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  • 1. Crowd-sourcing datato track and surveyactivities and developmentof nature protection areas.
  • 2. Done since the research presentation Getting some distance to the project Interviews with caretakers Public survey Widen perspective on monitoring Synthesis of findings Started ideating
  • 3. Just a quick follow-up on what I am working on:My partner plans to establish a caretaker-network for nature-protection areas in Germany. They want to collectdata on the threats and taken actions in those areas, to use it in reports to the European commission. That waythey have a tool that enables European law to be enforced more effectivly.
  • 4. BfN NABU FEDERAL OFFICE (COORDINATOR) NABU STATE ASSOCIATIONS (Federal Agency NABU DISTRICT GROUPS of Nature Conservation) COORDINATOR SECTION ADMIN DATABASES SECTION GIS STATE - PRESSURE - RESPONSE EXPERTS CARETAKER PUBLIC SECTION SECTION CARETAKER PUBLIC USERSIn the first step I identified the main stakeholders and possible touchpoints to create a blueprint and a frameworkof my project.
  • 5. NABU CARETAKER PUBLIC EXPERTS COORDINATORThat first step was about understanding the system from a top-down perspective - from the eyes of coordinatorsand experts. Now i reversed my perspective and tried to learn from the eyes of caretakers and public users
  • 6. Interviews with 4 caretakersI conducted four interviews with different people who work as caretakers in other programmes right now. Thatway, I learned a lot about their tasks, their motivations, their attitudes toward the job and their generaloppinions.
  • 7. public survey n = 114In parallel i developed and conducted a survey to learn about the public point of view. The survey was distributedonline on environmental protection related platforms, so it rather focused on people who are already involvedinto the topic.
  • 8. Speci Eurob ial baromete 365 er Eu uropean Flash Eurobarometer European Commission Commission Attitudes of Europeans towards the issue of Attitudes of E Europpean c ens citize biodiversity tow wards the e s enviro ent onme Analytical report REPO ORT Wave 2 Special Eurobarometer 365 / Wave EB75 2 – TNS opinion & social Fieldw work: April-May 2011 Fieldwork: February 2010 Publication: Aug gust 2011 Publication: March 2010 Flash Eurobarometer 290 – The Gallup Organisation EB75.2 Th survey has been req his quested by the Directo orate-Gener for the Environment ral t an co-ordina nd ated by Dire ectorate-General for Co ommunication (DG CO OMM This survey was requested by the Directorate General Environment, and coordinated “R Research an Speechw nd writing” Unit) ). by Directorate General Communication. htt tp://ec.europa a.eu/public_o opinion/index x_en.htm This document does not represent the point of view of the European Commission. Th document does not represent the p his t point of view of the Europ w pean Commission. Th interpretat he tions and opinions contained in it are solely those of the autho e ors. The interpretations and opinions contained in it are solely those of the authors. two eurobarometer reports n(DE)≈1000That was why i also called in two reports by the European commission, as I wanted to compare my survey withthe bigger picture, especially when it comes to public awareness and knowledge about the topic.
  • 9. As an individual can you play a role in protecting the environment in Germany. 42% 37% 53% 45% EU27 average Totally agree Tend to agree Germany Totally agree Tend to agree Source: „Attitudes of European Citizens towards the Environment“, Special Eurobarometer #365, European Commission 2011One of the things I learned from reading those reports is, that Germans strongly think, that they can play a rolein environment protection as an individuals.Germany is in the green inner-circle, the blue outer circle is the average of the 27 EU countries.
  • 10. Have you heard of the term „biodiversity“ and do you know what it means? 38% 88% 77% 66% EU27 average I heard of it and I know what it means. I heard of it. Germany I heard of it and I know what it means. I heard of it. Source: „Attitudes of Europeans towards the Issue of Biodiversity“, Flash Eurobarometer #290, European Commission 2010Well, this is nice, but as my project is not about recycling for example it is more interesting to know about theirawareness of what biodiversity actually means.And it seems, they have the highest awareness about biodiversity amongst all EU countries.(Biodiversity is the degree of variation of life-forms, and a measure of the health of eco-systems)
  • 11. Would you say that you personally make an effort to protect biodiversity? YES... NO... 8% 20% 11% 37% 48% 25% 15% 33% EU27 average Yes, I do No, for other reasons Yes, but I would like to do even more No, because I do not know what to do Germany Yes, I do No, for other reasons Yes, but I would like to do even more No, because I do not know what to do Source: „Attitudes of Europeans towards the Issue of Biodiversity“, Flash Eurobarometer #290, European Commission 2010A lot of people say they already do efforts to protect biodiversity - again, more than the european average.But interestingly FAR fewer than the EU average would like to do more.Does it seem like people think they have done enough?Looking at the NO answers, a quarter of the respondents answered they did not do efforts because they don‘tknow what to do, and this turned out to be one of the most important findings that aligned with what I learned inthe interviews and my own survey..
  • 12. „Awareness comes from knowledge, and that is most often lacking. If people walk around with open eyes, a lot more can be achieved“ „People are open and cooperative in general, but they know almost nothing about the site“To quote the caretakers, who have a lot of direct contact with people, they are actually open to the topic, but theydon‘t really know about the issues..To sum up, one can say...
  • 13. People don‘t really know what they can do to protect biodiversity, they feel they have a lack of knowledge.People feel like they just don‘t know what to do because they are lacking the knowledge to.
  • 14. EU funding should be allocated more to support environmentally friendly activities and developments. 42% 44% 47% 45% EU27 average Totally agree Tend to agree Germany Totally agree Tend to agree Source: „Attitudes of European Citizens towards the Environment“, Special Eurobarometer #365, European Commission 2011In general, Europeans think the the EU should invest more in environment protection.
  • 15. Have you heard about the Natura 2000 network? 11% 8% 3% 13% 8% EU27 average Heard of it and knows what it is Heard of it but does not know what it is Germany Heard of it and knows what it is Heard of it but does not know what it is Source: „Attitudes of Europeans towards the Issue of Biodiversity“, Flash Eurobarometer #290, European Commission 2010But for some reason, only a tiny part of the population ever heard of Natura 2000, not to speak of knowing whatit is!By the way: The investment needed for the network is around 5.8 billion € a year...I am pretty sure, that the network could benefit from a higher awareness.
  • 16. Have you heard about the Natura 2000 network? 21% 50% 13% Own survey Heard of it EU27 average Heard of it Germany Heard of it Source: „Attitudes of Europeans towards the Issue of Biodiversity“, Flash Eurobarometer #290, European Commission 2010; Own Survey, 2013In my own survey, half of the people heard of it - which can be explained by the fact, that it has been distributedon environmental protection related platforms..
  • 17. Please estimate your own knowledge of species that are decisive for the designation as protected area. 10% 8% 17% 22% Own survey I have detailed knowledge I have detailed knowledge I have rather good knowledge I have rather good knowledge Source: Own Survey, 2013Still, being asked about the species that are decisive for the protection of the areas close to them, a minoritystates they have good or even detailed knowledge.This means there are strong distinctions across the population and even the ones considered ratherknowledgable say they are lacking knowledge.And this brings me to another important thing that came up often during the interviews:
  • 18. „The problem is when people think nature protection is less important than other things they prefer to do.“ „Some individuals often do not know about the site, or they don‘t care.“People have very diverse oppinions on what nature protection means to them that reach from being really into itto not caring about it at all.
  • 19. There are different groups of people, that have different levels of commitment towards nature protection.There are different groups of people, that have different levels of knowledge and commitment towards natureprotection.
  • 20. level of knowledge level of commitmentSumming up the findings, the most important aspects describing peoples attitude towards nature protectionwerethe level of commitment to nature protectionand the level of knowledge about itI came up with this matrix but there is no empirical data behind this method, it‘s more like a way to visualize thetarget groups a bit more differentiated.
  • 21. level of knowledge level of commitmentFrom analyzing the interviews, i could extract four different groups of people:The first group of people is or has been active in nature protection and has good knowledge about at least onearea of species. That‘s why I called them „The devoted“Second, people who are rather committed to nature protection, have a fairly decent knowledge and are willing toparticipate actively in nature protection as long as it does not overwhelm them. I call them „green souls“ - a lot ofmy survey‘s respondent are in that group.Third, there are people who enjoy nature because of its recreational value, be it sports, hunting or hiking. Theydont know a lot about nature protection, and sometimes prioritize their personal interests towards protection.They are called „hedonists“Last but not least, the fourth group doesnt really have an interest in nature protection, or worse - they see itbeing connected to bans and rules. In the field, it is hard to talk to them, because they just don‘t want to know ordon‘t care.
  • 22. level of knowledge level of commitment “The devoted”From analyzing the interviews, i could extract four different groups of people:The first group of people is or has been active in nature protection and has good knowledge about at least onearea of species. That‘s why I called them „The devoted“Second, people who are rather committed to nature protection, have a fairly decent knowledge and are willing toparticipate actively in nature protection as long as it does not overwhelm them. I call them „green souls“ - a lot ofmy survey‘s respondent are in that group.Third, there are people who enjoy nature because of its recreational value, be it sports, hunting or hiking. Theydont know a lot about nature protection, and sometimes prioritize their personal interests towards protection.They are called „hedonists“Last but not least, the fourth group doesnt really have an interest in nature protection, or worse - they see itbeing connected to bans and rules. In the field, it is hard to talk to them, because they just don‘t want to know ordon‘t care.
  • 23. level of knowledge level of commitment “Green-souls” “The devoted”From analyzing the interviews, i could extract four different groups of people:The first group of people is or has been active in nature protection and has good knowledge about at least onearea of species. That‘s why I called them „The devoted“Second, people who are rather committed to nature protection, have a fairly decent knowledge and are willing toparticipate actively in nature protection as long as it does not overwhelm them. I call them „green souls“ - a lot ofmy survey‘s respondent are in that group.Third, there are people who enjoy nature because of its recreational value, be it sports, hunting or hiking. Theydont know a lot about nature protection, and sometimes prioritize their personal interests towards protection.They are called „hedonists“Last but not least, the fourth group doesnt really have an interest in nature protection, or worse - they see itbeing connected to bans and rules. In the field, it is hard to talk to them, because they just don‘t want to know ordon‘t care.
  • 24. level of knowledge level of commitment “Hedonists” “Green-souls” “The devoted”From analyzing the interviews, i could extract four different groups of people:The first group of people is or has been active in nature protection and has good knowledge about at least onearea of species. That‘s why I called them „The devoted“Second, people who are rather committed to nature protection, have a fairly decent knowledge and are willing toparticipate actively in nature protection as long as it does not overwhelm them. I call them „green souls“ - a lot ofmy survey‘s respondent are in that group.Third, there are people who enjoy nature because of its recreational value, be it sports, hunting or hiking. Theydont know a lot about nature protection, and sometimes prioritize their personal interests towards protection.They are called „hedonists“Last but not least, the fourth group doesnt really have an interest in nature protection, or worse - they see itbeing connected to bans and rules. In the field, it is hard to talk to them, because they just don‘t want to know ordon‘t care.
  • 25. level of knowledge level of commitment “Incurables” “Hedonists” “Green-souls” “The devoted”From analyzing the interviews, i could extract four different groups of people:The first group of people is or has been active in nature protection and has good knowledge about at least onearea of species. That‘s why I called them „The devoted“Second, people who are rather committed to nature protection, have a fairly decent knowledge and are willing toparticipate actively in nature protection as long as it does not overwhelm them. I call them „green souls“ - a lot ofmy survey‘s respondent are in that group.Third, there are people who enjoy nature because of its recreational value, be it sports, hunting or hiking. Theydont know a lot about nature protection, and sometimes prioritize their personal interests towards protection.They are called „hedonists“Last but not least, the fourth group doesnt really have an interest in nature protection, or worse - they see itbeing connected to bans and rules. In the field, it is hard to talk to them, because they just don‘t want to know ordon‘t care.
  • 26. level of knowledge level of commitment “Incurables” “Hedonists” “Green-souls” “The devoted”I think the level of knowledge is something that has a lot to do with your motivation.If you are into something, then you like to learn about it and most probably get more knowledgable, that‘s how itworks with most hobbies...I dont think it necessarely means, that somebody who is entirely commited always knows more than somebodywho is less - and vice versa.
  • 27. level of knowledge users of a public touchpoint level of commitment “Incurables” “Hedonists” “Green-souls” “The devoted”Anyways, i think the users of public touchpoint can be across those groups, no matter how commited they are.I even think, that this touchpoint can be a tool not only to convey information but also to strengthen thecommitment.
  • 28. level of knowledge users of a caretaker touchpoint level of commitment “Incurables” “Hedonists” “Green-souls” “The devoted”After my interviews i realized, that caretakers can‘t be seen as a separate target group at all points. It is more likethey are recruited from the most commited and rather knowlegdable people, so that is where the users for acaretaker touchpoint can be found in those groups.
  • 29. knowledge commitmentI wanted to find some more detailed distinctions between the actual users,so I took the dimensions of knowledgeand commitment further to map the users.The first group of users are specialists, like biologists that have a high knowledge and are committed to natureprotection.Second, there are amateurs, that are really dedicated which is also their motivation to learn more.Then there is the group of skillful citizens - who have quite some knowledge about species for instance, but theymostly act for their own interests.Last, there is the big group of casual users, that are definitely open to the topic, but they don‘t want to beoverwhelmed by to much information or responsibility.
  • 30. knowledge Specialist - highly educated scientist - uses scientific methods and tools commitmentI wanted to find some more detailed distinctions between the actual users,so I took the dimensions of knowledgeand commitment further to map the users.The first group of users are specialists, like biologists that have a high knowledge and are committed to natureprotection.Second, there are amateurs, that are really dedicated which is also their motivation to learn more.Then there is the group of skillful citizens - who have quite some knowledge about species for instance, but theymostly act for their own interests.Last, there is the big group of casual users, that are definitely open to the topic, but they don‘t want to beoverwhelmed by to much information or responsibility.
  • 31. knowledge Specialist - highly educated scientist - uses scientific methods and tools commitment Devoted Amateur - heavily dedicated - eager to learnI wanted to find some more detailed distinctions between the actual users,so I took the dimensions of knowledgeand commitment further to map the users.The first group of users are specialists, like biologists that have a high knowledge and are committed to natureprotection.Second, there are amateurs, that are really dedicated which is also their motivation to learn more.Then there is the group of skillful citizens - who have quite some knowledge about species for instance, but theymostly act for their own interests.Last, there is the big group of casual users, that are definitely open to the topic, but they don‘t want to beoverwhelmed by to much information or responsibility.
  • 32. knowledge Skillful Citizen Specialist - hobby scientist - highly educated scientist - use special equipment - uses scientific methods and tools commitment Devoted Amateur - heavily dedicated - eager to learnI wanted to find some more detailed distinctions between the actual users,so I took the dimensions of knowledgeand commitment further to map the users.The first group of users are specialists, like biologists that have a high knowledge and are committed to natureprotection.Second, there are amateurs, that are really dedicated which is also their motivation to learn more.Then there is the group of skillful citizens - who have quite some knowledge about species for instance, but theymostly act for their own interests.Last, there is the big group of casual users, that are definitely open to the topic, but they don‘t want to beoverwhelmed by to much information or responsibility.
  • 33. knowledge Skillful Citizen Specialist - hobby scientist - highly educated scientist - use special equipment - uses scientific methods and tools commitment Casual Tree-Hugger Devoted Amateur - open to the topic - heavily dedicated - easily overwhelmed - eager to learnI wanted to find some more detailed distinctions between the actual users,so I took the dimensions of knowledgeand commitment further to map the users.The first group of users are specialists, like biologists that have a high knowledge and are committed to natureprotection.Second, there are amateurs, that are really dedicated which is also their motivation to learn more.Then there is the group of skillful citizens - who have quite some knowledge about species for instance, but theymostly act for their own interests.Last, there is the big group of casual users, that are definitely open to the topic, but they don‘t want to beoverwhelmed by to much information or responsibility.
  • 34. knowledge Skillful Citizen Specialist - hobby scientist users of a - highly educated scientist - use special equipment - uses scientific methods caretaker and tools touchpoint commitment users of a Casual Tree-Hugger touchpoint Amateur public Devoted - open to the topic - heavily dedicated - easily overwhelmed - eager to learnAnd this is how where I see the touchpoints of the service...At this point i stopped with the synthesis, because Ifound myself defining which features would be appropriate for wich group and that felt a bit early in the process.
  • 35. MonitoringSo i stopped there and looked into something else:The term that was omnipresent throughout all the time until now, is „Monitoring“. I took a step back and thoughtabout what it actually can mean and involve...
  • 36. This is an example of an EU funded project...It is a Fish-Robot that collects data about water-pollution inharbours. The robot collects samples and analyzes them and sends the information to a lab in real-time (whichis a big advantage towards using divers. The robot works in a swarm that interchanges data, for example to finda source for pollution together.
  • 37. Another thing i think was pretty interesting, was a project called FLOAT, made by two students.It is a project to measure air-quality in Beijing by using kites. The students provide the code and wiring diagramsand facilitate workshops to let users build their own sensors. That way they try to initiate a dialogue on urbanenvironmental health issues by engaging city dwellers to activelly monitor their environment.
  • 38. Lapka is similar in some points, still very different. It is a pocket-laboratory for the iPhone, combining differentsensors like radiation, electromagnetic fields, humidity, nitrate. It costs 220$ and clearly targets people who areaware of mainly health-related qualities of their einvironment, for instance young wealthy parents with a baby.
  • 39. This one is made by an interactive artist for the Fashion Brand Pimkie.He installed cameras in three European Cities and wrote some code that analyzes the colors people wear who gopast...
  • 40. On the webpage, people can see which colors people wore during the last week or month.This is definitely not a project made to collect serious scientific data. But it shows up how data and code canprovide information that a lot of people may enjoy or find useful personnaly. At the same time, the brand canmarket their products, but this comes from the commercial origin of the project.
  • 41. There are tons of other personal monitoring solutions, countless sport-tracking products, like adidas MiCoach orNikePlus, even more solutions to monitor energy and water consumption, and some more unusual things, like agardening assistant or an application for kids with cancer to monitor their desease, so the doctors can be treatthem better...
  • 42. And on the other hand there are dozens of crowd-sourced monitoring solutions, many of them are map-based. Iguess you all know crimespotting, and there are others, that, for example, map clean water-sources indeveloping countries, or marine infrastructure.I also stumbled upon another platform that helps managers to monitor their employees mood - you can monitorquite a few things...
  • 43. People really love monitoring.My finding here is: People really love monitoring...I asked myself what are the reasons for that?
  • 44. satisfy curiousity gain (scientific) knowledge create commercial value social or environmental benefits personal interestsMaybe the strongest driver is curiosity, i guess thats true for a lot of things humanity does...To gain knowledge or create commercial value are probably the most obvious reasons, as data is a very preciousgood nowadays. Social and environmental monitoring approaches became widespread due to technologicalprogress, and as more people have access to to technology. Last but not least: People monitor for personalinterests, like training or energy consumption. I think, some of those motivations will be more relevant for myprojects, others probably less.
  • 45. knowledge Skillful Citizen Specialist - hobby scientist - highly educated scientist - use special equipment - uses scientific methods and tools commitment Casual Tree-Hugger Devoted Amateur - open to the topic - heavily dedicated - easily overwhelmed - eager to learnAfter taking this little inspirational detour, i returned to the model i created before and allocated some of thesoutions to the user groups.
  • 46. knowledge Network Assistance Bonding commitment Introduction Education Incitement Specialization InvolvementThen I had a closer look on those projects to extract some of the benefits they have for the user.For example, an online platform where mariners can put in and retrieve data leads to a stronger network as theyall learn from each other, where a DIY-project on monitoring air-pollution educates people who participate,giving them a better knowledge about the issue. And in the end, these are exactly the aspects I aim to cover withmy project as well.
  • 47. knowledge commitmentSo, finally, the questions i want to answer during the ideation are the following:
  • 48. knowledge commitment How to convey the knowledge people need and motivate them in the long run without over- whelming them?So, finally, the questions i want to answer during the ideation are the following:
  • 49. knowledge commitment How to convey the How can I provide a large knowledge people need amount of on-demand and motivate them in the information that rewards the long run without over- user with deeper knowledge? whelming them?So, finally, the questions i want to answer during the ideation are the following:
  • 50. knowledge How can I make the user more involved and connect him to other skilled users to build a strong network? commitment How to convey the How can I provide a large knowledge people need amount of on-demand and motivate them in the information that rewards the long run without over- user with deeper knowledge? whelming them?So, finally, the questions i want to answer during the ideation are the following:
  • 51. knowledge How can I make the user How can the platform assist more involved and connect highly skilled specialists with him to other skilled users to their work without imposing build a strong network? unwanted burdens? commitment How to convey the How can I provide a large knowledge people need amount of on-demand and motivate them in the information that rewards the long run without over- user with deeper knowledge? whelming them?So, finally, the questions i want to answer during the ideation are the following:
  • 52. Where to find the answers?Starting with the essentilly most important stakeholder of this project: Can animals themselves help withmonitoring their own habitats? There are already quite a few species equipped with sensors, maybe there is evenmore potential there? Is there even a need for sensors?
  • 53. This is the coverage of Geocaches in Germany - and it shows pretty well that a compelling experience canmobilize a lot of people - and it shows up another important aspect: Games or Game mechanics are verypowerful to involve people.
  • 54. I guess all of us know, that it is really catching to build your own stuff, and this is something that may beinteresting for my project to look into: if nature conservation and DIY have a common denominator, or ifinexpensive selfmade tools can have an impact. Maybe some sort of pocket-lab is interesting?
  • 55. Not to forget: There a numerous sources of information and data, like API‘s or tools, that are free and/or open-source and really interesting to use in my project. I started to look into this area, but it is enormous, and I stilldon‘t want to be too restricted by technology in this phase of the project.
  • 56. Next steps Ideating around the four questions A workshop to broaden and refine ideas Start prototyping and evaluating ideas Decide in conjunction with my partner Picture: M.Bathen, NABU