Research dissemination: from paper to impact
Three ways universities can use research dissemination to reach wider audiences.
Most academic research papers disappear into the ether.
Even the most groundbreaking medical discoveries often end up tucked inside paywalled journals, written in a language few people outside the field can understand.
That’s a problem. While researchers are increasingly expected to show “impact,” many aren’t given the tools or support to actually make it happen. And when brilliant work doesn’t get seen, shared, or acted on, everyone loses. Patients, practitioners, policymakers, and the researchers themselves.
The good news? This is a solvable problem.
Through thoughtful research dissemination, universities can bridge the gap between research and the real world.
1. Start with the “who” and work backward
Too often, research communication begins and ends with the paper itself. But the most effective science communication starts by asking:
Who actually needs to see this?
Is it:
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A policymaker deciding future health guidelines?
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A business exploring new tech applications?
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A patient group advocating for change?
Each of these audiences has different needs, but none of them wants a dense PDF full of p-values (a statistical term showing how likely results are due to chance).
Instead of trying to summarise the paper for everyone at once, start with one key audience in mind. Tailor the message. Highlight what matters most to them. Keep it clear and focused.
We often recommend researchers spend just 10–15 minutes at the start of a project sketching out simple audience profiles. Who could use this work? What language do they understand? That little bit of planning can make a big difference in how far the research travels.
“only 37% of UK adults feel well informed about medical research, even though 67% want more involvement in it.”
2. Swap the plain English summary for something truly relatable
Many universities already require plain English summaries. But let’s be honest, they’re often only technically plain. Sentences still run long. Jargon creeps in. The tone stays dry.
Instead, imagine someone reading your summary on a train, in between meetings, or while half-watching a webinar. What would land?
Try this:
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A short explanation of why the research matters
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A clear takeaway or finding
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A visual or analogy that sticks
Start with the headline. The inverted pyramid structure, which puts the most important information at the top, works just as well for research summaries as it does for news stories. It gives people what they need straight away and makes the rest optional.
We talked more about this in our post on Making Research Accessible to All, including examples of how to shape research content for non-specialists.
It’s worth the effort. According to the Academy of Medical Sciences, only 37% of UK adults feel well informed about medical research, even though 67% want more involvement in it. That’s a huge gap that better research communication can help close.
3. Make it easy to share, not just easy to read
Once research is simplified, don’t stop there. Turn it into something people can pass on in and outside of your organisation.
Try:
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A short explainer video
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A one-page visual summary
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A brief article or social post written in plain, engaging language
The key is to make it simple to reuse. If researchers have to wait months for support or figure out design tools on their own, the moment passes. Make their lives easier by creating a centralised bank of assets that can be used by communication or knowledge exchange teams.
That’s where we come in. At Cobo Creative, our team has years of experience turning complex research into clear, useful content. We work directly with researchers and universities to create materials that are relevant to the real world, whether for funders, industry, patient groups, or policymakers.
We also offer Peelback, our AI tool that turns full research papers into simplified, ready-to-share content. It’s fast, accurate, and designed to support researchers who want to share their findings with the world.
The bottom line
Excellent research deserves to be seen. With the right support from tools, people, or both, research dissemination can help it reach the people who need it most.
We’d love to help your team share research more widely and ensure that it doesn’t stop at the paper.
