Head of the Science Communication Research Group, Technion - Israel Institute of Technology My areas of interest are finding evidence for the usefulness of science education for non-scientists, identifying non-scientist’s interests and needs in science and building on these authentic interests to communicate science in more meaningful and personally relevant ways. As practitioners and scholars we could better merge our understandings of supporting scientists' in communicating their science effectively, focusing on developing learning goals and measurements for the outcomes of science communication trainings.