How to sell your research

Does the idea of selling your research make you uncomfortable? After all, academics engage in research, not business or product development. However, there is an increasing need for researchers to channel their discoveries and experiences into services for society and business.

Looking at this context, whether in academia or independent research, researchers are not just collecting data or expanding knowledge; they are selling. Yes, selling. But what exactly are they selling if not products? Let's take a closer look at the main elements that researchers sell, often without even realizing it.

Understanding what you're selling

In principle, it's not about commercializing the knowledge itself but understanding that there are components of your work that have intrinsic value and sell, even if not directly.

1 - Selling your knowledge

As a researcher, your primary "product" is knowledge. Each hypothesis tested and finding published adds to the vast marketplace of ideas. However, just the accumulation of facts and figures isn't the end goal. Your knowledge must be communicated effectively to capture attention and inspire confidence.

2 - Selling your expertise

Beyond the raw data, researchers sell their expertise. This includes their ability to interpret complex data, draw meaningful conclusions, and propose further studies or applications. Their expertise builds their reputation within their field, making their work a reliable point of reference for other academics and professionals.

3 - Selling yourself

Perhaps the most personal aspect of what researchers sell is themselves. Every interaction with peers, the public, or the media provides an opportunity to establish a personal brand. How the researcher presents their research, responds to feedback, and supports their community contributes to building their persona.

The difference between your audience and your potential client

Understanding the distinction between your audience and your potential clients is essential when promoting your research. Your audience, which may include journal readers, conference attendees, and fellow researchers, generally does not provide direct funding for your projects. Instead, they offer social proof.

This validation from your peers helps assure potential clients—like funding agencies, educational institutions, and commercial enterprises—that your research is credible and worth investing in.

Recognizing and serving your potential clients is key to securing funding. Successfully engaging these funders not only boosts your project's viability but also enhances your professional standing. A well-regarded reputation as a credible researcher can lead to more prominent roles within your organization and the wider academic or commercial community.

Whether your goal is to secure funding, influence policy, or drive innovation, the principles of marketing your research are the same. Remember: the goal is not just to share knowledge but to make a significant impact.

If you want to find ways to make your research attractive by improving your website, editorial projects, and other materials, find out how user-centered design can help you offer a better experience to your potential clients by visiting our page: www.ccmdesign.ca.