Who doesn’t love a Dragon’s Den-style pitch? On 4 December, the University of Bristol Business School’s Research Team hosted an exciting event where academics presented their innovative research projects aimed at engaging with companies and organisations in Bristol and beyond.
With the promise of a £2,000 grant for the most compelling ideas, researchers showcased projects that bridged the gap between academia and industry. The event was a fantastic opportunity to see how research can make a real-world impact, and we’re thrilled to share the winning pitches that emerged from the day.
Here’s a recap of the four winning pitches that impressed the jury and captured the spirit of research engagement:
1. Reframing Mountain Biking: Shaping the Future of the Sport
By Dr Fiona Spotswood
Dr Fiona Spotswood’s research into mountain biking uncovered a striking gender disparity in the sport, which, despite its growing popularity, remains largely male-dominated. Through her work with the FIAS project, Fiona aims to create a more inclusive culture within mountain biking by focusing on the power of media and marketing. Her research suggests that diverse representation and empowering women to share their stories will play a crucial role in breaking down barriers and encouraging greater participation.
To engage both industry and local communities, Fiona proposed a collaborative one-day event in March 2025, which will include panel discussions and workshops on the politics of mountain biking, trail building, and advocacy. The event will also take participants out on the trails in Bristol with Ride Bristol Trail Association and local grassroots groups. With confirmed sponsorship from Patagonia and Rapha, Fiona aims to raise £4,000 from delegate fees and corporate sponsorships.
2. Transformative and Inclusive Language in Marketing
By Dr Samantha Ford
Dr Samantha Ford’s pitch focused on the role of language in marketing and its potential to drive societal change, particularly in terms of equality, diversity, and inclusion (EDI). Her research explores how language not only reflects societal norms but actively shapes them. With marketing campaigns holding the power to transform perceptions, Samantha highlighted the lack of linguistic perspectives in current research.
Her proposed event on 6th February 2025, 4-6pm, in the Victoria Rooms G.16 at the University of Bristol, would bring together marketing professionals, researchers, and other stakeholders for a panel discussion and group workshops on inclusive language. The event would also offer networking opportunities and feature multimedia outputs, such as podcasts and videos, to maximise its impact. Samantha’s project aims to challenge marketing professionals to rethink their strategies and use language to build more inclusive societies. Further details about the event will be released soon.
3. Merger & Acquisition Consultancy Awards
By Dr Roman Barwinski
Mergers and acquisitions (M&A) are fraught with challenges, and often the focus is on failed mergers or there is no time to celebrate great deals. Dr Roman Barwinski’s proposal is focused on celebrating and learning from the most successful deals. By creating the M&A Consultancy Awards, Roman aims to encourage companies to learn from these best practices for more successful and sustainable mergers.
Roman’s pitch focused on expanding the awards to include qualitative evaluations, on-site visits, and interviews with nominees. The awards would also serve as a platform for sharing best practices through various media. With the support of the Bundesverband Mergers & Acquisitions gem. e.V., this initiative will reach thousands of managers and firms, providing valuable data for research on consultancy practices.
4. Virtual Exhibition on The Lived Experience with Ultra-Processed Foods
By Dr Fiorella Picchioni
Dr Fiorella Picchioni proposed an engaging and interdisciplinary research project focused on ultra-processed foods (UPFs) and their impact on global health. UPFs are increasingly recognised as a major public health issue, and Fiorella’s research aims to engage communities, particularly youth, in meaningful discussions about the consequences of consuming these foods.
Her proposal includes a virtual exhibition that will feature insights from adolescents in Northern Ghana, sharing their lived experiences with UPFs. The event, planned for September/October 2025, will showcase the physical exhibition in Tamale in June 2025, panel discussions, and interactive sessions. Fiorella’s project seeks to raise awareness, elevate youth voices, learn from experiences in the Global South and foster community engagement around this global health concern.
Research engagement and collaboration
This event not only highlighted the innovative research projects being conducted at the University of Bristol Business School, but also underscored the importance of fostering collaboration between academia, industry, and the wider community. Congratulations to all the winning academics for their thought-provoking and impactful proposals! With their projects receiving vital funding and support, we can look forward to exciting developments in these fields in the coming years.