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

Hart, Adam G ORCID: 0000-0002-4795-9986, Adcock, David, Barr, Matt, Church, Stuart, Clegg, Tamara, Copland, Samuel ORCID: 0000-0002-7469-8320, De Meyer, Kris, Dunkley, Ria, Pateman, Rachel M, Underhill, Ralph, Wyles, Kayleigh and Pocock, Michael J (2022) Understanding Engagement, Marketing, and Motivation to Benefit Recruitment and Retention in Citizen Science. Citizen Science: Theory and Practice, 7 (1). pp. 1-9. doi:10.5334/cstp.436

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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.

Item Type: Article
Article Type: Article
Uncontrolled Keywords: Engagement; Motivation; Participation; Retention; Ecology
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing
Q Science > Q Science (General)
Divisions: Schools and Research Institutes > School of Natural & Social Sciences > Environmental Sciences
Research Priority Areas: Place, Environment and Community
Depositing User: Rhiannon Goodland
Date Deposited: 03 Mar 2022 09:34
Last Modified: 03 Mar 2022 09:45
URI: https://eprints.glos.ac.uk/id/eprint/10793

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