CaSE’s Discovery Decade programme has shown that while a majority of people think R&D is important, it isn’t seen as urgent. This clearly demonstrates the need for R&D advocates – including CaSE – to make a clear and compelling case for R&D being a national priority.
This report explores the use of place as a framing to strengthen connections between the R&D system and the public across the UK. It draws on insights from CaSE’s Discovery Decade programme, including extensive public opinion research and a set of pilot studies carried out across the UK in 2023-24, and from experts across the sector.
Our evidence indicates that two vital elements of effective R&D messaging are purpose and place. As a sector, we have an immediate opportunity to tell better stories about nearby R&D to help strengthen the connection between the public and the research system.
This report explores how we can use the framing of place to support this connection. It draws on insights from our public opinion research, a set of pilot studies carried out across the UK, and from experts across the sector, and then makes a series of recommendations.
For the R&D sector, we hope this work stimulates new ideas and collaborations, and reinforces the opportunity for, and value of, using emotion-led arguments to talk to the public about our work.
We also hope it will provoke discussion among local actors – including regional, mayoral and local authorities – by demonstrating the advantages of boosting the local profile of R&D, from attracting inward investment and local industries, to increased training and education opportunities and greater local pride.
Explore CaSE's work on R&D and Place
Find out morePilot studies
In 2023-24, CaSE delivered a series of pilot studies in Stevenage, Greater Manchester and Northern Ireland, which sought to put our research findings into practice.
The aim was to work with local R&D-relevant organisations to collaboratively develop a clear, compelling public facing identity for R&D in the area. CaSE convened small groups of stakeholders rooted firmly in their localities – ideally including some that did not normally work together – and used CaSE’s public opinion research to stimulate a discussion about local attitudes to R&D.
Drawing on the stakeholders’ on-the-ground experience engaging in that area, the groups collaboratively identified audiences and messages of particular interest and used this to inform a creative brief. Creative agency Luna 9 used this brief to develop a set of illustrative campaign assets that brought the group’s campaign choices to life.
We considered a range of areas as candidates, considering the size of the locality, established organisations and partners, existing links to R&D, and political salience. Our chosen areas were the town of Stevenage, the city region of Greater Manchester and the nation of Northern Ireland, with this latter workshop hosted in Belfast. As the pilots were a conceptual exercise, implementation of the campaigns was out of scope for this work, although each group was invited to take forward the campaign proposals that worked best for them and their area. One group, in Stevenage, did reach the stage of a set of out-of-home billboards for one concept.
These pilot studies emphasise the shared interests and common challenges of local groups and the R&D sector – and the benefits of working together to tackle them.
Recommendations
Our recommendations seek to support both the R&D sector and local actors and governments to embed R&D as part of an area’s identity. Taking such actions will help drive public awareness of, and support for, R&D; raise the area’s profile, attracting talent and investment; and inspire local communities through greater opportunities for skills, education and pride.
Build a distinct brand for R&D in your area
Open up R&D’s doors to local communities
Demonstrate R&D’s benefits and champion diversity among researchers and research
Encourage collaborations across disciplines, sectors and geographic areas
Prioritise building public connections with R&D when harnessing powers of devolution
CaSE has identified a set of lessons from our pilot exercises:
There is appetite for raising R&D’s local profile through coalition building:
Similar schemes should seek to secure the time and resource to transform shared enthusiasm into shared action.
Local data collection and analysis can bring deeper insights:
Similar schemes should consider including a stage that carries out specific local level quantitative or qualitative research early on in the process.
Co-developing a messaging strategy requires clarity and should include communities:
Similar schemes should ensure the development of a targeted brief and bring in public perspectives throughout the process.
Driving adoption requires consistent support, time and resource:
Similar schemes should consider offering follow-on funding to help drive adoption and identifying a lead partner from the outset.
In Stevenage, we are recognised for our R&D and STEM industries, which continue to grow. As we embark on a programme of significant town centre transformation, we understand the importance of working alongside our local communities and businesses to share opportunities and provide a real sense of ownership to local people. Our place is somewhere to be proud of, celebrating the achievements that will continue to come from our town – as should all places with these industries at their centre.
The chance to work alongside CaSE as part of their Discovery Decade work has reinforced to us the need to work with our partners to make R&D more accessible, enhancing understanding and offering greater opportunities for our communities to benefit.
Cllr Lloyd Briscoe
Cabinet Member for Economy, Skills and Transport, Stevenage Borough Council
Related resources
Science city, research region: how to build R&D into local identity
05 December 2024
Polling shows place-based awareness and alliances can be foundations for national support, says Kim Shillinglaw. This post first appeared in Research Fortnight on 21st November 2024.
Public Attitudes to R&D: Global-Facing R&D
04 December 2024
This briefing summarises attitudes to global-facing R&D, research conducted in the UK, but whose benefits are felt outside the UK.
Making R&D Matter to More People conference
30 September 2024
We were delighted to bring together senior sector leaders and expert speakers for CaSE’s Making R&D Matter to More People conference on Wednesday 11 September, hosted at the Royal Institution in London.
Making R&D matter more to Government
18 September 2024
We were delighted to welcome Peter Kyle MP, Secretary of State for Science, Innovation and Technology, to CaSE’s Making R&D Matter to More People conference on Wednesday 11th September.