From Academia to Industry: Bridging the Communication Gap
Imagine pouring years of research into a ground breaking discovery, and when it’s time to reveal it, no one seems to care: customers, potential partners, the press.
There have been many studies on the “knowledge gap” between academics and non-academics, as well as between academics in different fields. This knowledge gap has also fuelled a communication gap, which can be hard to bridge.
In this post, I’ll explain:
· why it’s important for you to spend time to reduce this gap and make your research accessible
· provide practical strategies to help you bridge the gap and unlock the commercial potential of your research.
Why is it important to reduce the communication gap?
In a nutshell, reducing the gap can help academics to get what they want and achieve their goals. For example, when academics are involved in a field that requires public participation or support, such as climate research, or vaccine safety. (1) Or, when academics want to explore commercial opportunities, and therefore need to deal with stakeholders, customers, and partners.
Bridging the Gap: Practical Strategies
So, how can you bridge this communication gap and effectively translate your research for different audiences? Here are some practical strategies:
1. Know Your Audience: Different audiences will have different motivations. Investors, for example, will want to see a clear business plan and financial projections, while customers will be more interested in the practical benefits of your product or service.
Be careful not to rely too much on generalisations, though. For example, individual investors, may have vastly different investment theses, risk tolerances, and areas of expertise. Effective targeting requires understanding individual motivations, not just group averages.
2. Simplify Complex Concepts: Use short simple sentences, and non-technical language for explanations. Also consider using analogies, metaphors, and real-world examples to explain complex concepts in a simple and engaging way.
3. Storytelling: Storytelling is a powerful tool for communicating research. Make your stories memorable, persuasive, and emotionally resonant. Ideas for stories that you could develop, include: your research origin story, problem/solution story, your research ‘aha’ moment story, and stories to highlight the potential impact of your research.
4. Use Visuals Effectively: Visuals, especially photos and videos, can be incredibly helpful for simplifying complex data and making research more accessible. However, be careful when using charts and graphs to communicate. Audiences can find data-driven visuals difficult to understand.
5. Focus on Value & ROI: Demonstrate the value of your research by focusing on your audience’s priorities. For example, investors and business partners need to see how your research translates into profit and growth.
6. Collaborations with non-academics: Collaborating with non-academics in different fields can teach you a lot. For example, Baher and Martin discuss the challenges and opportunities of academics and journalists working together, especially on sensitive issues. (2)
7. Practice: Practice communicating your research to non-academic audiences and ask for feedback. The more you practice, the more confident and effective you'll become.
Conclusion
Effective communication is a critical skill for academics looking to explore commercial opportunities. By understanding the communication gap between academia and industry and implementing the practical strategies outlined in this post, you can unlock the commercial potential of your research and connect with the audiences that matter most.
There are a whole range of specialists whose skills can be used to help you achieve your goals.
If you aren’t sure where to begin, or you have a limited budget and you need to maximise its ROI, then let’s arrange to have a free consultation today to discuss your options.
References
(1) Hutchins (2020)
(2) Baher, B. and Martin, N. (2020) 115
Bibliography
Baher, B. and Martin, N. (2020) “Collaboration Between Academics and Journalists: Methodological Considerations, Challenges and Ethics” in Journal of Conflict Transformation and Society, vol. 8, no.1. Pp.114-126.
Hutchins (2020) “Tailoring Scientific Communications for Audience and Research Narrative” in Current Protocols Essential Laboratory Techniques.
