Citizen Science Strategy Understanding motivations

1

Citizen Science StrategyUnderstanding motivations

w w w . i n s t i n c t a n d r e a s o n . c o m

July 2016

Document information

2

Office of Environment and HeritagePrepared for

Jo White, Erin RogersClient contact

instinct and reasonPrepared by

David Donnelly, Fiona McLean, Jarod WoodcockResearch consultants

July 2016Date

J2329Reference #

Contents

3

SECTION 1 Background, objectives and approach

SECTION 2 Executive summary

SECTION 3 Awareness of Citizen Science

SECTION 4 Attitudes to the environment and to science

SECTION 5 Consideration of Citizen Science

SECTION 6 Media use

SECTION 7 Choice model – Hypothetical Citizen Science projects

11Background, objectives & approach

Background

5

Citizen science is scientific work undertaken by members of the general public, often in collaboration with or under the direction of professional scientists and scientific institutions.

Citizen science is growing rapidly in Australia and globally, and presents valuable opportunities to engage with the community. Despite the potential, there are challenges to make sure the information generated from citizen science is robust, can be readily captured and stored, and can produce meaningful results to support decision-making. OEH’s objective is to make sure that all citizen science undertaken or commissioned across OEH meets consistent standards and generates information that will be used by OEH to support decision-making.

There are currently a number of citizen science projects in OEH, including successful projects in National Parks and Wildlife Service (NPWS) and other areas of OEH. The Citizen Science Strategy will build on this existing knowledge and capacity to grow citizen science projects in OEH.

Background

Science position statement

OEH supports citizen science as an exciting and innovative way to improve the scope and quality of information about the environment of New South Wales and to better engage and partner with the community. OEH is also part of a wider New South Wales, Australian and global community working in this field, and supports and collaborates with projects and initiatives of mutual benefit

Research Purpose

Research Objectives

Objectives

To better understand the motivations, behaviours and experiences surrounding citizen science and what direction the OEH needs to take to make the strategy more relevant to the desired targets and potential citizen scientists across NSW.

6

Understand the barriers which may prevent participation in Office of Environment & Heritage’scitizen science strategy,

Understand the attributes that make for a ‘good’ citizen science experience

Understand the complementary activities that make for a ‘good’ citizen science experience

Understand the level of awareness of citizen science amongst the community,

Assess current perceptions of citizen scienceback

Develop a profile of potential citizen scientists covering demographics, attitudes, values and behaviour

Determine interest in different types of citizen science experiences

Identify attitudes to length of involvement, diversity of citizen science program, types of program, targets related to Office of Environment & Heritage’s citizen science experiences.

Segment the community in terms of the varying degree of interest in citizen science

Identify product and experience gaps/opportunities

Overview of the research approach‘Market sensing’

7

Planning meeting

• Confirm the research design

• Review of available information

• 4 rapid appraisal interviews

Focus groups and IDIs, online forums

• 9 focus groups with community

• Some with volunteering mind sets and some without

• Some with an interest in citizen science and some without

• Series of in-depth interviews with citizen scientists

Survey and choice model

• 430 community members to size the market

• plus booster sample of 50 scientists / teachers

• Testing hypothetical bundles of initiatives

• ‘what if tool’ that predicts likely uptake

Strategy development

• Strategy development session –segmentation –engagement propositions -channels

• Including training on the decision support ‘tool’

Exploration Validation

The study involved an online survey with a representative sample of 430 of the NSW adult population based on gender, age and geography.

The sample was sourced from Australia’s largest online panel – SSI – which is a research only online panel

More details on survey methodology

8

The survey lasted 15 minutes and was conducted online and included standard survey questions and a marketing experiment using discrete choice modelling

The study was conducted between 20th and 26th June 2016

Sample profileRaw data

9

Age N= %

Total Sample 430 100

18-24 46 11

25-34 95 22

35-44 74 17

45-54 57 13

55-64 86 20

65-74 58 13

75 and older 14 3

Gender N= %


Male 182 42

Female 248 58

Highest education completed N= %


No formal schooling 0 0

Primary school 2 0

Some secondary school 35 8

Competed secondary school 77 18

Trade or technical qualification 98 23

University diploma or degree 157 37

Post graduate 58 13

Other 3 1

Main household residence N= %


Sydney 302 7 0

Newcastle 45 10

Wollongong 24 6

Northern NSW 25 6

Southern NSW 20 5

Western NSW (West of the Dividing range) 14 3

Sample profile (2)Raw data

10

Household structure N= %


Single under 30 years 32 7

Single 30 years and over 71 17

Share accommodation 28 7

Couple without children 107 98

Family with most children under 16 years 98 23

Family with most children 16 years and over 58 13

Other (please specify) 28 7

Prefer not to say 8 2

Main language in household N= %


English 396 92

Italian 2 0

Spanish 2 0

Chinese/Mandarin/Cantonese 9 2

Arabic 1 0

Greek 1 0

Vietnamese 2 0

Filipino 1 0


Sample profile (3)Raw data

11

Occupation and position N= %


Manager or administrative 49 11

Professional 37 9

Para-professional 16 4

Tradesperson 6 1

Clerical/secretarial 40 9

Sales rep/store salesperson/personal services 29 7

Machine operator/driver 1 0

Labourer/store person/unskilled 11 3

Unemployed 32 7

Home duties/student 50 12

Small business owner/partner 11 3

Teachers/ Retired teachers 55 13

Scientist/ Retired scientist 7 2Retired (not retired teachers nor retired

scientist) 57 13



Dwelling type N= %


Freestanding home or house 280 65

Duplex/semi-detached/terrace where the buildings shares walls 41 10

Flat/Unit/Townhouse 103 24


Living Situation N= %


I live in a house that I own 231 54

I live in an apartment that I own 34 8

I live in a house that I rent 80 19

I live in an apartment that I rent 45 10



12Executive summary

Executive Summary Awareness of Citizen Science

13

Almost three quarters of the people surveyed (72%) could not name any

organisations that allow Citizen Science. Among those who could, the

CSIRO is the most common (8%) followed by Greenpeace (4%).

When prompted, two in five people believe not-for-profits (NFPs) need

volunteers (42%). Professionals tend to be more likely than non-

professionals to see a need for volunteers in organisations such as

NFPs, Universities, Landcare Australia, Museums and Gardens.

A sizable proportion of those surveyed have never had interactions with the listed organisations (43%). The most

commonly cited organisations include universities (16%), followed by local

councils (13%), NFPs (12%), and private companies (12%).

The most popular organisations people would volunteer for include

NFPs (28% definitely), zoos (27%), the CSIRO (27%) and universities (27%). The least popular organisations are private companies (40% definitely

not).

Executive Summary Associations with Citizen Science

14

The top three associations with the term citizen science are: that it is “a small thing

that might make a big difference” (72%), it’s about “community spirit” (71%) and

“curiosity”(70%). The top associations among non-professionals are similar to the

professionals.

However a sizable number in the community associate the term with “quirky, eccentric” (33%), “for the socially challenged” (30%) ,

“no idea what it means” (19%) and “outdated” (15%).

The word “citizen” makes people think of being part of a community (47%).

Professionals are more likely than non-professionals to think of ethical and moral

associations (53% compared to 27%).

Executive SummaryAttitudes to the environment and to science

15

Most professionals agree “It’s great to work with others to get an outcome that matters” (93% nett agree) while three in four non-professionals agree

“It’s important to acknowledge people who volunteer” (77% net

agree).

Overall, four in five agree that “Science plays a role in making a

better world” and “It’s important to acknowledge people who volunteer”

(79%).

A majority of people surveyed (44%) believe they have moderate

knowledge of science in general while only 9% say they are very

knowledgeable. Professionals are more likely than non-professionals to say they have moderate knowledge

(56% compared to 42%).

Professionals tend to be more likely than non-professionals to agree the world’s climate is changing (84% vs

68%).

The majority of people surveyed believe that the world’s climate is

changing (70%). Professionals tend to be more likely than non-professionals

to agree the world’s climate is changing (84% vs 68%).

While around 1 in 2 people surveyed (48%) believe climate change is

caused by both human activities and the natural environment, 68% of

professionals believe this to be the cause compared to 46% of non-

professionals.

Executive summaryConsideration of citizen science

16

(1) Almost four in five people surveyed (78%) said “Knowing what I have to do” influences their decision to volunteer for

Citizen Science.

(2) Being passionate about a topic and being taught to use

the technology is a key influence for 72% .

(3) Knowing it could be done from home and being kept up to date with the projects progress

are influential with 71%.

(4) A majority of people surveyed said they may consider

taking part in citizen science (with 30% yes definitely and

47% maybe). A higher proportion of professionals said they would definitely consider taking part in citizen science

compared to non-professionals (40% compared to 28%).

(5) People are not likely to recommend taking part in

citizen science to a friend (47% rated their likelihood 1-6). This

was lower in professionals however even these are more likely to be passives (rate their

likelihood 7-8) rather than active promoters .

(6) The most popular types of projects people would volunteer

for include those that would help iconic species survive (38%

definitely) and those on threatened species (38%). The

project with the least amount of interest is for domestic cat

monitoring using tracking (35% said definitely not).

After explaining what is was - just under half of those surveyed (45%) said they would likely consider volunteering in Citizen Science in the next 12 months. Professionals are more likely than non-professionals

to consider (54% compared to 43%).

Executive summaryMedia use

17

(1) The most common reason for being likely to participate in Citizen

Science is because it sounds interesting (27%). Professionals tend to be more likely than non-

professionals to cite environmental concerns (18% compared to 5%).

(2) The most common reason for being unlikely to participate in

Citizen Science is because people have no time or are busy (45%). Professionals tend to be more

likely than non-professionals to say this (56% compared to 43%).

(3) The most preferred sources of information for finding out about Citizen Science projects are email alerts (62%), followed by internet sites (62%) and paper newsletters

posted in the mail (54%).

(4) The most frequently visited websites are Facebook (75% regularly), online newspaper

articles (59%) and YouTube (56%). Over half of those surveyed have

never visited Flickr (52%).

Key summary of choice model resultsInfluences of interest in Citizen Science project

18

At a basic level, a Citizen Science project that has minimal benefits

and fewer attractive elements would appeal to about one in five

of those surveyed.

Even with few benefits and attractive elements interest in

helping out with threatened plants and animals (21% interested),

reviewing scientific material (21%) and helping out with school Citizen

Science projects (17%) remained appealing to about one in five of

those surveyed.

By tailoring a Citizen Science project to include more appealing features and preferred timings, greater levels of interest can be achieved (e.g. taking regular measurements in a local place

would be considered by 81% as long as it required less than 5 minutes each day for a period of a month). To achieve this level of

appeal, many of the attributes tested need to be enhanced to levels that may not be feasible for some projects. However, this does illustrate

that there is a high level of interest in participating in Citizen Science among those

surveyed, albeit under certain conditions.

The project time scale (15%), time commitment (15%) and type of

activity (11%) are the three most powerful drivers of appeal when

considering citizen science projects.

13Awareness of Citizen Science

Key Summary Awareness of Citizen Science

20

Almost three quarters of the people surveyed (72%) could not name any

organisations that allow Citizen Science. Among those who could, the

CSIRO is the most common (8%) followed by Greenpeace (4%).

When prompted, about two in five people believe not-for-profits (NFPs) need volunteers (42%). Professionals

tend to be more likely than non-professionals to see a need for

volunteers in organisations such as NFPs, Universities, Landcare Australia,

Museums and Gardens.

A sizable proportion of those surveyed have never had interactions with the listed organisations (43%). The most

commonly cited organisations include universities (16%), followed by local

councils (13%), NFPs (12%), and private companies (12%).

The most popular organisations people would volunteer for include

NFPs (28% definitely), zoos (27%), the CSIRO (27%) and universities (27%). The least popular organisations are private companies (40% definitely

not).

Unprompted awarenessOrganisations which allow people to volunteer

B1. Which organisations can you think of which allow everyday people to volunteer to work with professional scientists to collect, enter or analyse sightings or data relating to the natural world?

Base: Total sample (n=430), Professional (n=66), Non-professionals (n=364)

OrganisationTotal

%Professionals

%

Non-professionals

%

CSIRO 8 9 8

Greenpeace 4 4 4

WWF 2 1 2

Salvation Army 2 2 2

Red Cross 2 0 2

Marine NFI 1 3 1

Unicef 1 0 1

Cancer Council 1 0 1

RSPCA 1 1 1

Don’t know 72 74 72

Note: Top 10 mentions shown

Almost one in three people surveyed (72%) could not name any organisations that allow everyday people to participate in Citizen Science. For those who could, the CSIRO is the most common (8%) followed by Greenpeace (4%).

30

2

12

13

15

18

16

18

22

25

25

26

31

32

36

40

22

9

13

12

15

24

20

24

19

34

33

32

42

43

54

29

2

12

13

14

17

17

18

23

24

26

27

31

34

37

42

Don’t know

None of the these

Private companies

Department of Primary Industry

Commonwealth Agency – Biosecurity Australia

Commonwealth agency - Department of Agriculture

Gardens

Local Land Service

State Gov agencies such as OEH or EPA

Local Councils

Museums

Zoos

CSIRO

Landcare Australia

Universities

Not-for-profit groups (WWF, Birding Australia etc)

Total sample

Professional

The rest

Prompted awarenessOrganisations seeking help for scientific research

22

B2. Which of these organisations want volunteers to work with professional scientists to collect, enter or analyse sightings or data relating to the natural world?


About two in five people believe not-for-profits (NFPs) need volunteers (42%). Professionals tend to be more likely than non-professionals to see a need for volunteers in organisations such as NFPs, Universities, Landcare Australia, Museums and Gardens.

11

42

3

3

3

4

6

7

7

7

9

10

12

12

13

17

1

51

2

3

3

3

12

9

7

2

5

4

7

9

11

14

9

43

3

3

3

4

7

7

7

7

8

9

12

12

13

16

Don’t know

None of the these




Local Land Service

Gardens

Zoos

Landcare Australia


Museums

CSIRO

Private companies


Local Councils

Universities

Total sample

Professional

The rest

Organisations people have interacted withIn some way in the past

23

B3. Which of these organisations have you ever personally had interactions with as a volunteer, employee or some other way?


43% of those surveyed have never had interactions with the listed organisations (43%). The most commonly cited organisations include universities (16%), followed by local councils (13%), NFPs (12%), and private companies (12%).

Organisations they would consider volunteering forAs a citizen scientist

24

QA12a. Have you ever visited a New South Wales national park?Base: Total those who have not visited a local or non-local national park in the last 12 months (n=1039); Sydney (n=361);

Newcastle (n=97); Wollongong (n=50); North Coast (n=43); South Coast (n=21)*; West NSW (n=29)*; ACT (n=83); Brisbane (n=135); SE Queensland (n=39); Melbourne (n=129); Rest of Victoria (n=52).

40

33

35

35

28

25

29

30

23

21

24

23

19

21

49

54

52

51

56

57

51

50

53

54

49

50

53

51

11

13

13

14

16

18

19

19

23

25

27

27

27

28

Private companies




Local Land Service

Landcare Australia

Local Councils

State Gov agencies like OEH or EPA

Gardens

Museums

Universities

CSIRO

Zoos


Definitely not Perhaps Definitely

B4. And which of these organisations would you consider volunteering with to work with professional scientists to collect, enter or analyse sightings or data relating to the natural world?

Base: Total sample (n=430)

The most popular organisations those surveyed would volunteer for include NFPs (28% definitely), zoos (27%), the CSIRO (27%) and universities (27%). The least popular organisations are private companies (40% definitely not).

Organisations they would consider volunteering for Science professionals only

25




Base: Professional (n=66)

30

30

31

34

15

26

19

18

27

17

15

19

18

17

63

63

60

55

70

54

60

61

50

60

59

53

52

52

6

8

9

11

15

20

21

22

23

23

26

28

30

31



Private companies


Local Land Service


Local Councils

CSIRO

Museums

Landcare Australia

Universities


Zoos

Gardens


The most popular organisations professionals said they would consider volunteering for include gardens (31% definitely), followed by zoos (30%), NFPs (28%) and universities (26%). The least popular organisations include Commonwealth agencies, private companies and the Dept. of Primary Industry (30-34% definitely not).

Organisations they would consider volunteering forNon-professionals only

26




Base: Non-professionals (n=364)

41

33

35

36

31

26

31

31

25

20

19

25

24

21

47

54

51

49

53

57

50

50

54

54

54

48

48

51

12

13

14

15

16

17

19

19

22

26

27

27

28

28

Private companies




Local Land Service

Landcare Australia

Local Councils


Gardens

Museums

Zoos

Universities

CSIRO



The most popular organisations non-professionals said they would consider volunteering for include NFPs (28% definitely), the CSIRO (28%), universities (27%), zoos (27%) and museums (26%). The least popular are private companies (41% definitely not).

14Attitudes to the environment and to science

Key Summary Attitudes to science

28

Four in five agree that “Science plays a role in making a better world” and “It’s

important to acknowledge people who volunteer” (79%).

The majority of people surveyed believe that the world’s climate is changing (70%). Professionals tend to be more likely than

non-professionals to agree the world’s climate is changing (84% vs 68%).

While around 1 in 2 people surveyed (48%) believe climate change is caused by both

human activities and the natural environment, 68% of professionals believe this to be the cause compared to 46% of

non-professionals.

Just under half (44%) believe they have moderate levels of knowledge of science in

general while only 9% say they are very knowledgeable. Professionals are more likely than non-professionals to say they

have moderate knowledge (56% compared to 42%).

Attitudes to environment and scienceTotal sample

29



5

5

3

3

3

3

4

3

4

3

3

3

28

10

4

5

5

5

4

3

3

3

2

3

29

33

25

22

23

21

20

22

17

17

16

15

38

52

68

69

69

71

72

72

77

77

79

80

There is not a lot of respect for science these days

Science is almost the new religion, it’s about the search for universal …

For me helping scientists would be about getting some knowledge

I’d love to be part of a science project that makes a difference

For me, getting involved helping scientists would be about learning…

I love to know the answers to things, even if there's no obvious benefit

Playing a personal role in helping science make a difference would be…

Discovering and embracing different aspects of our world is…

Science crosses national boundaries, it’s universal

It’s great to work with others to get an outcome that matters

It’s important to acknowledge people who volunteer

Science plays a role in making a better world

Not sure Net Disagree Neutral Net Agree

C1. How strongly do you personally agree or disagree with the following statements?Base: Total sample (n=430)

Four in five agreed with the statement “Science plays a role in making a better world” (80% net agree) and “It’s important to acknowledge people who volunteer” (79%). The statement that received the least amount of support from those surveyed was “There is not a lot of respect for science these days” (28% net disagree).

Attitudes to environment and scienceProfessionals

30



C1. How strongly do you personally agree or disagree with the following statements?Base: Professional (n=66)

3

3

2

2

2

2

2

2

2

3

2

2

35

10

3

1

3

1

0

0

2

0

2

0

33

37

18

18

16

16

16

13

11

9

5

5

29

50

78

79

79

81

82

85

86

88

92

93


Science is almost the new religion, it’s about the search for …




Playing a personal role in helping science make a difference would…

I love to know the answers to things, even if there's no obvious…







Most professionals agreed with the statement “It’s great to work with others to get an outcome that matters” (93% net agree) and “Science plays a role in making a better world” (92%). The least amount of support was received by the statement “There is not a lot of respect for science these days” (35% net disagree).

Attitudes to environment and scienceNon-professionals

31



C1. How strongly do you personally agree or disagree with the following statements?Base: Non-professionals (n=364)

6

5

4

4

3

4

3

4

4

4

4

3

26

10

5

6

5

6

3

4

3

3

3

2

29

33

26

23

24

22

24

21

19

19

16

17

39

52

65

68

68

69

70

71

74

75

77

77


Science is almost the new religion, it’s about the search for …




I love to know the answers to things, even if there's no obvious…


Playing a personal role in helping science make a difference would…






The highest ranking statements among non-professionals were “It’s important to acknowledge people who volunteer” (77% net agree) and “Science plays a role in making a better world” (77%). The statement that received the least support was “There is not a lot of respect for science these days” (26% net disagree).

68%

17%

15%

Non-professionals

84%

7%9%

Professionals

Belief in global warming and climate change

32

C2. There has been a lot of discussion in the community about global warming and climate change. Do you personally believe that the world’s climate is changing?


70%

16%

14%

Total sample

Yes No Don't know/Not sure

The majority of people surveyed believe that the world’s climate is changing (70%). Professionals tend to be more likely than non-professionals to agree the world’s climate is changing (84% vs 68%).

46%

10%

43%

1%

Non-professionals

61%

2%

35%

2%

Professionals

Causes of climate change

33

C3. Would you say that climate change is …Base: Answered Yes in C2 - Total sample (n=430), Professional (n=66), Non-professionals (n=364)

48%

9%

42%

1%

Total sampleCaused by bothhuman activities andnatural changes in theenvironment

Caused mostly bynatural changes in theenvironment

Caused mostly byhuman activities

Don’t know/Not sure

While around 1 in 2 people surveyed (48%) believe climate change is caused by both human activities and the natural environment, 68% of professionals believe this to be the cause compared to 46% of non-professionals.

71%

17%

12%

Non-professionals

69%

19%

12%

Professionals

Who is responsible for the worlds’ climate changing?

34

C4. When you say that climate change is caused by both human activity and changes in the natural environment, which, in your view, is having the biggest impact on climate change?

Base: Answered ‘Caused by human and natural changes in the environment’ in C3 - Total sample (n=430), Professional (n=66), Non-professionals (n=364)

70%

17%

13%

Total sample

Probably human activity

Probably natural changes in the environment

Don’t know/Not sure

The majority of those surveyed believe that humans are having the largest impact on climate change (70%). There is no difference among professionals and non-professionals in this regard.

35

How knowledgeable are people about Science?

C5a. In general, how knowledgeable would you say you are about science?Base: Total sample (n=430), Professional (n=66), Non-professionals (n=364)

3 1 35

06

39

34

40

4456

42

9 9 9

Total sample Professional The rest

Very knowledgeable

Have moderate knowledge

Have little knowledge

Have no knowledge at all

Don't know

Just under half (44%) believe they have moderate levels of knowledge of science in general while only 9% say they are very knowledgeable. Professionals are more likely than non-professionals to say they have moderate knowledge (56% compared to 42%).

36

Knowledgeable about scientific process

C5b. What about scientific process? Base: Total sample (n=430), Professional (n=66), Non-professionals (n=364)

3 1 4

11

1

12

45

53

44

30 38 29

10 6 11


Very knowledgeable




Don't know

Just under one in three (30%) believe that they have moderate knowledge of scientific process. Professionals are more likely than non-professionals to say they have moderate knowledge (38% compared to 29%).

37

How knowledgeable are people about the various scientific disciplines?

C5c. What about various scientific disciplines? Base: Total sample (n=430), Professional (n=66), Non-professionals (n=364)

3 1 3

155

17

43

47

42

32 4130

8 5 8


Very knowledgeable




Don't know

Similarly, just under one in three (32%) believe that they have moderate knowledge of scientific disciplines. Professionals are more likely than non-professionals to say they have moderate knowledge (41% compared to 30%).

Key Summary Associations with Citizen Science

38

The top three associations with citizen science are: that it is “a small thing that might make a big difference” (72%), it’s

about “community spirit” (71%) and “curiosity”(70%). “Outdated” had the lowest

association (14%).

The top associations among non-professionals are similar to the

professionals. However a sizable number in the community associate the term with

“quirky, eccentric” (33%), “for the socially challenged (30%) and “no idea what it

means” (19%) and outdated (15%).

The word “citizen” makes people think of being part of a community (47%).

Professionals are more likely than non-professionals to think of ethical and moral

associations (53% compared to 27%).

22

39

24

21

18

17

18

15

18

13

15

13

64

44

48

47

17

18

16

18

14

18

15

14

14

17

28

31

65

66

66

67

68

70

71

72

Outdated

No idea

For the socially challenged

Quirky, eccentric

Saving the planet

Passionate

About the environment

Technology

Responsible

Curiosity

Community spirit

A small thing that might make a big difference

Yes

No

N/A

What associations exist with citizen science?

39

C6. What kinds of associations would you make with the term Citizen Science? Base: Total sample (n=430)

The top three associations with citizen science are: that it is “a small thing that might make a big difference” (72%), it’s about “community spirit” (71%) and “curiosity”(70%). “Outdated” had the lowest association (14%).

20

50

28

20

9

11

9

8

8

6

3

4

75

40

58

58

17

12

14

8

8

8

10

7

5

10

14

21

73

77

77

84

84

86

87

89

Outdated

No idea


Quirky, eccentric

Saving the planet

Technology

Passionate

Responsible


Community spirit

Curiosity


Yes

No

N/A

What associations exist with citizen science?Amongst Professionals

40

C6. What kinds of associations would you make with the term - Citizen Science? Base: Professional (n=66)

The top three associations among professionals are “A small thing that might make a big difference” (89%), “curiosity” (87%), and “community spirit” (86%).

23

37

23

22

20

19

18

15

19

14

16

15

62

44

47

45

17

17

19

20

15

19

16

15

15

19

30

33

63

63

63

65

65

67

68

69

Outdated

No idea


Quirky, eccentric


Saving the planet

Passionate

Technology

Responsible

Curiosity

Community spirit


Yes

No

N/A

What associations exist with citizen science?Amongst non-professionals

41

C6. What kinds of associations would you make with the term - Citizen Science? Base: Non-professionals (n=364)

The top associations among non-professionals are similar to the professionals. However a sizable number in the community associate the term with “quirky, eccentric” (33%), “for the socially challenged (30%) and “no idea what it means” (19%) and outdated (15%).

C7. What comes to mind when you say the word citizen?Base: Total sample (n=430)

What other associations are there with the term citizen science?

42

OrganisationTotal

%Professionals

%

Non-professionals

%

Being part of something/community/ unity/ collective 47 59 45

Government/Country/Nation/ Specific places 32 23 34

Ethical/Moral Values/ positive attributes e.g. Responsible, good

31 53 27

Person/ Identity/ Individual/ Human 29 21 30

Rules/ Law e.g. Antidiscrimination/ rights/ tax/ vote 19 18 19

Team work/ volunteer 13 22 11

Native/ Indigenous/ Local/ Resident/ Inhabitant 13 12 13

Patriotism/ Loyal/ Proud 11 13 10

Educated/Opportunities/ Benefits 9 10 9

Environment 5 8 4


The word “citizen” makes people think of being part of a community (47%). Professionals are more likely than non-professionals to think of ethical and moral associations (53% compared to 27%).

15Consideration of Citizen Science

Consideration of citizen science

44

(1) Almost four in five people surveyed (78%) said “Knowing what I have to do” influences their decision to volunteer in

Citizen Science

(2) Being passionate about a topic and being taught to use the technology is a

key influence for 72%

(3) Knowing I could do it from home and being kept up to date with the projects

progress ate influential with 71%

(4) A majority of people surveyed said they may consider taking part in citizen

science (with 30% yes definitely and 47% maybe). A higher proportion of

professionals said they would definitely consider taking part in citizen science compared to non-professionals (40%

compared to 28%).

(5) People are not likely to recommend taking part in citizen science to a friend

(47% rated their likelihood 1-6). This was lower in professionals however even

these are more likely to be passives (rate their likelihood 7-8).

(6) The most popular types of projects people would volunteer for include those

that would help iconic species survive (38% definitely) and those on threatened species (38%). The project with the least

amount of interest is for domestic cat monitoring using tracking (35% said

definitely not).

What influences whether to volunteer? For citizen science

45



7

8

8

9

8

8

6

6

7

6

7

6

5

6

5

6

21

20

20

15

13

12

12

11

6

5

3

6

4

5

4

3

41

31

29

31

33

32

33

32

30

31

22

18

20

17

19

13

30

41

43

45

46

48

50

51

56

57

68

71

71

72

72

78

I’d like to see my name on it

There would have to be a social element, like meetings and…

I would only get involved in local projects

Knowing there is something for everyone in the family to do

Recommendations from family or friends who’ve been doing it

It would need to have a set completion time

I would prefer projects that I could do in my own backyard

It would have to be something that doesn’t take too much time

Positive publicity for the project

Knowing the latest technology was being used

A way to monitor the milestones and get feedback

I want to be kept up to date with the projects progress

Knowing I could do it from home or on my own device

Knowing/being taught how to use the technology

I would have to feel passionate about the topic to get involved

Knowing what I have to do


D1. How strongly do you agree or disagree that each of these may influence whether you would volunteer to work with professional scientists to collect, enter, or analyse sightings or data relating to the natural world?


Almost four in five people surveyed (78%) said “Knowing what I have to do” may influence their decision to volunteer in Citizen Science while just under one in three (30%) said seeing their name on it influences their decision to volunteer.

What are the influences on whether to volunteer? For citizen science by professionals

46





5

8

3

5

1

2

6

4

8

5

2

1

0

5

3

2

41

20

20

24

32

14

17

15

10

9

5

1

3

2

3

0

37

34

37

30

23

28

21

20

21

25

14

14

12

8

8

5

17

37

40

41

44

55

55

61

61

62

79

84

84

86

86

94



Recommendations from family or friends who’ve been doing it





It would have to be something that doesn’t take too much time



I would have to feel passionate about the topic to get involved







Almost all professionals were concerned with “knowing what they had to do” (94% agree) when considering whether or not to volunteer while only 17% said they’d like to see their name on it.

What are the influences on whether to volunteer? For citizen science by non-professionals

47





8

9

9

8

9

8

7

7

7

6

7

6

6

7

6

7

18

19

18

11

14

12

11

10

6

5

4

7

4

5

4

3

42

31

30

34

30

33

33

34

31

33

23

19

21

19

19

15

33

41

43

47

47

47

49

49

55

56

66

68

68

69

71

75






Recommendations from family or friends who’ve been …


It would have to be something that doesn’t take too much …







I would have to feel passionate about the topic to get…



Three in four non-professionals (75%) said “knowing what I have to do” would influence their decision to volunteer while one in three (33%) said they’d like to see their name on it.

48

How likely is the community to consider volunteering for based scientific research project (Citizen Science)

D3. How likely are you to consider taking part in a volunteer based scientific research project (Citizen Science)?Base: Total sample (n=430), Professional (n=66), Non-professionals (n=364)

112

12

12

4

13

47

55

46

3040

28

Total sample Profess ional The rest

Yes definitely (7-10)

Maybe (4-6)

No, definitely not (0-3)

Not sure

The majority of people surveyed said they may consider taking part in citizen science (with 30% yes definitely and 47% maybe). A higher proportion of professionals said they would definitely consider taking part in citizen science compared to non-professionals (40% compared to 28%).

13

6

12

48

43

47

25

39

27

14

12

14

The Rest

Professional

Total Sample

Not sure Detractor (1-6) Passive (7-8) Promoter (9-10)

Likelihood to recommend – NPS

49

D4. How likely are you to recommend taking part in a volunteer based scientific research project (Citizen Science) to a family member, friend or colleague?


NPS = % promoters - % detractors

-33

NPS Score

-31

-34

A majority of people were not likely to recommend taking part in citizen science to a friend (47% rated their likelihood 1-6). This proportion was lower in professionals who are more likely to be passives (rate their likelihood 7-8).

Types of citizen science projects that interest people

50



29

35

24

23

22

21

23

19

12

16

50

42

49

49

49

49

45

47

50

46

21

23

27

28

29

30

32

35

38

38

Projects monitoring shorebirds

Domestic cat monitoring using tracking

Projects on whales

State-wide school projects: E.g. students’ plant trees in a variety of habitats (verge, school yard, and local park) they then monitor the tree’s growth throughout their …

Online image processing and species identification, where the public can viewremote camera images and help scientists identify species and perform other tasks.

Projects partnering with the environmental protection authority on air qualitymonitoring or monitoring sound pollution

Online transcription of old records or notebooks or weather station data

Projects on climate change

Projects on threatened species (plants and animals)

Projects that will help iconic species survive like koalas, brush-tailed rock wallaby,southern corroboree frog, mallee fowl, wollemi pine, the plain-wanderer, etc.

Definitely not Perhaps Yes Definitely

D5. Which of the following types of volunteer based scientific research (Citizen Science) projects would you or your family like to participate in?


The most popular types of projects people would volunteer for include those that would help iconic species survive (38% definitely) and those on threatened species (38%). The project with the least amount of interest is for domestic cat monitoring using tracking (35% said definitely not).

Types of citizen science projects that interest people Professionals

51





29

37

22

19

8

18

15

10

5

12

57

45

53

53

59

46

48

49

49

36

14

18

25

28

33

36

37

42

46

53



Projects on whales

Online image processing and species identification, where the public can view remotecamera images and help scientists identify species and perform other tasks.







Definitely not Maybe Yes Definitely

Just over one in two professionals said they would definitely volunteer for projects that help iconic species survive (53%). They Professionals were least likely to volunteer if it involved domestic cat monitoring using tracking (37% said definitely not).

Types of citizen science projects that interest peopleNon-professionals

52





29

34

25

25

22

23

24

20

16

14

49

41

49

48

49

47

45

46

48

50

22

24

27

28

29

30

31

33

36

36




Projects on whales

Online image processing and species identification, where the public can view remotecamera images and help scientists identify species and perform other tasks.






Definitely not Perhaps Yes Definitely

Just over one in three non-professionals (36%) would definitely volunteer if projects involved threatened species (36%) or projects that will help iconic species survive (36%).

11

11

8

9

10

11

49

44

42

38

33

30

40

45

50

53

57

60

Taking part in a Bioblitz

Helping out with school Citizen Science projects

Looking at photos and classifying them

Monitoring sightings of threatened species

Entering data from paper sources

Taking regular measurements in a local place

Yes

No

N/A

Types of scientific research activities people would participate in

53

D6. What kinds of volunteer based scientific research activities (Citizen Science), if any, would you like to participate in?Base: Total sample (n=430)

The most popular activity people would participate in is taking regular measurements in a local place (60%). The least favourable activity was taking part in a Bioblitz (49% said no).

5

7

6

7

5

10

47

44

42

29

31

16

48

49

52

64

64

74







Yes

No

N/A

Types of scientific research activities people would participate in: Professionals

54

D6. What kinds of volunteer based scientific research activities (Citizen Science), if any, would you like to participate in?Base: Professional (n=66)

Three in four professionals (74%) would like to participate in taking regular measurements in a local places, followed by entering data from paper sources and monitoring sightings of threatened species (64% respectively).

12

12

9

9

11

11

49

44

41

40

34

32

39

44

50

51

55

57







Yes

No

N/A

Types of scientific research activities people would participate in: Non-professionals

55

D6. What kinds of volunteer based scientific research activities (Citizen Science), if any, would you like to participate in?Base: Non-professionals (n=364)

Over half of non-professionals (57%) would like to participate in taking regular measurements in a local place, followed by entering data from paper sources (55%) and monitoring sightings of threatened species (51%).

25

22

26

23

21

21

17

17

18

19

13

50

49

43

46

47

46

47

47

44

42

43

25

29

31

32

32

33

36

36

37

39

44

Soil pollution

Waste and litter

Invasive plants and weeds

Gardening

Environmental degradation

Invasive animals

Water pollution

Environmental health (air quality etc.)

Air pollution

Climate change

Endangered species

Yes definitely

Maybe

No definitely not

Topics that people would like to work onTotal sample

56

D7. What, if any, are the topics you care about and want to work on as a volunteer to help find solutions? Base: Total sample (n=430)

The most commonly mentioned topic people want to work on is endangered species (44%), followed by climate change (39%) and air pollution (37%).

17

19

14

18

14

19

8

4

7

9

9

59

54

51

47

51

42

51

54

51

45

44

24

27

35

35

36

39

41

42

42

47

47

Soil pollution

Invasive animals


Gardening

Waste and litter



Air pollution

Water pollution

Climate change

Endangered species

Yes definitely

Maybe

No definitely not

Topics that people would like to work onProfessionals

57

D7. What, if any, are the topics you care about and want to work on as a volunteer to help find solutions? Base: Professional (n=66)

Among professionals, the most commonly mentioned topic they want to work on is endangered species (47%), followed by climate change (47%) and air and water pollution (42% respectively).

27

23

27

23

23

22

19

18

21

20

14

48

49

43

45

46

45

46

47

43

41

43

25

28

30

31

31

34

35

35

36

38

43

Soil pollution

Waste and litter


Gardening


Invasive animals

Water pollution


Air pollution

Climate change

Endangered species

Yes definitely

Maybe

No definitely not

Topics that people would like to work onNon-professionals

58

D7. What, if any, are the topics you care about and want to work on as a volunteer to help find solutions? Base: Non-professionals (n=364)

Among non-professionals, the most commonly mentioned topic they want to work on is endangered species (43%), followed by climate change (38%) and air pollution (36% respectively).

59

Level of consideration for volunteering to play a role in a volunteer based science project?

F1. Now you have some idea of the meaning of the term Citizen Science. How likely would you be to consider playing a role in a volunteer based scientific research (Citizen Science) project in the next 12 months?


101

11

19

18

19

26

27

26

4554

43


Nett Likely

Neutral

Nett Not Likely

Don’t know / not applicable

Just under half of those surveyed (45%) said they would likely consider volunteering in Citizen Science in the next 12 months. Professionals are more likely than non-professionals to consider (54% compared to 43%).

16Media use

Disposition and media use

61

(1) The most common reason for being likely to participate in Citizen

Science is because it sounds interesting (27%). Professionals tend to be more likely than non-

professionals to cite environmental concerns (18% compared to 5%).

(2) The most common reason for being unlikely to participate in

Citizen Science is because people have no time or are busy (45%).

Professionals tend to be more likely than non-professionals to say this

(56% compared to 43%).

(3) The most preferred sources of information for finding out about Citizen Science projects are email alerts (62%), followed by internet sites (62%) and paper newsletters

posted in the mail (54%).

(4) The most frequently visited websites are Facebook (75% regularly), online newspaper

articles (59%) and YouTube (56%). Over half of those surveyed have

never visited Flickr (52%).

F2. Why are you likely to participate? Base: Answered likely to participate at F1 – Total sample (n=193), Professional (n=35), Non-professionals (n=158)

62

Reasons for volunteering

ReasonsTotal

%Professionals

%

Non-professionals

%

Sounds interesting 27 33 25

Give back to society/volunteer 15 15 16

Learn new skills 8 11 7

Environmental concerns 8 18 5

Better for future generations 7 5 8

Something to do/Have spare time 6 0 7

Fun 4 0 5

Retired/Not working 3 4 3

Self interest 2 0 2

Believe in 1 0 2


The most common reason for being likely to participate in Citizen Science is because it sounds interesting (27%). Professionals tend to be more likely than non-professionals to cite environmental concerns (18% compared to 5%)

F3. Why are you unlikely to participate? Base: Answered ‘neither, not really or not at all likely’ at F1 – Total sample (n=194), Professional (n=29), Non-professionals

(n=165) 63

Reasons for not volunteering

ReasonsTotal

%Professionals

%

Non-professionals

%

No time/Busy 45 56 43

Not interested 15 16 14

Need more details 14 15 14

Disability/sick 8 3 9

Can't/Don't want to travel 6 3 6

Lack of payment 3 4 3

Already volunteer somewhere else 3 4 2

I just don't want to 2 0 3

No acknowledgement 1 0 1

The most common reason for being unlikely to participate in Citizen Science is because people have no time or are busy (45%). Professionals tend to be more likely than non-professionals to say this (56% compared to 43%).

43

21

19

20

19

17

22

19

15

20

15

14

15

35

49

51

45

41

41

30

33

33

27

31

24

23

22

29

30

35

40

42

48

49

52

53

54

62

62

Other sources

Holiday blogs where people post on Citizen Science projects

Science magazines

0800 free phone number you can call to get information on…

Text messages about upcoming Citizen Science projects

Social networking websites where people post experiences about…

Hearing people talking about their experiences with Citizen Science…

TV and newspaper advertising

Information from CSIRO or the Office of Environment (brochures)

TV documentaries/science programs

Paper newsletter that is posted to you covering Citizen Science…

Internet site/s with all the relevant travel information

Email alerts sent to you about upcoming events to do with Citizen…

Yes

No

Not sure

64

What are the preferred sources of information for citizen science research?

F4. Which of these sources of information would you use to find out about volunteer based scientific research (Citizen Science)?


The most preferred sources of information for finding out about Citizen Science projects are email alerts (62%), followed by internet sites (62%) and paper newsletters posted in the mail (54%).

58

24

28

29

22

19

14

25

22

17

14

12

19

23

52

43

43

36

36

36

22

21

26

24

19

10

20

24

28

29

41

45

50

53

57

57

61

69

71

Other sources

Science magazines












Yes

No

Not sure

65

What are the preferred sources of information for citizen science research? Professionals



Among professionals, the most preferred sources of info for finding out about Citizen Science projects are internet sites (71%), followed by email alerts (69%) and info brochures from the CSIRO (61%).

41

20

18

19

18

18

21

18

15

20

15

13

15

37

50

50

45

42

42

32

32

34

28

32

26

24

23

29

32

37

40

40

48

49

51

53

53

61

61

Other sources


Science magazines











Yes

No

Not sure

66

What are the preferred sources of information for citizen science research? Non-professionals



Among non-professionals, the most preferred sources of info for finding out about Citizen Science projects are email alerts (61%), followed by internet sites (61%) and paper newsletters posted in the mail and TV documentaries (53% respectively).

2

13

13

17

21

22

28

26

34

36

40

36

45

71

73

3

10

9

13

21

27

23

38

46

46

26

56

64

84

80

2

12

12

17

21

23

27

28

36

38

38

39

48

73

74

Other

Office of Environment and Heritage website

EPA website

Flickr

Internet chat sites/ science blogs/ discussion boards

Online magazine articles

CSIRO website

Online newsletters/ email updates

NSW Parks and Wildlife websites

Online newspaper articles

Twitter

Local council website/notice board

Bureau of Meteorology website (BOM)

Youtube

Facebook

Total sample

Professional

The rest

Relevant websites heard of or visited

67

F5a. Have you ever heard of or visited any of these websites? Base: Total sample (n=430), Professional (n=66), Non-professionals (n=364)

Professionals tend to be more likely than non-professionals to use the BOM website (64% versus 45%) and local council websites (56% compared to 36%).

68

Frequency of visiting various websites

F5b. How often do you visit the following website/s? Base: Website/s aware of in F5a - Total sample (n=430)

17

42

32

8

21

52

19

35

10

8

11

4

3

8

23

4

2

5

5

5

3

2

4

2

6

0

0

1

37

35

44

57

47

19

16

15

18

14

20

15

13

5

20

16

17

24

21

16

34

19

38

33

20

25

24

12

3

4

5

6

6

9

28

29

31

43

44

56

59

75

NSW Parks and Wi ld l i fe websites

EPA website

CSIRO website

Local counci l website/not ice board

Off ice of Environment and Her itage website

Fl ickr

Internet chat s i tes/ sc ience b logs/ …

Twitter

Onl ine magaz ine art ic les

Onl ine newsletters/ emai l updates

Bureau of Meteorology website (BOM)

Youtube

Onl ine newspaper art ic les

Facebook

I never visit this website Only when planning holidays Rarely – less than once a month

Sometimes – at least once a month Regularly – at least once a week

The most frequently visited websites are Facebook (75% regularly), online newspaper articles (59%) and YouTube (56%). Over half of those surveyed have never visited Flickr (52%).

69

Frequency of visiting various websitesProfessionals

F5b. How often do you visit the following website/s? Base: Website/s aware of in F5a - Professional (n=66)

59

25

18

2

29

54

20

5

4

2

7

19

2

5

5

4

11

38

44

53

36

11

68

25

14

9

17

13

8

2

30

37

19

40

29

22

18

32

46

45

23

32

31

8

2

6

12

13

17

30

46

52

54

60

83

F l i c k r

E P A w e b s i t e

N S W P a r k s a n d W i l d l i f e w e b s i t e s

L o c a l c o u n c i l w e b s i t e / n o t i c e b o a r d

C S I R O we b s i t e

T w i t t e r

O f f i c e o f E n v i r o n m e n t a n d H e r i t a g e …

I n t e r n e t c h a t s i t e s / s c i e n c e b l o g s / …

O n l i n e m a g a z i n e a r t i c l e s

O n l i n e n e w s l e t t e r s / e m a i l u p d a t e s

B u r e a u o f M e t e o r o l o g y w e b s i t e ( B O M )

Y o u t u b e

O n l i n e n e w s p a p e r a r t i c l e s

F a c e b o o k



The most visited website among professionals is Facebook (83% visit regularly), followed by online newspaper articles (60%), YouTube (54%), BOM (52%) and online newsletters/email updates (46%).

70

Frequency of visiting various websites Non-professionals

F5b. How often do you visit the following website/s? Base: Website/s aware of in F5a - Non-professionals (n=364)

44

17

32

24

10

51

19

11

33

13

10

4

4

8

4

24

3

6

6

5

3

4

2

7

2

1

1

35

36

45

44

57

21

14

18

15

20

15

15

14

6

13

20

16

21

20

14

34

36

19

19

30

23

23

12

4

4

5

6

7

10

30

31

31

41

42

57

59

73

E P A w e b s i t e

N S W P a r k s a n d W i l d l i f e w e b s i t e s

C S I R O w e b s i t e

O f f i c e o f E n v i r o n me n t a n d H e r i t a g e …

L o c a l c o u n c i l w e b s i t e / n o t i c e b o a r d

F l i c k r

I n t e r n e t c h a t s i t e s / s c i e n c e b l o g s / …

O n l i n e m a g a z i n e a r t i c l e s

T w i t t e r

B u r e a u o f M e t e o r o l o g y w e b s i t e ( B O M )

O n l i n e n e w s l e t t e r s / e m a i l u p d a t e s

Y o u t u b e

O n l i n e n e w s p a p e r a r t i c l e s

F a c e b o o k



The most visited websites by non-professionals are Facebook (73% visit regularly), online newspaper articles (59%) and YouTube (57%). The least visited websites are Flickr (51% never) and the EPA website (44% never).

1

71

7Choice model covering hypothetical Citizen Science projects

Key summary of choice model resultsInfluences of interest in Citizen Science project

72

At a basic level, a Citizen Science project that has minimal benefits

and fewer attractive elements would appeal to about one in five

of those surveyed.

Even with few benefits and attractive elements interest in

helping out with threatened plants and animals (21% interested),

reviewing scientific material (21%) and helping out with school Citizen

Science projects (17%) remained appealing to about one in five of

those surveyed.

By tailoring a Citizen Science project to include more appealing features and preferred timings, greater levels of interest can be achieved (e.g. taking regular measurements in a local place

would be considered by 81% as long as it required less than 5 minutes each day for a period of a month). To achieve this level of

appeal, many of the attributes tested need to be enhanced to levels that may not be feasible for some projects. However, this does illustrate

that there is a high level of interest in participating in Citizen Science among those

surveyed, albeit under certain conditions.

The project time scale (15%), time commitment (15%) and type of

activity (11%) are the three most powerful drivers of appeal when

considering citizen science projects.

Consideration of Citizen Science project

Respondents were shown 8 hypothetical offers and simply asked if the description of this Citizen Science project would make them consider participating. By varying the offers through a process of experimental design, we have been able to model what drives choice

1 Choice modeling

The task on the next page details what respondents were shown and the choice they were asked to make.2 The task

The design chart shows all the attributes of Citizen Science project offer tested and, for each attribute, the different ‘levels’ that were used in the hypothetical offers3 The design

The choice model estimates the demand for every possibility from the design matrix. The ‘base case’ is just one of these, as is the ‘optimal solution’4 Many possibilities

73

The taskAs shown to survey respondents

74

We have another, very important part of the study.

In this section of the research, we will show you ten different options or scenarios for the way a Citizen Science project could be. We want to know what you would do if they ever happened. This will take a just few minutes.

We would like you to choose whether the Citizen Science scenarios would get you to take part.

Each ‘Card’ or bundle may look alike, but each is different. All you need to do, for each card, is review whether the scenario would lead you to take part.

Please do this for each card (or page) that you are shown in this section.Treat each card (or page) as totally separate from the last.

You may see some terms used that you are not familiar with. To help you, we have provided some definitions.

Please take a few minutes to read through the Definitions before starting the cards.

Definitions

75

Aspects of Citizen Science Description

1. Type of projects A range of topics are tested to see which ones people are more interested in

2. Type of activity A range of different kinds of Citizen Science activities are tested to see which ones people are more interested in

3. Local activity In your backyard or the local community with 5 km of your where you live

4. More distant activity Possibility of undertaking the project in regional or remote NSW. Even interstate or internationally

5. Time scale How long the project will last

6. Time needed How much time you need to do the activity

7. Regularity of participation How regularly you need to do the citizen science activity

8. Feedback loops How you are kept informed

9.Acknowledgement How you are acknowledged for your efforts

10. Level of Social connections The social connection that are provided with other participants and scientists.

11. Technology used The technology you need to use to participate

12. Funded by…. A variety of funding sources are tested

Key commitment factors and levelsCells highlighted in orange indicate the ‘base case’ indicated the worse scenario. This ‘base case’ is used for comparison purposes with other alternative scenario configurations.

76

Attributes Level 1 Level 2 Level 3 Level 4 Level 5 Level 6

1. Type of projectsThat will help threatened plants and animals

That monitor natural phenomena in some way

That review scientific material (photos, paper records) and classify

That help out school Citizen Science projects

2. Type of activity 24 hour bioblitz

Monitoring sightings of threatened species (e.g. brush-tailed rock wallaby; southern corroboree frog; etc)

Taking regular measurements in a local place (weather, pollution, air quality etc)

Looking at photos and classifying them (e.g. of galaxies and classifying them according to the type of galaxy they represent)

Entering data from paper sources (e.g. weather records)

Being trained by scientists in what and how to do it

3. Local activityMainly in your own backyard

Mainly in your local community No local activities

4. More distant activity No distant activities Some in regional NSW Some in remote NSW Some interstate

Possibility of an International activity

5. Time scale One off activity Month Three months Six months One Year Over a year

6. Time needed Under 5 minutes 5-15 minutes 15-30 minutes 30-60 minutes

7. Regularity of participation

Twice daily Daily Weekly Monthly

8. Feedback loops Regular e-newsletters Regular email updates SMS updatesWebsite with progress bar and other updates

No feedback

9.Acknowledgement Names on website Named in research papers Certificate of appreciationNo special acknowledgement

10. Level of Social connections

Online community/forum /social media where participants share

Regular get–togethers with fellow participants

Regular community get-togethers including scientists

No social connection or activities

11. Technology used Relevant technology Apps that allow you to recordApps and relevant technology

Your own devicesNo technology

12. Funded by….NSW Office of Environment

NSW Government Commercial sponsorsNo funding, participants meets all costs

Helping out on a threatened plants and animals projectWorst case scenario

77


Key aspects of the project1. Type of projects That will help threatened plants and animals

2. Type of activity -

3. Local activity No local activities

4. More distant activity Some in regional NSW

5. Time scale Over a year

6. Time needed 30-60 minutes

7. Regularity of participation Monthly

8. Feedback loops No feedback

9.Acknowledgement No special acknowledgement

10. Level of Social connections No social connection or activities

11. Technology used No technology

12. Funded by…. No funding, participants meets all costs

24 hour bioblitz

Monitoring sightings of threatened

species (e.g. brush-tailed rock wallaby;

southern corroboree frog; etc)

Taking regular measurements in a

local place (weather, pollution, air quality

etc)

Looking at photos and classifying them (e.g. of galaxies and

classifying them according to the type

of galaxy they represent)



18% 20% 18% 18% 21% 19%

With the following parameters, helping on threatened plants and animals is appealing to one in five (21% entering data from paper sources) saying they would participate.

Helping out on monitoring natural phenomena Worst case scenario

78


With the following parameters, the project for monitor natural phenomena is appealing with one in five (22% entering data from paper sources) saying they would participate.

Key aspects of the project1. Type of projects That monitor natural phenomena in some way












24 hour bioblitz






etc)






17% 20% 18% 18% 22% 19%

Helping out on reviewing scientific materialWorst case scenario

79


Key aspects of the project1. Type of projects That review scientific material (photos, paper records) and classify












24 hour bioblitz






etc)






20% 20% 17% 21% 21% 20%

With the following parameters, reviewing scientific material is appealing to one in five (21% looking at photos and classifying them or entering data from paper sources) saying they

would participate.

Helping out on a school Citizen Science projectWorst case scenario

80














24 hour bioblitz






etc)






15% 16% 15% 16% 17% 17%

With the following parameters, school Citizen Science projects is appealing to 17% (entering data from paper sources or being trained by scientists in what and how to do it) saying they

would participate.

Worst case scenario outcomesComparing science professionals and non-professionals

81

Base: Total sample (n=430), Professional - Scientists/ Teachers (n=66), The rest (n=364)

Type of projects Type of activityTotal

(n=430)%

Professional -Scientists/ Teachers

(n=66)%

The rest(n=354)

%

That will help threatened plants and animals

24 hour bioblitz 18 22 17

Monitoring sightings of threatened species 20 21 20

Taking regular measurements in a local place 18 26 16

Looking at photos and classifying them 18 21 18

Entering data from paper sources 21 25 20

Being trained by scientists in what and how to do it 19 21 19








That review scientific material (photos, paper records) and

classify














Note: Yellow highlight indicates the activity with the most appeal among each segment for that project type.

A more appealing scenario for helping out on threatened plants and animals - enhancing involvement

8282

By selecting the following more appealing features, greater levels of interest could be achieved (e.g. taking regular measurements in a local place would be considered by 81%).


Key aspects of the project1. Type of projects That will help threatened plants and animals


3. Local activity Mainly in your own backyard

4. More distant activity Some in remote NSW

5. Time scale Month

6. Time needed Under 5 minutes

7. Regularity of participation Daily

8. Feedback loops Regular email updates

9.Acknowledgement Certificate of appreciation

10. Level of Social connections Regular get–togethers with fellow participants

11. Technology used Relevant technology

12. Funded by…. NSW Government

24 hour bioblitz






etc)






73% 73% 81% 69% 74% 79%

A more appealing scenario for helping out on monitoring natural phenomena - enhancing involvement

8383


By selecting the following more appealing features, greater levels of interest could be achieved (e.g. taking regular measurements in a local place considered by 80%).

Key aspects of the project1. Type of projects That monitor natural phenomena in some way




5. Time scale Month








24 hour bioblitz






etc)






75% 70% 80% 72% 71% 74%

A more appealing scenario for helping out reviewing scientific material - enhancing involvement

8484


By selecting the following more appealing features, greater levels of interest could be achieved. (e.g. being trained by scientists in what and how to do it appeals to 83%).





5. Time scale Month








24 hour bioblitz






etc)






79% 76% 83% 76% 77% 83%

A more appealing scenario for help out school Citizen Science projects - enhancing involvement

8585


By selecting the following more appealing features, greater levels of interest could be achieved. (e.g. taking regular measurements in a local place appeals to 82%).

Key aspects of the project1. Type of projects That help out school Citizen Science projects




5. Time scale Month








24 hour bioblitz






etc)






76% 75% 82% 72% 74% 80%

Enhanced appeal scenariosBy segment

86


Type of projects Type of activityTotal

(n=430)%

Professional -Scientists/ Teachers

(n=66)%

The rest(n=354)

%

That will help threatened plants and animals














That review scientific material (photos, paper records) and

classify














Note: Yellow highlight indicates the activity with the most appeal among each segment for that project type.

Key drivers of choice when considering Citizen Science project

87

15%• Project time scale

15%• Time commitment

11%• Type of activity

11%• Regularity of participation

10%• Source of funding


Key drivers of choicewhen considering Citizen Science projects

88





10%• Type of projects

Professional - Scientists/ Teachers



11%• Source of Funding



The rest

Base: Professional - Scientists/ Teachers (n=66), The rest (n=364)

89

Key drivers when considering Citizen Science projects

15% 15%

11% 11%10%

8%7% 6% 6% 5%

4% 3%

26%

13%14%

11%

5%

10%

5%

3%

0%

5%

7%

2%

13%

15%

10% 11% 11%

7% 7% 7% 7%5%

3%4%

0%

5%

10%

15%

20%

25%

30% Total Professional - Scientists/ Teachers The rest


90

How does the project time scale affect interest?


4.2

9.9

0.30.9

-4.6

9.8

15.5

-8.0

0.7

-3.8

3.2

8.9

1.81.0

-4.7

-10

-5

0

5

10

15

20

One off activity Month Three months Six months One Year Over a year

Share%

Total Professional - Scientists/ Teachers The rest

Base

91

How does the time commitment affect interest?


14.1

3.5

8.8

4.9

-8.1

-4.4

15.7

5.6

11.2

-10

-5

0

5

10

15

20

Under 5 minutes 5-15 minutes 15-30 minutes 30-60 minutes

Share%


Base

92

How does the type of activity affect interest?


-0.9 -0.7

-4.0

0.0 -0.4

-8.9

-4.2

-6.6

-8.2

-10.3

0.5

0.0

-3.6

1.4 1.4

-12

-10

-8

-6

-4

-2

0

2

4

24 hour bioblitz Monitoring sightingsof threatened


southern corroboreefrog; etc)

Taking regularmeasurements in a

local place (weather,pollution, air quality

etc)

Looking at photosand classifying them(e.g. of galaxies and

classifying themaccording to the type

of galaxy theyrepresent)

Entering data frompaper sources (e.g.weather records)

Being trained byscientists in whatand how to do it

Share%


Base

93

How does the level of participation affect interest?


1.0

7.2

3.2

-7.6 -7.5

0.0

2.5

9.8

3.7

-10

-8

-6

-4

-2

0

2

4

6

8

10

12

Twice daily Daily Weekly Monthly

Share%


Base

94

How does the source of funding affect interest?


7.1

10.0

5.1

2.42.1

6.6

7.9

11.4

4.8

0

2

4

6

8

10

12

14

No funding, participants meetsall costs

NSW Office of Environment NSW Government Commercial sponsors

Share%


Base

95

How does the types of projects affect interest?


-0.2

1.2

-4.6

-2.3

1.4

-4.4

0.2

1.2

-4.6-5

-4

-3

-2

-1

0

1

2

That will help threatened plantsand animals

That monitor naturalphenomena in some way

That review scientific material(photos, paper records) and

classify

That help out school CitizenScience projects

Share%


Base

96

How does the technology used affect interest?


5.2

2.5

4.0

1.1

2.2

0.0

4.8

0.6

5.7

3.0

3.8

1.2

0

1

2

3

4

5

6

No technology Relevant technology Apps that allow you torecord

Apps and relevanttechnology

Your own devices

Share%


Base

97

How does a more ‘distant’ activity affect interest?


-1.7

3.8

2.0

-1.2

-3.7 -3.6 -3.7 -3.6

-1.3

5.1

3.1

-0.8

-5

-4

-3

-2

-1

0

1

2

3

4

5

6

No distant activities Some in regional NSW Some in remote NSW Some interstate Possibility of anInternational activity

Share%


Base

98

How does acknowledgement affect interest?


1.3

0.0

7.4

0.1 0.00.2

1.5

0.1

8.6

0

1

2

3

4

5

6

7

8

9

10

No special acknowledgement Names on website Named in research papers Certificate of appreciation

Share%


Base

99

How does the level of social connection affect interest?


0.8

6.0

1.0

3.1

0.1

4.6

0.4

7.0

0.4

0

1

2

3

4

5

6

7

8

No social connection oractivities

Online community/forum/social media where

participants share

Regular get–togethers with fellow participants

Regular community get-togethers including scientists

Share%


Base

100

How do feedback loops affect interest?


1.7

3.9

0.9

5.0

7.0

2.5

1.1

3.4

0.6

0

1

2

3

4

5

6

7

8

No feedback Regular e-newsletters Regular email updates SMS updates

Share%


Base

101

How does ‘local activity’ affect interest?


2.8

2.3

2.0

0.4

2.9

2.6

0

1

1

2

2

3

3

4

No local activities Mainly in your own backyard Mainly in your local community

Share%


Base

For further information please contact our Sydney office:

Level 1, 420 Elizabeth StreetSurry HillsNSW 2010

t: +61 (0) 2 9283 2233

e: [email protected]

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DISCLAIMER This report was prepared by Instinct and Reason in good faith exercising all due care and attention, but no representation or warranty, express or implied, is made as to the relevance, accuracy, completeness or fitness for purpose of this document in respect of any particular user’s circumstances. Users of this document should satisfy themselves concerning its application to, and where necessary seek expert advice in respect of, their situation. The views expressed within are not necessarily the views of the Office of Environment and Heritage (OEH) and may not represent OEH policy. © Copyright State of NSW and the Office of Environment and Heritage

Documents

Citizen Science Strategy Understanding motivations