Understanding Engagement, Marketing, and Motivation to Benefit Recruitment and Retention in Citizen Science

Adam G. Hart; David Adcock; Matthew Barr; Stuart Church; Tamara Clegg; Samuel Copland; Kris De Meyer; Ria Dunkley; Rachel Mary Pateman; Ralph Underhill; Kayleigh Wyles; Michael J.O. Pocock

doi:10.5334/cstp.436

Understanding Engagement, Marketing, and Motivation to Benefit Recruitment and Retention in Citizen Science

Adam G. Hart, David Adcock, Matthew Barr, Stuart Church, Tamara Clegg, Samuel Copland, Kris De Meyer, Ria Dunkley, Rachel Mary Pateman, Ralph Underhill, Kayleigh Wyles, Michael J.O. Pocock

Stockholm Environment Institute at York

Research output: Contribution to journal › Article › peer-review

Abstract

In November 2020, a meeting was held to explore what citizen science practitioners can gain from understanding engagement, marketing, and volunteer motivations in order to benefit recruitment and retention in environmental citizen science. This report summarises the lessons learned from considering the role of people as participants within citizen science; although we note that this is only one and, for some, a contested view of participants. Marketing and motivation studies highlighted the importance of knowing more about participants. Framing and user experience experts showed how to convert knowledge into tailored approaches that enhance engagement and retention. Other fields, including the world of commerce, have potential lessons for citizen science practitioners, especially those involved in top-down, mass participatory projects that require high levels of engagement.

Original language	English
Article number	5
Number of pages	9
Journal	Citizen Science: Theory and Practice
Volume	7
Issue number	1
DOIs	https://doi.org/10.5334/cstp.436
Publication status	Published - 24 Feb 2022

Bibliographical note

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10.5334/cstp.436Licence: CC BY

Understanding Engagement, Marketing, and Motivation to Benefit Recruitment and Retention in Citizen Science
© 2022 The Author(s)
Final published version, 1.05 MBLicence: CC BY

Cite this

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AU - Barr, Matthew

AU - Church, Stuart

AU - Clegg, Tamara

AU - Copland, Samuel

AU - De Meyer, Kris

AU - Dunkley, Ria

AU - Pateman, Rachel Mary

AU - Underhill, Ralph

AU - Wyles, Kayleigh

AU - Pocock, Michael J.O.

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