How do innovative ideas move from research reports to real-world impact?
In the EU-funded MEASURED project, this crucial task lies with WP7 – Dissemination and Communication. At the helm is Manuela Guiducci, EU Communication Consultant at PNO Innovation Italy, who ensures that the project’s breakthroughs don’t remain confined to technical deliverables but instead reach stakeholders, markets, and society at large.
In this interview, Manuela shares how WP7 connects MEASURED’s technical and strategic developments with effective communication, stakeholder engagement, and market validation – turning innovation into impact.
Discover more by reading her interview!
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Can you briefly introduce yourself and your role in the MEASURED project?
My name is Manuela Guiducci, EU Communication Consultant at PNO Innovation Italy and Dissemination Manager for MEASURED, where I also serve as the main contact for WP7. Through my work in this work package, I ensure that MEASURED not only exists within project reports and review meetings but also thrives and makes an impact in the real world.
Could you provide an overview of your work package’s objectives, its importance within the MEASURED project, and the key goals, targets, or milestones you aim to achieve?
My role is to give the innovations emerging from MEASURED a voice, a route, and a life beyond the project, ensuring that its outcomes reach relevant stakeholders and create long-term impact. This WP supports visibility, knowledge sharing, and stakeholder engagement.
What are the key achievements of your work package so far, and what are the next steps moving forward?
As part of my role within MEASURED, PNO Innovation Italy provides specialized services in communication, dissemination, and stakeholder engagement. The main objectives of this Work Package include designing and continuously updating the project’s Communication & Dissemination Strategy, as well as organizing stakeholder engagement initiatives and thematic webinars. A key milestone in this work was the delivery of D7.5 – D&C Plan Set-up and Updates 2, which provided a comprehensive overview and description of the dissemination and communication strategy, target groups, and D&C activities carried out up to December 2024, along with those planned until the end of the project.
How did you collaborate with other work packages? What has been the impact of this collaboration?
WP7 is the most collaborative work package within the MEASURED project, working hand in hand with all other WPs to ensure that communication and dissemination are fully aligned with the project’s technical and strategic developments. As the hub for these horizontal services, WP7 plays a vital role in amplifying project results, engaging stakeholders, and unlocking the market potential of MEASURED innovations. Currently, I am working closely with WP6 – coordinated by MODELTA – on a series of webinars, the first taking place on September 26, during which we will take a practical look at membrane modeling with Aspen Custom Modeler (ACM), focusing on how to build and optimize a steady-state counter-current plug flow membrane model from the ground up. By combining targeted dissemination and strategic communication, WP7 ensures that MEASURED results extend beyond reports and reviews, reaching stakeholders and laying the groundwork for real market uptake.
Is there anything else you would like to share about your work package or the MEASURED project in general?
Membrane technologies are moving from the margins to the mainstream. Long valued for their efficiency in separation processes, they are now becoming central to how industries approach resource recovery, emissions reduction, and system optimization. The MEASURED project is part of this momentum. Focused on three promising technologies – Pervaporation (PV), Membrane Distillation (MD), and Gas Separation (GS) – it brings together materials science and industrial needs. The goal: to enable membrane-based systems that are more adaptable, more sustainable, and more commercially viable. PNO Innovation’s Strategic Innovation Service Team leads MEASURED’s Dissemination and Communication work package. But the focus is not just on visibility – it is on market validation, stakeholder alignment, and identifying real entry points for membrane innovation.
