic, viable dissemination strategies that can be modified according to the primary purpose of the research.

• Monitor and evaluate accomplishments.

Disseminating Research Findings

What do we want to disseminate?

• Effective dissemination hangs on having a shared vision and common understanding of what one wishes to disseminate.

What is the target audience? What are we offering it?• Identify the target audience and map for awareness, understanding, and action.

• Successful dissemination strategies actively engage a target audience and deliver what it needs.

• Examine the knowledge product and present it as a benefit and solution to the target audiences.

Disseminating Research Findings

When do we disseminate?• Make the dissemination plan realistic.• Identify and set the milestones of the dissemination plan.What are the most effective ways of

disseminating?• Explore and evaluate what methods meet the needs of the target audience most effectively and appropriately.

• Vary the methods to increase the chances of success.Who might facilitate dissemination?

• Work through existing channels to have a greater chance of success.

• Collaborate with others to improve the impact of dissemination and reduce costs.

Disseminating Research Findings

How do we prepare a dissemination strategy?• Strategy covers:

• Dissemination• The knowledge products for dissemination• Target audiences• The benefits to users• Dissemination methods and related activities

• Timescale and responsibilities• Targets• Costs• Monitoring and evaluation, including criteria for success

Disseminating Research Findings

How do we turn our strategy into a dissemination plan?• Clearly set the objective, target audience, methods, timing, and responsibilities.

How do we cost our dissemination activities?• Estimate the individual cost of every input to dissemination.

How will we know if we have been successful?• A dissemination strategy will only be effective if it is viewed as an evolving process.

• Establish clear targets at the onset by linking them to the three broad purposes of dissemination—awareness, understanding, and action.

A dissemination policy

Establishes the research institution's vision and values, and measures these to engage.Explains how efforts at disseminating research results link to their utilization.Ties research to practice through dissemination strategies, dissemination plans, and the application of dissemination tactics.

Developing a Dissemination Policy

A research agenda requires:• A dissemination policy

• A dissemination strategy

• A dissemination plan

• Dissemination tactics

On Dissemination Strategy

• A dissemination strategy is about the overall effect a research institution wishes to create.• A dissemination strategy is how a research institution addresses particular issues to

ensure that dissemination of research results leads to their utilization.

Elements of a Dissemination Strategy

User

• Is the readiness of the user to change limited?

• Are there needs for widely divergent formats and levels of information content?

• Is the number of trusted information sources limited?

Source

• Is the credibility of a research institution's experience limited?

• Is the level of perceived competence low?• Is the motive suspect?

Elements of a Dissemination Strategy

Content• Is confidence in the quality of research and its methodology low?

• Is the utility and relevance of the information content unclear?

• Is the credibility of outcomes limited?• Is the format of the information content user-friendly?

• Are there cost implications to access to information content?

Medium• Is the information content clear and attractive?

• Are the dissemination methods flexible and reliable?

• Are the dissemination methods cost-effective?• Are the timeframes required to access the information content lengthy?

Elements of a Dissemination Strategy

Context

• Are there competing research findings?• Do the general climate or circumstances favor adoption of the research findings?

• Can the research findings find practical application?

On Dissemination Plans

• Dissemination plans outline basic elements of a dissemination strategy that must be

implemented.• Dissemination plans should produce a response, viz., utilization of research findings, on the

part of the users.

Elements of a Dissemination Plan

Impact and Outcome

• What is the desired impact of dissemination?• What outcome does the dissemination plan aim to accomplish?

• In what ways will users benefit?

Users

• Which users will be most affected by the research?

• Which users will be most interested in learning?

• What are their scope and characteristics?

Elements of a Dissemination Plan

Content• Does the information content match the users' expected information needs?

• Is the information content reviewed through a quality control mechanism to ensure accuracy and relevance?

• Does the comprehension level required to understand the information content match the characteristics of the users?Medium

• What resources does each user group typically access?

• What capabilities does each user group have?• What are the most effective dissemination methods to reach each user group?

Elements of a Dissemination Plan

Execution• When should each aspect of the dissemination plan occur?

• Who should be responsible for specific dissemination activities?

Obstacles• What potential obstacles may slow access to or utilization of the research findings by each user group?

• What actions could be developed to overcome these obstacles?Accomplishment

• How will accomplishment be described and measured?

• If data is to be gathered, who will gather it?

On Effective Dissemination Plans

An effective dissemination plan:

• Is oriented to the needs of users.• Relies on appropriate form, language, and information content levels.

• Incorporates various dissemination methods, e.g., written, graphical, electronic, and verbal media, to include both active and reactive communication channels.

• Draws on existing (and planned) resources, relationships, and networks.

• Establishes linkages to the resources required to implement the information content, e.g., technical assistance.

Evolving Dissemination Tactics

Source: Adapted from Barnardo's. 2000. What Works? Making Connections: Linking Research to Practice.

Journal, Magazine

LibraryWebsiteDatabaseCD-ROM

Basic Dissemination Tactics

Desk LaunchPress

ConferenceProfessional Conference

Verbal Feedback to Contributors

Verbal Briefings

Advanced Dissemination Tactics

Meetings

First Qualification

Post-Qualifying Courses

Other Courses

The Research ReportSummary

Article

Dissemination Magazine

Press Release

Referencing Material

Dissemination Tactics

Launch

Verbal Feedback

Consortium and Network

Integration into

Training

Research Findings

Posting Research Online

• The internet is now a primary vehicle for

disseminating research findings.

• The internet makes it possible for all

researchers to promote research online so that it may be invoked by peers, educators, students,

journalists, customers for research expertise, and the general public.

Posting Research Online

Outlay

• Once material is online, hundreds of thousands of people can access it at no cost to the research institution.

Speed and Flexibility• The internet is very fast compared to print media, and enables hypertext-specific and interactive actions.

• Posting online takes minutes: this facilitates opportune and fresh updates.

Posting Research Online

Synergies• Posting research online enhances and sponsors other dissemination methods.

• Posting research online can entice users to draw on other research work.

Audiences• The internet exposes work to new audiences.• More people can find and access materials that are available online as well as in print.

Monitoring and Evaluation• Web pages, nowadays, invite feedback and therefore facilitate online impact assessment.

Posting Research Online

Fund-Raising

• Internet publication is a common requirement of research donors.

• Dissemination raises the profile and enhance the capacity of a research institution.

• Donors are likely to be attracted to research institutions that are committed to disseminating research to users.

Communicating Online

Successful online communications actively

encourage users to read and absorb material.

Communicating Online

Reading Online

• Users are impatient.• Users make on-the-spot judgments about the value of the knowledge and information presented.

Disseminating Successfully Online• Websites must be "scannable". Users do not read but scan websites.

• Websites must be concise. Users do not scroll.

• Websites must be objective. Users do not like self-serving publicity.

Communicating Online

Helping Users Find Research• Display prominent links to website materials.• Advertise research through short yet informative descriptions.

• Make the work searchable by using page and section headings, page descriptions, and meta tags.

• Undertake e-marketing to inform users that research findings are available on the internet.

Organizing Links to Documents• Categorize materials by type, e.g., working paper, discussion paper, etc. and provide a menu for direct access.

• Specify if the document is downloadable.• Develop a customized search engine if numerous documents are hosted on the website.

Communicating Online

Selecting a Digital Format

• Make the documents available in a format that can be easily opened and printed.

• Avoid zipping or splitting online documents.

Further Reading• ADB. 2008. Linking Research to Practice. Manila. Available: www.adb.org/publications/linking-research-practice

• ADB. 2008. Posting Research Online. Available: www.adb.org/publications/posting-research-online

• ADB. 2008. Using Plain English. Available: www.adb.org/publications/using-plain-english

• ADB. 2009. Conducting Effective Presentations. Available: www.adb.org/publications/conducting-effective-presentations

Further Reading• ADB. 2009. Disseminating Knowledge Products. Available: www.adb.org/publications/disseminating-knowledge-products

• ADB. 2010. Showcasing Knowledge. Available: www.adb.org/publications/showcasing-knowledge

• ADB. 2010. Enriching Policy with Research. Manila. Available: www.adb.org/publications/enriching-policy-research

Olivier SerratPrincipal Knowledge Management Specialist

Regional and Sustainable Development Department

Asian Development Bank

knowledge@adb.orgwww.adb.org/knowledge-managementwww.facebook.com/adbknowledgesolutionswww.scribd.com/knowledge_solutions

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