"We translate complex science into terms the non-scientist can understand and relate to."
Chris Atack, Atack Associates

Would you like to read about research into:

Thoughts on writing research for a lay audience:

All too many people think of researchers as alien beings in white coats, doing strange, things in laboratories far, far away. What they do is incomprehensible, bizarre - and totally irrelevant to "real life."

Not true!

And it's a perception that needs to be aggressively challenged. Research is an investment in our collective future. It deserves to be supported -- as most people would agree if they understood it properly.

But science is complex, a discipline with its own language - and not all scientists have the time, patience or skill to "translate" their complex work into terms non-scientists can grasp.

We can help! We use straightforward language to tell readers what researchers are doing, what the payoff may be, and why it's important.

First, we interview the scientists, so we're sure we understand the nature of their research and how it fits into the large picture. Then, we write about their work, and get their feedback. Getting it just right may take several drafts, but the effort is well worth while.

When researchers are happy with what is said, and the public can understand the resulting story - then we have succeeded.