R (Rolien) Willmes, MSc

I am a researcher and lecturer in strategic communication, with a particular interest in how people make sense of complex issues and how these interpretations shape their decisions, behaviours, and interactions (and the other way round).

My work sits at the intersection of communication, behaviour, and meaning-making. Rather than treating behaviour as something that can be changed through information or persuasion, I seek to understand how people themselves define situations, construct problems, and make sense of their roles and responsibilities. These interpretations influence what they see as important, what actions they consider appropriate, and how they respond to communication and interventions.

In my research, I explore processes of meaning-making in domains such as agriculture, animal health, sustainability, and public health. I am particularly interested in how different stakeholders understand concepts such as health, risk, responsibility, and professional expertise, and how these understandings shape collaboration, decision-making, and change processes.

Alongside my academic work, I support organisations in analysing behavioural challenges and developing communication strategies. Here, the same principle applies: effective communication starts with understanding how people perceive the world around them. By connecting insights into meaning-making with behavioural science, I help translate complex social realities into practical strategies for engagement and change.

Ultimately, my work is driven by this question: how do people construct their reality, and what does that mean for communication, behaviour, and social change?