Reading the public mind: a novel approach to imporving the adoption of new science and technology
- Publication Type:
- Journal Article
- Australian Journal of Experimental Agriculture, 2007, 47 (11), pp. 1262 - 1271
- Issue Date:
This paper described a new approach to measuring and monitoring the qwuality of dialogue between research groups and the wider community about specific scientific matters. It is an adaptation of a proven marketing process for rmonitoring customer satisfaction: key drivers of community perception are elicited and measured so that managers can respond to the issues that are most important to the community, rather than relying on their own perceptions. One important benefit of the approach is that the method provides a means of linking an overall score for the community's perceived value of a research project to an important business driver such as 'percentage of people very willing to support deployment of the research results.
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