Crowd science – how and when to involve the public in scientific research

What is crowd science?

Crowd science involves opening up scientific research processes to broader participation beyond professional scientists. Unlike the misconception that crowds are "dumb," Sauermann emphasizes that crowd science leverages collective intelligence, specialized knowledge, and diverse perspectives of participants responding to open calls for contribution.

"When we use concepts of crowd, it's not about them being mindless. It's really just about a large number of people who are participating in something based on a call for contributions," explains Sauermann.

The professor distinguishes crowd science from related concepts:

• Crowdsourcing is similar but typically applies to innovation contexts like developing marketing campaigns or logos.
• Citizen science emphasizes non-professional participants, while crowd science can involve both professionals and non-professionals.
• Crowd science focuses on broad, open calls for contributions to scientific research.

Why involve crowds in scientific research?

In their work, Sauermann and Poetz identify three key rationales for involving crowds in scientific research:

1. Crowd volume: when there simply aren't enough scientists to collect the necessary data, such as tracking bird populations worldwide
2. Broadcast search: when seeking rare or specialized knowledge that might exist outside traditional scientific communities
3. Different perspectives: when personal experience provides critical insights, such as patients living with a medical condition offering perspectives that researchers might miss

"One of the famous crowd science organizers, Chris Lintott [Zooniverse]... was actually asked, 'Oh, what about all these people? Don't we use people's valuable time for something that's maybe not as valuable as other things?' He said, 'When you think about how much time people spend watching television and shows that don't do anything either...'" Sauermann shares, suggesting that participating in crowd science projects can be a meaningful alternative to passive entertainment activities. This perspective highlights how crowd science can provide purposeful engagement opportunities while contributing to scientific advancement.

Real-world examples

Sauermann highlights several successful applications of crowd science:

• eBird: A Cornell University platform where bird watchers systematically collect data on bird species, creating global maps of bird distribution that benefit climate research and environmental monitoring
• Foldit: A project that engages participants in determining protein structures – work so significant that its co-founder received a Nobel Prize

Challenges and best practices

Despite its potential, crowd science comes with challenges. The biggest hurdle? Actually attracting participants. Sauermann advises:

• Be clear about why crowd participation matters for your specific project.
• Consider whether you need a large crowd or a smaller group of specialized contributors.
• Leverage existing platforms that already have engaged communities.
• Ensure reciprocal benefits – participants should gain value from their contribution.

Applications in business

While the book primarily addresses scientific research, Sauermann sees applications for businesses, particularly science-based corporations. He notes two potential challenges for corporate adoption:

Participant motivation may be more complex when profit is involved: "It's probably a little more difficult to convince people to participate because there is this potential concern about, 'Oh, you're making money, and I'm doing it for free,'" Sauermann explains. While academic research is seen as a public good, corporate projects may face trust barriers.

Corporate confidentiality requirements may conflict with the open data practices typical in crowd science: "What's also very common in these crowd science projects is that the data are public," Sauermann points out, citing how projects like eBird make all collected data available in public databases. "Companies may not always be able or willing to be so open in their processes," which creates a fundamental tension with the transparency that often characterizes successful crowd science initiatives.

Nevertheless, many companies already successfully use crowdsourcing for innovation and product development, suggesting potential for wider application of crowd science principles in corporate R&D.

Getting started with crowd science

For those interested in exploring crowd science, Sauermann recommends starting by identifying current "pains" in your research process:

• Do reviewers complain about small sample sizes? Crowds could help collect more data.
• Are your research questions considered uninteresting? Ask crowds for novel perspectives.
• Need specialized knowledge? Tap into diverse crowd expertise.

The key is ensuring mutual benefit – creating value for both researchers and participants.

Professor Henry Sauermann is the ESMT Chair in Entrepreneurship and director of the Institute for Endowment Management and Entrepreneurial Finance at ESMT Berlin. To learn more about crowd science and access the open-access book "How and When to Involve Crowds in Scientific Research," visit sciencewithcrowds.org.