Why Academics Need to Adapt to Audiences for More Impactful Research


One of the most important things that researchers need to learn so more people will hear what they have found out from the research work that they do is to think more like marketers. If they want policymakers to listen to what their research has to say, then they need to be able to discuss these findings in great detail outside of the academia.

These days, it is becoming a pressing concern to determine what really works and what does not when it comes to researchers seeking to make an impact through the research work that they do on policy. There is a pressing need for researchers to establish connections not only in the academia but to people outside of it. It is a fact that there has since been a disconnect between researchers and scientists and the rest of the society. Bridging this gap ensures that there is a better understanding of the importance and the impact of the work that they do.

There are many platforms these days that allow researchers to get their works published in Research Features so more people will get the chance to see and read them. These platforms are designed to ensure that there is a constant supply of research evidence from universities and other relevant institutions and that these data are not only trustworthy but timely and useful too.

With the focus now being shifted more on impact, more and more researchers are trying to achieve it through mentoring programmes, high-level seminars on policy, and such other similar methods. There has been a belief that there is a huge advantage over allowing researchers to work with those who are considered as decision-makers.

There is also a need for researchers to learn how to think like marketers. They need to bring themselves closer to their audiences if they are to truly explain to them the impact of the work that they do. They also need to home in on what their respective audiences want to as to better get them to understand the nature of the work that they do and how they can benefit from them in the process.

Tailoring the message is also another way for researchers to be better heard and understood by their audiences. The message needs to be delivered in such a way that will make sense to the audience. Policy suggestions need to be framed right too. In many cases, policymakers would prefer suggestions that use evidence while veering away from dry numbers. Rather, they would prefer metaphors and narratives as an effective way for the message to get across.

With more and more organisations these days wanting to learn more about evidence through research, it is important to come up with results that will help answer such a need. Making sure that researchers will also not shy away from the possibility of promoting their research more to a wider audience is crucial towards achieving more impact too.

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The importance of effective science communication


Without science, the world would be an entirely different place. From the discovery of DNA to the development of the Large Hadron Collider, all the way through to understanding how and why tectonic plates shift, science shapes our modern-day way of life. Knowing how to interpret and understand the topic is therefore vital. And that’s where Science Communication comes in.

Many people struggle with science – that’s a fact. There’s a lot of complicated words, equations and jargon involved with it which leaves many feeling confused and a little overwhelmed. In order to break down this confusion, effective science communication is required to simplify and condense science in a way that not only makes sense to a reader but resonates with them in a way that relates to their way of life.

Research has recently shown that the general public don’t trust science in the media as much as they used to. This may be due to the confusing, sensationalised headlines often splashed across newspapers – from coffee supposedly curing cancer, to ‘miracle’ Alzheimer cures that rarely come to fruition. It’s difficult to know what to believe.

If you are reading this as a researcher, just think: how would you describe your work to a non-scientist? In essence, that’s all it takes to communicate science effectively. You simply take a complex subject and break down in a way that makes sense – without all the complex jargon that alienates those not familiar with your field of research.

Today, science communication is more important than ever before. With the rise of the internet and online ‘churnalism’ – articles shared worldwide with a ‘quantity rather than quality’ agenda – science is getting left behind. Lengthy, technical papers hidden behind paywalls serve a purpose. But they do not make for effective public outreach material. The rise of open access is to be applauded but the barriers of jargon and existing knowledge still remain.

Accurate, accessible communication of scientific research is essential if the public are going to continue to support the spending of public money on essential research. As a scientist, it is up to you to make sure that your work is shared in a way that retains accuracy while opening it up to anyone who is interested. And once you start doing this, you’ll realise that includes a surprisingly large number of people.

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This article was written by Research Features magazine, a publication dedicated to translating complex scientific research into simple, clear language.


Why Scientists Should Take Part in Social and Education Revolution

Understanding the Need for Researchers to Become Storytellers

These are exciting times for researchers and scientists. With the flow of information ever increasing, researchers and scientists all over the world are doing fascinating and innovative work. Of course, the public would want to be kept in the loop about these advances made in the name of science. They need to be in the know so they will be encouraged to make intelligent decisions not only from their very own lifestyle choices but to even things as government policy.


The explosion of information signifies that there are more ways for members of the public to access it. However, this has also caused significant differences in reliability and quality of the information among sources. This has resulted in the creation of an ever-widening gap of knowledge between researchers and the rest of the society. There is also an urgent need to get this gap filled.

A good way for scientists to solve this is to get the public have a better understanding of the work that they do, of their research. This will not only result in the increase of their credibility pertaining to the work that they do. This is also a good way to educate society and to clarify where funding for research work is going to. In addition, excellent communication between researchers and society means that the curiosity and the imagination of promising bright minds in order to be encouraged to do what they can too to contribute something to the field.

Connection with people is important

Scientists need to understand that science is not just an individual thing. Every scientist looks forward to that day when he gets to discover something that has never been discovered before. The next step to this would likely be to get it published in one of the top journals in the field. However, it is also a fact that these journals are not really accessible the rest of the public. In addition, even when a non-scientist will attempt to read it, it is very unlikely for him to understand the contents. It should be every researcher’s responsibility to get people informed and excited about the things that he does and the reasons why he does it.  Getting ideas more accessible to them is essential.

Make the most of science communication training

It is a fact that many scientists really lack excellent communication skills. In most cases, many of them do not really have a good idea how to get their science communicated to the common people in a way that they can better understand. It does not hurt to learn some basic skills to make it easier for you to share your work to the rest of the public.

Use social media

People are more connected than ever these days and if being able to reach out to a number of people is what you are aiming for, then social media is a great tool that you should make the most of. From regular updates on what you do to regular interactions with your followers, this is a good avenue for you to promote the work you do and to get more people to understand more about it.

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Things to Remember when Writing for an Audience

Tips on How to Write a Research with the Audience in Mind

Being aware of who your audience makes it easier for you to decide the tone in which you are going to write your research. It is easier for you to decide which details to include, how the information should be arranged, as well as which specific supporting details would be needed in order for the readers to know exactly what you are trying to present to them. Your audience can influence the structure and the tone of the piece, in order to come up with and present an argument that is effective, you need to appeal to your audience, as well as address them.


It is important to remember that your readers may not always be those people who will have a good understanding of what it is you are writing about. Assuming that the people who will be reading your work are going to have less knowledge on the subject than you cause you to be more detailed in your explanations. The result is a paper that is going to be so much stronger and more convincing.

You cannot expect to start planning for your research work until such time as you have figured out who the audience is first. You need to identify what their specific needs are as well. Find out if there is a specific and intended reader for the finished work so you can fashion the writing of the piece based on what the audience will need.

Generalised readers

These are the kinds of readers that will require you to provide them with proper background information, solid examples, as well as illustrations of what is being discussed, are also effective tools when it comes to getting them to better understand what you are presenting.

Professionals in a certain field

If you need to address people belonging to a specific profession, then you can assume that they would at least know some jargon and other terminology related to the field. It is often safe to assume that these people will be quite knowledgeable about whatever the particular topic or project is that you’re writing about.

Academic community

If you have to write an academic research paper, then there is a good chance that your audience is the academic community. This is quite similar to writing for readers of journals that are peer-reviewed and professional in your specific field of specialisation. Readers like these will expect your work to conform to certain conventions in the field. It would help to consider the style and language that field experts use when writing these kinds of pieces to get an idea of how your work should sound like.

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Every research work deserves to gain attention and impact. Making sure that it is written with the audience in mind is indeed a huge help in achieving this. Learn more about how you can make your research work more appealing by checking out Research Features Magazine online You can also read more about Research Features Magazine here.

Research Features Magazine Review

New Testimonial

Here is a recent testimonial from Professor Dr. Reinhard Fischer who used our publication to publish their research. Below are reviews of Research Features Magazine:

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Professor Dr. Reinhard Fischer

The process of working with Research Features was very efficient and professional. The final article (both print and online versions) looks great, and I am happy that the magazine is so widely distributed and frequently read.


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New Reviews – Research Features Magazine

New Testimonial

Below is a recent testimonial from Andrew D. Hanso who used our publication to publish their research. Below are reviews of Research Features Magazine:


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Andrew D. Hanso

The whole process worked well, very professional. Interactions with the editorial team were friendly and smooth and got the science message right and in the right form for a wide readership. The final article – online and printed – was visually appealing, and captured good social media attention. The charges were very reasonable. Research Features is a serious player in the outreach business and I’ve recommended them to others!


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