Research Audience Personas

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Research Lead: Angela BoodooJune 2015

Objectives

The University of Surrey is planning to develop a new central Research section of the main surrey.ac.uk website.

The objective of this new Research section is to consolidate all research-related information into a single-destination area to promote the work of the university, demonstrate impact and invite easy access for external collaborators and those considering working with the University.

A set of personas have been developed to illustrate the target audiences for this new research section.

Personas are a design research tool used to ensure that end user needs are considered in the design and build of digital project.

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Methodology

A series of face-to-face interviews were conducted with existing members of professional services and academic staff to gain insight to the key audiences and what their information needs and priorities are.

The seven personas are:

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GOALS

QUESTIONS

Piers

SVP at a global software development organisation

• Deliver a strategic project that positions the business as being at the forefront of innovation in this field

• Who are the experts and how do we work together?• What type of consultancy is available?• What evidence can I find that demonstrates Surrey’s

Research credibility?• How would a partnership arrangement work practically?• What facilities are available?• How can we practically implement project outcomes to

our own business timelines?

Large business

PROFILE

BEHAVIOURS

• Find & speak to an expert

• Evaluate the cost benefit of investing

• Align with strategic business objectives

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GOALS

QUESTIONS

Judith

Entrepreneur

• Seek the right partner organisation with the right knowledge & expertise to help me grow my business or change strategic direction

• Which department or individual should I speak to?• How would l apply the research output within the context

of my commercial business?• Would I be working directly with academics or other

professional staff members or third parties?• Where is the location and what facilities will I have access

to?

Small-medium enterprise

PROFILE

BEHAVIOURS

• Seek evidence as to how the organisation has helped others in my position and what the results were

• Look for recommendations from others in my industry

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GOALS

QUESTIONS

Louise

Group Head, UK Research Council

• Evaluate the financial suitability of investment; grant approval

• What is the University’s research strategy?• How many bids have been made vs successful

applications?• What governance and ethics frameworks are in place?• What funding arrangements are already in place? • Do amendments need to be considered to comply with

EU/international regulations?• What is the impact of the research output for successful

bids?• Who is the University already working with?

UK & International Funding bodies & charities

PROFILE

BEHAVIOURS

• Seek evidence of regulatory compliance

• Seek evidence of positive ROI from previously grants awarded

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GOALS

QUESTIONS

Maria

Postdoctoral Researcher

• Identify the right University to further my research career objectives

• Who will I be working with?• What is the selection process? • How is the department or group run? • What facilities will I have access to?• How successful is the University in securing funding in my

field? • How will I be supported? • What are the prospects for promotion? • How active/busy is the department?

Early Career Researchers [Post-doc & PhD)

PROFILE

BEHAVIOURS

• Look for current activities and outputs related to my subject specialism

• Seek individual experts who are currently active in my field of expertise

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GOALS

QUESTIONS

Felipe

Associate Professor (Reader)

• To find a department that will fit with my own professional academic reputation and enable me to lead others in my field

• How successful is the University in securing funding?• Who are the key individuals I will be working

with/leading? • What are the opportunities for cross-departmental

collaboration? • What are the prospects for promotion?• How active/busy is the department?• What scale of projects are undertaken?

Mid-Senior Career Researchers [Academic]

PROFILE

BEHAVIOURS

• Seek evidence of research impact and reputation excellence

• Seek evidence of a track record in successful funding awards

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GOALS

QUESTIONS

Elspeth

Professor & REF Panel Member

• Critical evaluation of the University’s research output

• What facts and evidence can I find to prove claims made by the University or individual academics?

• What evidence can I find to establish positive impact and advancement in critical thinking and outputs?

• What evidence is there of best practice? • Have other regulatory obligations been met?• What operational frameworks are in place that show

results aligned with the strategic vision for growth?

Peer organisations

PROFILE

BEHAVIOURS

• Seek evidence online• Establish facts and

evidence via established networks, individuals & panels

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GOALS

QUESTIONS

David

Account Director at The Times Higher Education (TES Global Ltd)

• Assessment of performance against a set of success criteria across research, teaching, grade results and student satisfaction

• How successful is the University in attracting high-quality students?

• What impact has the University made in research output?• What evidence is there of teaching quality? • What is the student employability rate? • How successful is the University in securing funding? • What are the top-performing subjects?

Ranking & Accreditation organisations

PROFILE

BEHAVIOURS

• Gather & publish information and evidence of meeting sector performance criteria