Citizen Science & Scientific Crowdsourcing – week 2 – Google Local Guides

The first week of the “Introduction to Citizen Science and Scientific Crowdsourcing” course was dedicated to an introduction to the field of citizen science using the history, examples and typologies to demonstrate the breadth of the field. The second week was dedicated to the second half of the course name – crowdsourcing in general, and its utilisation in scientific contexts. In the lecture, after a brief introduction to the concepts, I wanted to use a concrete example that shows a maturity in the implementation of commercial crowdsourcing. I also wanted something that is relevant to citizen science and that many parallels can be drawn from, so to learn lessons. This gave me the opportunity to use Google Local Guides as a demonstration.

My interest in Google Local Guides (GLG) come from two core aspects of it. As I pointed in OpenStreetMap studies, I’m increasingly annoyed by claims that OpenStreetMap is the largest Volunteered Geographical Information (VGI) project in the world. It’s not. I guessed that GLG was, and by digging into it, I’m fairly confident that with 50,000,000 contributors (of which most are, as usual, one-timers), Google created the largest VGI project around. The contributions are within my “distributed intelligence” and are voluntary. The second aspect that makes the project is fascinating for me is linked to a talk from 2007 in one of the early OSM conferences about the usability barriers that OSM (or more general VGI) need to cross to reach a wide group of contributors – basically about user-centred design. The design of GLG is outstanding and shows how much was learned by the Google Maps and more generally by Google about crowdsourcing. I had very little information from Google about the project (Ed Parsons gave me several helpful comments on the final slide set), but by experiencing it as a participant who can notice the design decisions and implementation, it is hugely impressive to see how VGI is being implemented professionally.

As a demonstration project, it provides examples for recruitment, nudging participants to contribute, intrinsic and extrinsic motivation, participation inequality, micro-tasks and longer tasks, incentives, basic principles of crowdsourcing such as “open call” that support flexibility, location and context aware alerts, and much more. Below is the segment from the lecture that focuses on Google Local Guides, and I hope to provide a more detailed analysis in a future post.

The rest of the lecture is available on UCLeXtend.


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Professor of GIScience, University College London

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