Internet-based monitoring of public perception of conservation

Monitoring public perception of conservation is essential to ensure successful conservation outcomes. However, evaluating attitudes towards conservation projects presents daunting challenges because it is time consuming, expensive and open to social biases and small sample-size errors. Here, we present a recently developed approach to overcome these limitations – Internet-based methods - in particular offsite and onsite metrics. Offsite methods refer to Internet data mining tools that extract Internet search queries, such as Google Trends, while onsite methods refer to programmes that monitor traffic within websites, such as Google Analytics. We explore the potential of these methods rather…