When Communicating Technology Transfer's Impact, Storytelling Gives Metrics Meaning 

Ellen MacKay, MEd, RTTP
AUTM Board Member
Director, Innovation Development
Lakehead University


Why is technology transfer important? As we prepare for another AUTM Canadian Region Meeting, I’ve noticed that this theme comes up repeatedly in the Meeting agenda, and I have been trying to determine the answer I would give if someone asked me that question.
 
How can we best communicate the work that we do? How do we showcase our value? And how do we do this within our own AUTM community, and outside of it?

Since we could probably all agree on the benefits of properly communicating our impact, perhaps we should be asking ourselves: If we’ve been doing such a good job of doing that, why does it seem like the government and other stakeholders aren’t getting the message?
 
One could argue that the only meaningful way to show tech transfer’s impact is through a narrative approach, because using only metrics to define impact doesn’t tell the full story. On the other hand, certain stakeholders are more likely to value numbers as being more objective and more useful for tracking changes over time. In any case, tech transfer offices are still mandated to track and report metrics, and we need to do a better job of communicating our impact in general—using both narrative and objective approaches.

AUTM communicates impact by publishing reports, papers and articles that provide insights into metrics and best practices. These cover topics such as measuring the economic impact of university research, assessing the effectiveness of offices, and benchmarking technology transfer performance across institutions. Data collecting, benchmarking and quantifying success certainly have a place in demonstrating impact. Speaking of which—don’t forget to complete the 2023 AUTM Licensing Survey by April 19! Although I am acutely aware that many of us feel constantly bombarded with requests for metrics, it can be helpful to remind ourselves why they really are important.

But metrics aren’t everything. One main theme that emerged from Lakehead’s recent designation as an  Innovation and Economic Prosperity University is that sometimes communicating impact is best done via storytelling on social media and should be embraced in more meaningful ways by universities. In a similar narrative approach, AUTM’s Better World Project showcases success stories where academic research has led to the development of new products, technologies and therapies that have positively impacted various industries and communities, demonstrating the value of technology transfer and the importance of supporting innovation in academia. Some Better World Project stories include metrics—such as products sold or patients treated—but it’s the stories themselves that give those metrics meaning.

I believe that, although it may add more work to our already overflowing desks, a mixed methods approach that includes both numerical metrics and narrative storytelling is essential for capturing and analyzing the impact of technology transfer activities and showcasing how Canadians are driving economic growth, fostering innovation and addressing societal challenges.
 
As I reflect on these questions, it strikes me that there is more work to do in communicating the power and the value of the work that we do. And the more that we do this as a collective, the stronger our messages will be. See you in Toronto!