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

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

Year of Publication
2022
Journal
Citizen Science: Theory and Practice
Volume
7
Number of Pages
5
Date Published
feb
ISSN Number
2057-4991
URL
DOI
10.5334/cstp.436
Research themes