NIDRR Grantees' Q & A about Marketing

The National Center for the Dissemination of Disability Research (NCDDR) surveyed approximately 300 NIDRR-funded projects in 1998-99 about their dissemination practices. One question asked was: "Do you perceive a need for technical assistance on planning or implementing outreach strategies, and if so, in what areas?" In responding to this question, many grantees identified a need for information or technical assistance in the general areas of 'marketing disability research results' and 'reaching specific target audiences.'

In late 1999, the NCDDR conducted an informal follow-up email survey with 42 grantees who previously mentioned an interest in the area of marketing. Grantees were asked to submit specific questions concerning (a) the marketing concept; (b) market research; and (c) marketing strategies. Questions in one or more of these areas were received from 21 grantees. Following are the questions related to the marketing concept and basic ideas around market research, and responses.

The Marketing Concept

Q: What is "the marketing concept?" Is that different than identifying target audiences for publications and informing them of availability?

A: The marketing concept includes identifying target audiences and informing them of availability (promotion). However, marketing extends beyond these activities to include the participation of users in all phases of a research study and dissemination of research results. It provides a systematic means of developing research information or research-based products that address the needs and concerns of users from the conception of the research to its dissemination and utilization.

Q: In keeping with grant requirements, how can a grantee clearly distinguish between (and record) information dissemination and marketing efforts?

A: In this issue of The Research Exchange, marketing is presented as a field that is complementary to effective dissemination of research information. Marketing is not a separate or opposing concept, but provides a clear connection with dissemination and utilization (D&U), and brings an array of market research techniques and marketing strategies into use in D&U activities. Unfortunately, marketing often has been narrowly defined as advertising and selling products. In the context of NIDRR-funded research, it is appropriate that marketing and D&U serve to facilitate the users' acceptance and utilization of research information, and not be conceptually applied to advertising the sale of products developed with federal funds. See also: A Special Note Concerning Advertising and Public Relations Costs.

Q: How can we more efficiently identify ways to market to the general community? How can we promote our research and educate the general public as to its benefits?

A: It appears that these questions are analogous to a production orientation where D&U occurs in a one-way fashion, from researcher to user. However, the goal of marketing is to involve users in the design, development, and dissemination of research outcomes. It is important that the researcher work with the general community/public to obtain the market information necessary to effectively and efficiently disseminate the research information in ways that ensure utilization in the community.

Q: How can the disparate disability information outlets work better together to get the information to the parties who would benefit?

A: It may be beneficial for researchers and other information sources to jointly identify their "competition," as described in this issue. Most likely grantees will discover that they are not each other's primary competition. By identifying competitive barriers, information sources will find common areas to address in disseminating research information. By forming partnerships, they can cooperatively conduct market research and develop D&U strategies that can target broader user audiences.

Q: Would the manner in which the marketing concept is applied to NIDRR research differ depending on the type of research being conducted?

A: Yes, marketing and D&U need to be individualized for each research study, package of research information, and user group. It is likely that development of a researcher's overall strategy for disseminating research information may take some initial time and effort working with users to identify ways to address dissemination. After an overall D&U strategy is developed, individualized market research and dissemination activities for each research project may follow variations of the overall strategy.

Q: Dissemination of our program models and research findings is an integral part of our work. Should we routinely allocate funds for marketing purposes?

A: A budget for D&U should be considered for each proposal, allocated to areas such as supplies, travel, and personnel in addition to printing and distribution. As a part of the overall dissemination plan, marketing requires the development of distinct strategies to respond to the marketing mix/D&U components for each research project and user group. Working with users to determine their information and support needs will help define budget needs for D&U activities.

Market Research Overview

Q: How can we better understand the needs of our "customers" and how can we be most assured that the information is reaching the right audience(s)?

A: This issue of The Research Exchange provides an overview of market research techniques that fall under exploratory and confirmatory market research strategies. Market research can help researchers explore their users' needs and confirm that users are receiving, accepting, and utilizing the research information to increase their awareness and change their behavior.

Q: We want ideas on how we can get "outside" the normal rehabilitation networks. We have heard from too many people, including our project officer, that "people do not know about your RRTC's mission and work." So, how can we identify the "untapped" audience?

A: Market research can help to identify potential users by obtaining information about additional users through user visits or focus groups. Secondary market research also may provide information about potential user groups beyond those in the researcher's immediate area or beyond the disabilities that the researcher has focused on. Web sites of NIDRR grantees and other researchers may provide useful secondary data and links to additional user groups.

Q: We need good useful info that we can market on the state level. Some data is good but outcome/impact data or information is more useful when advocating for policy changes.

A: Please check out possible sources for secondary market research data presented elsewhere in this issue: Using Market Research Strategies with Disability Research Results. These include governmental databases as well as information provided by several NIDRR grantees.

Q:How do you balance the cost of print copies of research results in paper format against putting something on the Web which can be essentially downloaded for free?

What marketing research information does NCDRR have related to the use of the Internet by human service programs and how they attract Web users?

A: Making research-based information available on the World Wide Web can also be a great cost-saving way of sharing that information. The preparation of electronic files that will be available at any time costs much less than typical expenses for camera-ready hard copy and resulting printing, storage, and postage costs, in addition to staff resources needed for accounting and shipping activities.

Secondary market research information about the format preferences of consumers with disabilities and other stakeholders is available in The Research Exchange, Volume 2, Number 4 (1997); and Volume 3, Number 2 (1998). This information is based on 1997 surveys indicating that 27 percent of consumers and 26 percent of stakeholders accessed information online. While it is likely that these percentages will increase, there is a continued need to provide users with print and alternate formats (such as video, audio, Braille). Sending print and using a variety of media ensures that users receive information they may not locate on the World Wide Web. The use of market research can help determine the media and format needs of users and assist in designing materials and online resources that increase utilization of research information. It is also important to note that users look for information when they have a need for it. So, considering ways to archive your information for easy access at a later date is very important.

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