CaSE’s Guide for Engaging the Public

We recommend that advocates coalesce around a single, consistent term, “Research and Development”: Research and Development has performed consistently well throughout our research: in PARD25, 40% of people had heard of “R&D” and know what it means, rising to 82% when spelled out in full. R&D is understood to cover a range of activities and gains support in the context of investment, jobs and education. This term is broad enough to encompass many aspects of the research system.

Use other terms to build awareness and widen messaging: “Innovation” and “Research and Innovation” also perform well, and there is scope to use this language at the next level of engagement or when talking about specific topics or activities.

Be transparent when talking about money: The public want transparency and accountability on public investment and expressed concerns about money ending up in a “black hole”. However, investment is generally supported: PARD25 found that 88% of people said it was important for the Government to invest in R&D.

Use examples and specifics about the people, processes and impacts of R&D: In PARD22/23, when asked what would convince them that investing money in R&D was worthwhile, about a fifth chose examples where past or current R&D had had a positive impact.

Use specific, tangible language that is relevant to your audiences: Participants sought to make a personal connection, for instance through the issue or their locality to the work.

Example messaging from detailed message testing in PARD22/23:

• “We are surrounded by the outputs of successful R&D, such as the Coronavirus vaccine and other life-saving medicines. The money we invest now could save my life in the future”.
• “Whether it’s a changing climate or an aging population, we live in an uncertain world. We won’t solve those problems without fresh ideas so R&D is our best hope for a better future.”
• One participant gave an example of the kind of logic that would convince them: “You could say, ‘I understand that XYZ is happening at the moment. However, if I did this, then that will happen, and this is how I will improve the future’.”

The public think R&D can help solve big problems: In PARD25, more than 7 in 10 said R&D had an essential or important role to play in improving the NHS (79%), generating more clean/green energy (77%) and tackling climate change (73%). There are few issues where a majority does not see R&D’s role as important or essential.

Talking about broader issues as well as hot topics will help to ensure relevance to more groups: In PARD22/23, R&D investment gained support when linked to jobs, housing and mental ill-health, and support among group DE was comparatively higher than other groups when R&D was tied to housing and mental ill-health.

Use the environment as a strong connection point to people with a global outlook: Many of our December 2022 focus group participants prioritised environmental R&D projects; these people tended to take a global outlook to R&D and accepted longer timeframes for these projects.

Be cautious of assuming the coronavirus vaccine is a universally positive example: In PARD22/23, the positive effect of the vaccine was felt more strongly among over 65s (73% said it had had a positive impact on their lives) than those aged 18-24 (38%). Although many are aware of the vaccine as a recent and relevant example of R&D, some saw the speed of vaccine development as proof R&D could be ramped up and down when needed.

Recognise the realities of the cost of living crisis and talk about how R&D can help: Although many believe R&D is important to solving the problem, focus group participants struggled to articulate specifically how R&D could help.

Build on the fact R&D is seen as collaborative:  Many participants see R&D as an innately global endeavour.

When talking about international R&D, use positive frames about national pride or leadership: Respondents wanted more of the world’s best scientists to work in the UK, expressed pride in the UK’s history as a world leader in R&D, and, in PARD25, a majority either wanted the UK to be a world leader or keep pace with other countries.  Message testing shows that “The UK has a long history of solving problems with R&D, we should build on this legacy” performs better than other framings, although still not as well as those previously described.

Avoid negative frames that emphasise competition or “beating” other countries: International competition generally resonates less well as a reason to invest more in R&D. In PARD22/23, “The UK is falling behind similar countries such as France and Germany in the amount invested in R&D. We need to boost our investment into R&D so we can keep up” was the least convincing argument in favour of R&D investment.

Offer specifics on wider benefits: Jobs, the economy and education are consistently seen as the biggest advantages for more R&D happening locally or regionally, including as reasons they would support a new research lab being built in their area. However, focus groups show us that these benefits are not always immediately obvious.

Be honest and transparent about who could benefit: Many people struggle to see or feel the benefits of R&D and cannot articulate what they are beyond a vague sense that R&D must be beneficial. Many people felt that R&D would make things more expensive or wouldn’t be accessible to everyone, and we consistently find respondents and focus group participants feel that R&D benefits wealthy people more. Being honest and transparent about the benefits and risks of R&D, at a societal or individual level, will help build trust.

Explain why R&D takes time, rather than avoiding the topic: Many participants understood that complex problems can’t be solved overnight and were not put off by the idea of a time lag to the ultimate outcome. When asked in multiple polls whether R&D that took either 1, 5, 10, 20 or 25 years to pay off would be worthwhile, for each time period, a plurality said it was worth investing in and takes about the right amount of time.

Recognise up-front that many people are struggling right now: On some issues, such as cost of living, the public does want to see quicker results. Where advocates have the time or space to do so, we recommend recognising this and then talking or showing how R&D is trying to help solve these problems, using real world examples.

Offer optimism where possible: Message testing in PARD22/23 found that statements that offered optimism about the role that research could play – especially when framed around the future – performed well.

Avoid unrealistic or nebulous arguments: Vague statements, like “R&D: What’s next”, performed less well and those that were seen as unfeasible or unrealistic were quickly dismissed. An argument framed around “a world without fear of cancer” was treated with scepticism – and sometimes even seen as manipulative.

Example messaging from detailed message testing in PARD22/23:

• “Investing in R&D is essential if we want to solve problems”
• “Investing in R&D will help create a better future for us and the next generation”
• “R&D is the best way of building today’s ideas and tomorrow’s solutions”
• “R&D: Because tomorrow should be better than today”.