The aim of any research or development activity is to acquire benefit. There are many potential pitfalls preventing correct targeting of effort into the most beneficial areas or preventing full implementation of a proven idea. Some suggestions are presented, on the basis of practical experience in North West Water Authority, on how to achieve the value potentially available from a successful research investigation. In particular, the importance of active communication through reports, newsletters and seminars; stimulating demand through identifying key sites and carrying out on-site demonstrations; and providing adequate resources to enable take-up.

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