Improving efficiency of citizen science projects by targeted activation of selected stakeholder groups

As citizen science is becoming a widely accepted research approach across multiple disciplines, it is essential to explore methods for effective recruitment, involvement, and retention of participants for these programs. An effective recruitment strategy results in motivated and engaged contributors, longer-term participation, and better communication exchange.

In this research, we present two marketing approaches adapted from best practice in customer-facing fields in order to identify appropriate stakeholder groups for citizen science and keep motivation and retention of the participants high. Firstly, stakeholder analysis is a major tool within the frame of stakeholder management and includes the systematic identification of stakeholders and their relevance and influence on a project. Thus, efficiency of citizen science projects can be improved significantly by targeted identification and selection of participants and groups through stakeholder analysis, which are suited to generate the data needed to reach the project and research goals. Secondly, the value proposition canvas approach is based on business strategies to match products and services to the market or customer. The value proposition canvas can be adapted to scientific processes and the data generated can help citizen science groups to build a communication strategy that can clearly communicate the value of their message and shared goals to the participants.

The application of stakeholder analysis and value proposition canvas is demonstrated using the case study of the project "Next Generation City Climate Services Using Advanced Weather Models and Emerging Data Sources" (CityCLIM, a European Union Horizon 2020 funded project), where the focus is to develop next-generation City Climate Services based on advanced weather forecast models enhanced with data from emerging data sources such as Citizen Science approaches for urban climate monitoring. Before meetings with citizens in pilot cities, stakeholder groups involved in the CityCLIM project were examined and their profiles were analysed using the value proposition canvas. Lessons learned from the use of these tools for engagement with citizens in pilot cities will be presented. Findings also provide an approach that can be used by citizen science groups in environmental observation to strategically target participants and tailor key communication messages, towards the goal of a focused and sustained monitoring of environmental processes.