0
The views expressed in this presentation are the views of the author/s and do not necessarily reflect the views or policie...
On Research and its Dissemination
The value of any knowledge product hangs on its effective
dissemination: without outreac...
Disseminating Research Findings
Dissemination is:
• The delivery and receipt of a message.
• The engagement of one or more...
Users
Source
ContentMedium
Context
Disseminating Research Findings
Key steps in
dissemination are to:
• Adopt a strategic
...
Disseminating Research Findings
What do we want to disseminate?
• Effective dissemination hangs on having a shared vision ...
Disseminating Research Findings
When do we disseminate?
• Make the dissemination plan realistic.
• Identify and set the mi...
Disseminating Research Findings
How do we prepare a dissemination strategy?
• Strategy covers:
• Dissemination
• The knowl...
Disseminating Research Findings
How do we turn our strategy into a dissemination plan?
• Clearly set the objective, target...
A
dissemination
policy
Establishes the research
institution's vision and
values, and measures
these to engage.
Explains ho...
On Dissemination Strategy
• A dissemination strategy is about the overall effect a research
institution wishes to create.
...
Elements of a Dissemination
Strategy
User
• Is the readiness of the user to change limited?
• Are there needs for widely d...
Elements of a Dissemination
Strategy
Content
• Is confidence in the quality of research and its methodology low?
• Is the ...
Elements of a Dissemination
Strategy
Context
• Are there competing research findings?
• Do the general climate or circumst...
On Dissemination Plans
• Dissemination plans outline basic elements of a dissemination
strategy that must be implemented.
...
Elements of a Dissemination Plan
Impact and Outcome
• What is the desired impact of dissemination?
• What outcome does the...
Elements of a Dissemination Plan
Content
• Does the information content match the users' expected
information needs?
• Is ...
Elements of a Dissemination Plan
Execution
• When should each aspect of the dissemination plan occur?
• Who should be resp...
On Effective Dissemination Plans
An effective dissemination plan:
• Is oriented to the needs of users.
• Relies on appropr...
Evolving Dissemination Tactics
Source: Adapted from Barnardo's. 2000. What Works? Making Connections: Linking Research to ...
Posting Research Online
• The internet is now a primary vehicle for disseminating research
findings.
• The internet makes ...
Posting Research Online
Outlay
• Once material is online, hundreds of thousands of people can
access it at no cost to the ...
Posting Research Online
Synergies
• Posting research online enhances and sponsors other
dissemination methods.
• Posting r...
Posting Research Online
Fund-Raising
• Internet publication is a common requirement of research donors.
• Dissemination ra...
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
knowl...
Communicating Online
Helping Users Find Research
• Display prominent links to website materials.
• Advertise research thro...
Communicating Online
Selecting a Digital Format
• Make the documents available in a format that can be easily
opened and p...
Further Reading
• ADB. 2008. Linking Research to Practice. Manila. Available:
www.adb.org/publications/linking-research-pr...
Further Reading
• ADB. 2009. Disseminating Knowledge Products. Available:
www.adb.org/publications/disseminating-knowledge...
Olivier Serrat
Principal Knowledge Management Specialist
Regional and Sustainable Development Department
Asian Development...
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Linking Research to Practice

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The volume of research greatly exceeds its application in practice. Researchers must pay greater attention to the production of their research findings in a flexible range of formats in recognition of the varied needs of consumers.

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Transcript of "Linking Research to Practice"

  1. 1. The views expressed in this presentation are the views of the author/s and do not necessarily reflect the views or policies of the Asian Development Bank, or its Board of Governors, or the governments they represent. ADB does not guarantee the accuracy of the data included in this presentation and accepts no responsibility for any consequence of their use. The countries listed in this presentation do not imply any view on ADB's part as to sovereignty or independent status or necessarily conform to ADB's terminology. Linking Research to Practice Olivier Serrat 2013
  2. 2. 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.
  3. 3. 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.
  4. 4. 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.
  5. 5. 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.
  6. 6. 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.
  7. 7. 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
  8. 8. 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.
  9. 9. 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
  10. 10. 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.
  11. 11. 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?
  12. 12. 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?
  13. 13. 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?
  14. 14. 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.
  15. 15. 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?
  16. 16. 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?
  17. 17. 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?
  18. 18. 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.
  19. 19. Evolving Dissemination Tactics Source: Adapted from Barnardo's. 2000. What Works? Making Connections: Linking Research to Practice. Journal, Magazine Library Website Database CD-ROM Basic Dissemination Tactics Desk Launch Press Conference Professional Conference Verbal Feedback to Contributors Verbal Briefings Advanced Dissemination Tactics Meetings First Qualification Post-Qualifying Courses Other Courses The Research Report Summary Article Dissemination Magazine Press Release Referencing Material Dissemination Tactics Launch Verbal Feedback Consortium and Network Integration into Training Research Findings
  20. 20. 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.
  21. 21. 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.
  22. 22. 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.
  23. 23. 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.
  24. 24. Communicating Online Successful online communications actively encourage users to read and absorb material.
  25. 25. 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.
  26. 26. 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.
  27. 27. 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.
  28. 28. 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
  29. 29. 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
  30. 30. Olivier Serrat Principal Knowledge Management Specialist Regional and Sustainable Development Department Asian Development Bank knowledge@adb.org www.adb.org/knowledge-management www.facebook.com/adbknowledgesolutions www.scribd.com/knowledge_solutions www.twitter.com/adbknowledge
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