Clare Wilkinson
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Emma Weitkamp
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The potential audiences for research communication are many and varied, including those with personal and professional interests. We consider the variety of people your research communication might be aimed at in this chapter and introduce concepts including audience segmentation, behaviour change and ‘nudging’ and how they are being used. We will consider these from a critical perspective, how they can be a tool to engage some, but potentially discriminate against others, and how they can be of use practically to readers. Finally, the chapter discusses how certain people can be overlooked in research communication processes and considerations you might make around this as a research communicator.

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Creative research communication

Theory and practice


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