At the 2024 Southern African Research and Innovation Management Association (SARIMA) conference in Maputo, Mozambique, Mr Ntiyiso Shabangu, technology transfer specialist at the North-West University (NWU) Technology Transfer and Innovation Support (TTIS) Office, underscored the crucial role of technology transfer offices (TTOs) in conveying the impact of research to diverse stakeholders. His presentation resonated with the theme "It takes a village to raise a child," an African proverb highlighting the communal effort needed for nurturing and development.
In his presentation, Mr Shabangu emphasised that effective communication of research outcomes goes beyond sharing information; it is essential for securing funding, fostering collaboration and demonstrating the societal benefits of research. Just as a child’s upbringing involves many contributors, TTOs play a pivotal role in this collective mission, actively disseminating research impact to stakeholders, including policymakers, industry partners, investors and the public.
Mr Shabangu likened the role of TTOs to navigating a multicultural village, where complex research must be communicated to individuals with varied levels of understanding and backgrounds. He highlighted the need for tailored communication strategies that simplify complex ideas, ensuring that a broad audience can appreciate the broader implications of advanced technologies.
He further noted that adopting a forward-thinking approach and leveraging technologies such as artificial intelligence (AI) can position TTOs as global research and innovation management leaders. Customising communication strategies to the interests and backgrounds of different stakeholders helps ensure messages are effectively received.
Collaboration between TTOs and researchers is vital for successful communication. Building and maintaining trust in this partnership is essential for conveying research outcomes effectively. Mr Shabangu shared examples of the NWU’s innovative approaches, including news articles, digital platforms, IP awareness sessions, and the “Coffee Proffie” campaign, which have significantly improved outreach to various stakeholders.
Mr Shabangu highlighted that, much like the communal effort needed to raise a child, TTOs are essential in bridging the gap between academia and society. By addressing communication challenges, implementing strategic recommendations and prioritising effective outreach, TTOs are crucial in turning academic research into practical solutions that benefit society.
NWU TTIS: https://services.nwu.ac.za/technology-transfer-and-innovation-support/home
2024 SARIMA conference: https://conference.eventsair.com/QuickEventWebsitePortal/2024sarima/eve
Mr Ntiyiso Shabangu, specialist in technology transfer – NWU TTIS.
Mr Ntiyiso Shabangu, Ms Valerie Garises, Mr Abe Mathopa and Ms Mashudu Nxumalo.
