Tuesday, August 5, 2008 - 3:40 PM

OOS 9-7: Changing public behavior: Increase citizen involvement using target audience research

Elaine L. Andrews, University of Wisconsin

Background/Question/Methods

This paper summarizes the purpose and sample results of a meta-analysis study to describe a body of information that water educators can use to guide their work, and to identify what questions to ask when considering work with a particular target audience. The study compiles Best Education Practices (BEPs) for fourteen different audiences studied by water and environmental outreach research published from 1988-2004. Best education practices are clearly defined practices or programs that have been “refined through repeated delivery and supported by a substantial body of research” (Fedler, 2001, p.7). The meta-analysis applied rigorous and documented procedures to identify and organize research-based information to identify methods for water education and outreach that were shown to be best practices for educating specific target audiences. Studies were selected by their focus on at least one of 19 audiences identified by a national advisory team and by their application of research methodologies. Findings were organized and discriminated by narrative categories described by several authors. Evaluation and characterization of research methods combined research characteristics captured by four schemes into a unified scheme that rated the quality of each study on six characteristics.
Results/Conclusions

BEPs identified through this process will make it easier than in the past for educators to apply the most appropriate information when designing initiatives that build citizen skills and motivation to address complex water management scenarios. The process identified a number and diversity of studies available to guide water educator efforts, but also indicated large gaps in research. Recommendations and project products are based on findings reported in 96 research articles. Farmers were the most widely studied audience and landowners the next most studied group. Based on the quality of research, we believe that the findings reported in the analysis and in related reference pieces are reliable. Findings are reported in a report and in a searchable database at http://wateroutreach.uwex.edu/. A recent effort applies the same methodology to include results from 2004-07 studies.

The study pointed to the complexity of identifying and practicing effective outreach techniques which respect citizen decision-making processes, but lead to a more universal commitment to careful management of the water resource and its related human and natural ecosystems. Building educator skills in implementing effective practices will make a difference. Research that amplifies these results will increase understanding for how to make that difference.