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.

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Communicating Online
Successful online communications actively encourage users to read and
absorb material.

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. 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. 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. Further Reading
• ADB. 2008. Linking Research to Practice. Manila.
www.adb.org/publications/linking-research-practice
• ——. 2008. Posting Research Online.
www.adb.org/publications/posting-research-online
• ——. 2008. Using Plain English.
www.adb.org/publications/using-plain-english
• ——. 2009. Conducting Effective Presentations.
www.adb.org/publications/conducting-effective-
presentations

29. Further Reading
• ADB. 2009. Disseminating Knowledge Products.
www.adb.org/publications/disseminating-knowledge-
products
• ——. 2010. Showcasing Knowledge.
www.adb.org/publications/showcasing-knowledge
• ——. 2010. Enriching Policy with Research. Manila.
www.adb.org/publications/enriching-policy-research

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