Researchers and entrepreneurs have more in common than we might realise. Both must create high-quality outputs and market and “sell” them to relevant audiences. And yet, most academics are trained to focus on the research itself, not on how it is communicated, positioned or received. They must look beyond this to ensure their work finds the right audiences.
Part one of this series discussed how to identify who you are “selling” your idea to, and this resource will explore how to tailor your message to create a value proposition that clearly communicates the benefit of your work.
Researchers are trained to lead with rigour, methodology and contribution to knowledge. Investors and industry partners, on the other hand, lead with problems they need solved. Bridging that gap requires an important mindset shift from “here is what I found”, to “here is your problem and here is how my work helps solve it”. Admittedly, it’s easier said than done.
Once you are clear on your audience, the next step is to think about your value proposition. In simple terms, this is how you explain why your work matters to the specific people you are trying to reach. A value proposition may be phrased in the following way:
- For (name your specific target audience), my research delivers (specify benefits) by (how), unlike/beyond (current offering).
Let’s look at an example. One might describe their research as:
- A study exploring digital engagement in higher education.
But for an external audience, it could be adapted to:
- For university leaders, this research improves student engagement, satisfaction and retention by identifying effective digital teaching practices that move beyond current trial-and-error approaches.
The research is the same, but the emphasis is different. The second version makes the relevance more immediate and easier to grasp for the target audience – ie, universities and, specifically, education leaders.
Let’s look at a few other examples relevant to different fields. These are illustrative, hypothetical examples and show how research can be framed to address the priorities of different audiences:
Example 1: A study exploring the implementation of sustainable resource management practices and their impact on operational efficiency within organisations.
This could be pitched as follows:
- For organisations facing rising costs and pressure to deliver more with less, this research cuts waste and unlocks efficiency through practical, scalable sustainability strategies, that move beyond superficial compliance that adds cost but not value.
Example 2: A study exploring the application of behavioural science to the design and evaluation of public policy interventions.
This could be pitched as follows:
- For policymakers under pressure to prove impact, this research increases policy effectiveness by applying behavioural insights to real-world decision-making, rather than idealised assumptions that lead to poor outcomes.
Example 3: A study examining how digital monitoring tools influence patient adherence to treatment plans in chronic disease management.
This could be pitched as follows:
- For healthcare providers dealing with overstretched systems and rising demand, this research improves patient outcomes while reducing repeat visits by identifying how digital tools can support more consistent adherence, beyond reactive, appointment-based care.
Or as follows:
- For health-tech investors seeking scalable solutions, this research demonstrates how digital monitoring can drive measurable improvements in patient adherence and outcomes, creating opportunities for scalable, data-driven healthcare services with clear return on investment potential.
If you return to the example from part one of this series, for Zara, the investor, your value proposition would need to reflect her priorities. She is unlikely to be persuaded by theoretical contribution alone. Instead, she will want to understand how your research translates into something scalable, commercially viable and capable of delivering returns on investment within a realistic time frame.
- An academics’ guide to policy impact
- Why is no one listening?
- Resource collection: how to promote your research for greater impact
An important point is that this is not about oversimplifying your work or turning it into something it is not. It is about making its relevance visible to the people who need to see it. Approach it as if you were translating your research into another language.
More tips for creating your research value proposition
- Avoid excessive academic jargon so that the language is easy to understand for your target audience
- Aim for consistency, not perfection
- Share insights, not just outputs
- Focus on value: what your target audience can learn from your work
- Develop a clear voice and focus
- Get familiar (and comfortable) with abbreviations used by people in your target audience.
Finally, invest in building your visibility beyond your institution. Platforms such as LinkedIn can be highly effective for expanding your reach and professional network. Engage consistently (for example, once a week), plan and schedule content (LinkedIn allows you to do it up to three months in advance), and actively follow and interact with relevant people and organisations.
Rushana Khusainova is a senior lecturer in marketing at the University of Bristol Business School, UK.
If you would like advice and insight from academics and university staff delivered direct to your inbox each week, sign up for the Campus newsletter.
comment