I-Corps: Commercializing Communication Science: Weather Disaster Messaging Systems

The I-CORPS proposal described here is designed to commercialize ongoing research focused on tailored messaging systems involving severe weather events. Success rates of messaging systems have yielded disappointing rates in previous events due to a “one size fits all” approach to broadcast strategies. Extant communication research has concluded that tailored messages have the best chance for influencing behavior and educating receivers (Kreuter, Farrell, Olevitch, & Brennan, 2009). Unfortunately, the commercialization of these research findings are slow in getting to the marketplace primarily due to the valley-of-death that exists on many university campuses where this type of research is being conducted. The I-CORPS project will serve to bridge the valley and provide entrepreneurial assistance in delivering innovative research to the marketplace.