ResearchersNight MEASURING IMPACT: WHICH INDICATORS AND INSTRUMENTS - - PowerPoint PPT Presentation

European Researchers’Night

MEASURING IMPACT: WHICH INDICATORS AND INSTRUMENTS TO USE

Esmay Walker: Research and Impact Officer, University of Huddersfield

Establishing Impact Indicators

• Increased awareness among

the general public of the importance of research

• Better understanding of the

key benefits that research brings to society

What?

• Reduction in stereotypes

about researchers and their profession

• Increase, in the long term, of

people taking up research careers

Why?

• Demonstrate real-world

value of research

• Positive interactions with

researchers

• Engaging and inspiring event

How?

What measurements reflect this change?

• Online & paper questionnaires on perceptions and attitudes before

and after or during the event.

• Informal interviews during the event and surveys on specific activities

and general event.

• Age appropriate surveys- make it easy for people!
• Quantitative and Qualitative data combined
• Incentivized questionnaires- visitors feel they are receiving potential

payback for time taken to complete the survey

Tailored Surveys to Increase Respondents

Impact for free...

• Paper surveys- seek inspiration from similar events and devise your
• wn to run on Welcome Points
• Online/iPad surveys- make use of free online survey tools such as

BOS and Survey Monkey

• Media students and local TV companies for individual interviews with

visitors- brief them with your questions

• School newsletters and websites- link to your survey when sending

promotional material

• Registration websites (e.g. Eventbrite) help you to stay in touch with

your visitors

The Big Three: Making Data Meaningful

• Gender- to identify existing attitudes in relation to gender (e.g. do

girls feel less inclined to pursue careers in science or technology?)

• Age – allows us to analyse if the event is effective in shifting

perceptions of all age groups

• Perceptions/Attitudes- provides us with rich data as opposed to just

bare statistics

5 Golden Rules…..

• Don’t ask what you don’t need to know!
• Keep it brief and straightforward to increase uptake- ideally no more

than 15 questions

• Start with quantitative, finish with qualitative and avoid ‘neutral’
• ptions whenever possible
• Tailor surveys to different groups and catch people early
• Never forget the baseline to change rule when measuring shifts in

attitude

What level of change can we expect to see?

Survey for children aged 5-18 years

30% 57% 69% 83% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Would you consider a career in science or research? Do you understand what it means to be a researcher? Before After

Why collect qualitative data?

• Paints an overall picture of attitudes and opinions
• Can support the statistical data by making it richer and more

relevant

• Highlights unintended impacts
• Provides useful information that can be applied to future events
• Useful for marketing and promotion
• Gives visitors a voice

Thanks for your time and stay in touch! e.walker@hud.ac.uk