Derrick, a senior lecturer in higher education at Lancaster University, talks with Bob about what research grimpact is, when and why it occurs, why it’s so difficult for researchers to imagine, and why the drive for impact in research actually fuels grimpact.

Stefan Byrd-Krueger: Measuring the Impact of Your Content

We hear it all the time: "Listen to the science!” So why aren't more people paying attention — and what can we do about it? On Science+Story, we talk with leading scientists, researchers and communicators on how they get the world to listen to them — and how we can all better spread what science wants to us to know.