Unlocking impact through collaborative research

An innovative ‘ROC roadmap’ has been developed to bridge the gap between researchers and their industry partners, a new study reveals.

24 April 2025•4 min read

Three people in a meeting with a flipchart.

An innovative ‘ROC roadmap’ has been developed to bridge the gap between researchers and their industry partners, a new study reveals.

The three-stage ‘Let’s ROC roadmap’ is designed to help collaborative projects between researchers and organisations in different sectors navigate the complexities of social transformation and impact-making. It draws on the researchers’ experiences from an ongoing partnership with an independent UK theatre company.

Publishing their findings in , the researchers set out a unique approach to relational work for impact-making that focuses on three factors:

Resourcefulness: Encouraging researchers to adopt a playful and purposeful mindset - reimagining possibilities and identifying alternative partners for long-term impact.
Obliquity: Recognising that the path to impact is often indirect, requiring flexibility and a willingness to adapt to changing circumstances.
Caring in Action: Highlighting the fundamental importance of care in fostering long-term transformative engagement with stakeholders.

In an uncertain world where societal needs and priorities are constantly shifting, the ability to create impactful long-term partnerships is more important than ever. Our work provides a valuable framework for navigating the complexities of relational engagement and maximising the impact of research in the real world.
Dr Pilar Rojas Gaviria, University �鶹��ѡ

The researchers argue that understanding how to make long-term partnerships between industry and academia is crucial as effective relational engagement can lead to innovative solutions, drive social progress, and ensure that research efforts are aligned with real-world needs.

Co-author Dr Pilar Rojas Gaviria, Associate Professor in Marketing, commented: “In an uncertain world where societal needs and priorities are constantly shifting, the ability to create impactful long-term partnerships is more important than ever. Our work provides a valuable framework for navigating the complexities of relational engagement and maximising the impact of research in the real world.

“It demonstrates that impact-making requires an open mindset, curiosity, and the capacity to imagine different configurations of partners. Without adopting this approach, we risk missing the ‘big picture’ - limiting the effectiveness of partnership activity and causing opportunities to be missed.”

The researchers note that in the context of academia, the 'relational engagement' approach, which involves academics collaborating with stakeholders for societal impact, is still developing, and its complexities are not fully understood. Their ‘ROC’ approach can be applied across sectors, and they are calling for further research on valuing impact-making in academia as well as better recognising its challenges.

Our study offers timely guidance for academics seeking to bridge the gap between theory and practice, fostering meaningful collaborations that contribute to positive social change.
Dr Pilar Rojas Gaviria, University �鶹��ѡ

These challenges include a lack of academic training, power imbalances, and the need for long-term commitment and emotional intelligence. The researchers’ ongoing work with an issue-based theatre company in London, for instance, highlights the challenges in establishing and maintaining equitable partnerships.

Dr Rojas Gaviria concluded: “In an era where academic research is increasingly expected to demonstrate tangible societal impact, our study offers a dynamic, experience-based roadmap with practical insights for researchers seeking to make a difference through relational engagement.

“Our study offers timely guidance for academics seeking to bridge the gap between theory and practice, fostering meaningful collaborations that contribute to positive social change.”

Notes for editors

For media inquiries please contact Ellie Hail, Communications Officer, University �鶹��ѡ on +44 (0)7966 311 409. Out-of-hours, please call +44 (0) 121 414 2772.
The University �鶹��ѡ is ranked amongst the world’s top 100 institutions. Its work brings people from across the world to Birmingham, including researchers, teachers and more than 8,000 international students from over 150 countries.
“Let’s ROC: A Dynamic Experience-Based Roadmap for Relational Engagement” – Pilar Rojas Gaviria et al. is published in The European Journal of Marketing.

Featured staff

Dr Pilar Rojas Gaviria
Associate Professor in Marketing
Pilar Rojas Gaviria's research innovates and draws on qualitative methods, including arts-based approache such as poetising and dance, which enrich critical discovery, unlearning, collaboration, and storytelling.
Phone: +44 (0)121 414 2992
Email: p.rojasgaviria@bham.ac.uk

�鶹��ѡ