































   Advancements in Agricultural Development 
  Volume 5, Issue 3, 2024 
  agdevresearch.org 

 

1. Christine L. Krebs, Communications Manager, UF/IFAS Center for Aquatic and Invasive Plants, University of Florida, 7922 

NW 71 Street Gainesville, FL 32653, ckrebs@ufl.edu,  https://orcid.org/0000-0001-9278-3388  
2. Jamie L. Loizzo, Associate Professor, Agricultural Education and Communication Department, University of Florida, 121D 

Bryant Hall, PO Box 112060 Gainesville, FL 32611, jloizzo@ufl.edu,  https://orcid.org/0000-0002-5575-2918  
3. Candice Prince, Former Assistant Professor, UF/IFAS Center for Aquatic and Invasive Plants, University of Florida, 7922 NW 

71 Street Gainesville, FL 32653, cprince@ufl.edu,  https://orcid.org/0000-0003-4993-1749  
4. Jason Ferrell, Center Director and Professor, UF/IFAS Center for Aquatic and Invasive Plants, University of Florida, 7922 NW 

71 Street Gainesville, FL 32653, jferrell@ufl.edu,  https://orcid.org/0000-0003-4442-8212  
55 

 

A Survey of Listeners' Perceptions of an Extension-Produced 
Invasive Plant Podcast 

 
C. L. Krebs1, J. L. Loizzo2, C. Prince3, J. Ferrell4 

 
 

Article History 
Received: December 15, 2023 
Accepted: April 1, 2024 
Published: May 6, 2024 
 
 
Keywords 
dialogic model; science 
communication; biodiversity; Florida   

Abstract 
Science communication and university Extension initiatives are evolving 
in response to society’s needs and an ever-changing digital landscape. 
The UF/IFAS Center for Aquatic and Invasive Plants (CAIP) has recently 
launched a podcast called Working in the Weeds (WITW). We surveyed 
podcast listeners to find out their motivations for listening and asked for 
their feedback on current episodes and future content. The survey 
revealed that a majority of respondents were individuals who work in the 
world of invasive plants. Many respondents were introduced to the 
podcast through work and listen to learn more about relevant research 
and information, to feel connected to the Center, and to be entertained. 
Overall, the respondents were satisfied with the podcast production 
elements and the variety of episode styles. Based on open-ended 
responses, listeners described that the podcast shares science in a 
meaningful way and the Center should continue producing episodes that 
highlight invasive plant research. Some respondents suggested future 
episodes should cover specific invasive plants, environmental impacts, 
herbicide use and safety, management techniques, and social issues 
surrounding invasive plant management. 

mailto:ckrebs@ufl.edu
https://orcid.org/0000-0001-9278-3388
mailto:jloizzo@ufl.edu
https://orcid.org/0000-0002-5575-2918
mailto:cprince@ufl.edu
https://orcid.org/0000-0003-4993-1749
mailto:jferrell@ufl.edu
https://orcid.org/0000-0003-4442-8212


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Introduction and Problem Statement 
 
Invasive plants are an environmental issue entangled with the natural and social world (Head, 
2017; Rajan et al., 2023). The effects of invasive plants, like hydrilla (Hydrilla verticillata), can 
impact a variety of stakeholders such as anglers, recreational boaters, waterfront property 
owners, and ecotourism businesses particularly in the Southeastern United States (Fouts et al., 
2017). Discussions about invasion science, policy, and management are complicated and 
controversial due to differing values among varied stakeholder groups (Fouts et al., 2017; Rajan 
et al., 2023). Extension services include scientists, specialists, agents, and staff who educate and 
promote research-based information about agricultural, community, and natural resource 
science (Warner et al., 2022). Extension’s science education and outreach efforts can be 
enhanced using digital media like podcasts (Loizzo et al., 2023; Strickland et al., 2021). Podcasts 
are downloadable audio files streamed online for individuals to subscribe and listen to new 
episodes typically related to a specific theme (Cambridge University Press, 2023). 

The UF/IFAS Center for Aquatic and Invasive Plants (CAIP) launched a podcast in January 2022 
titled Working in the Weeds. WITW aims to regularly connect stakeholders with the Center’s 
research and inform them about invasive plant issues and programs. Podcast episodes range 
from science storytelling to invasive plant descriptions to discussions about plant management 
research to trivia games that review previous content. While podcasts can be ideal for sharing 
information, listener engagement is often difficult to measure beyond downloads and 
demographics. The purpose of this study was to examine WITW listeners’ perceptions of the 
podcast and gain insight into how different episodes enhance Extension’s educational and 
engagement efforts. 

Theoretical and Conceptual Framework 
 
The dialogic model of public relations served as the theoretical lens for this study (Kent & 
Taylor, 1998). Kent and Taylor (1998; 2021) described how technology can foster relationships 
through the strategic use of these tools for engagement between organizations and their 
stakeholders. Dialogic science communication can involve communication between and within 
specialized groups, or through a mass communication medium with a large, diverse audience. 
Moving from the traditional deficit model, the dialogic approach to science communication 
emphasizes a dyadic relationship between the expert and their audience (van der Sanden & 
Meijman, 2008). This relationship allows scientists and non-experts to create meaning from 
scientific information together (Yuan et al., 2017). “Dialogue is not about winning or convincing, 
but about informing the other or oneself about facts, concepts, notions, feelings, emotions and 
fears” (van der Sanden & Meijman, 2008, p. 91). Besley et al. (2018) discussed that in addition 
to knowledge gain and appreciation for science, communication objectives should also relate to 
trust and relationship building between scientists and the public. 

Podcasting can serve as an accessible, credible, and relevant method for communicating 
science in Extension (Chivers et al., 2022). Yuan et al. (2022) found that science podcasters 
prioritize several goals related to valuing science, personal decision-making, policymaking, and 

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highlighting careers in science. They also found that science podcasters utilized a combination 
of interviews, storytelling, statistics, emotion, and audience interactions as communication 
tactics for their episodes. This survey served as a form of listening to audience members’ 
feedback to shape future conversations for the WITW podcast and to be a model for how other 
Extension podcast productions could leverage similar assessment approaches to effectively 
engage in listener-centered dialogue. 

Purpose 
 
The purpose of this study was to gain a better understanding of the WITW listening audience 
after its initial launch. We aimed to identify the characteristics of the WITW audience, 
determine their overall satisfaction and motivation for listening, and capture listeners’ 
recommendations for future episodes. The following research questions (RQs) guided the 
study: 
1. How did listeners discover WITW? 
2. Why do they listen to WITW? 
3. What is their level of satisfaction with the WITW production? 
4. What content should the podcast consider covering next? 

 
Methods 

 
Survey Design and Distribution 
The survey included a combination of multiple-choice and open-ended questions. We 
developed a listener survey that included modified items from the Edison Research Podcast 
Listener Survey (Edison Research & Triton Digital, 2021) as well as additional items specific to 
the content of the WITW podcast. Our survey incorporated modified Edison Research items 
about the WITW audience members’ gender, age, and education level. We added an additional 
item about respondents’ careers in relation to the podcast’s invasive and aquatic plants 
context. For RQs 1 and 2, we used multiple choice survey questions with response items related 
to the Center’s communication channels and the podcast’s content. For RQ 3, we used eight 
items to assess listeners’ satisfaction in podcast production elements such as the length of 
episodes, hosting style, storytelling, scientific information, and more. For RQ 4, the survey 
included multiple-choice questions that asked respondents about their episode content 
preferences and an open-ended question. The respondents could select all that apply from five 
content format options that the podcast offers. Through the follow-up open-ended question, 
respondents could also share their ideas for future episode content and formats that the 
podcast producers and experts may not have otherwise considered. The survey was delivered 
through Qualtrics, an online survey tool. The data was analyzed in Microsoft Excel. 

We had three approaches to participant recruitment. First, we highlighted the podcast and 
discussed the relevant content at the Florida Aquatic Plant Management Society (FAPMS) 
Conference (a stakeholder training conference) on October 4, 2022. At the end of the 
presentation, we projected a QR code and link to the listener survey projected on a screen in 

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front of the room, and attendees who had listened to at least one episode were encouraged to 
participate. The second recruitment method involved social media posts on the UF/IFAS CAIP 
social media platforms (Facebook, Instagram, LinkedIn, and Facebook). These posts appeared 
on November 4 and December 1, 2022. Then, to reach listeners who did not attend the 
conference or follow CAIP on social media, two emails (October 10 and November 30, 2022) 
were sent among their existing listservs (n= 2,467 emails). We acknowledge that through these 
recruitment methods, many of the recipients may not have listened to WITW. To weed out 
non-listeners from listeners, the survey asked participants if they had ever listened to the 
podcast. This resulted in a total of 24 podcast listeners completing surveys. 

Survey Respondents 
Based survey results, most respondents were male (f =14, 58.3%), 25% (f = 6) were female, and 
17% (f = 4) preferred not to answer. Respondents’ ages ranged from 18 to 59+, and 25% (f = 6) 
preferred not to answer. Education levels varied among respondents. Approximately 33% (f = 8) 
had obtained a graduate degree, 25% (f = 6) had a high school degree or GED, 25% (f = 6) had a 
bachelor’s degree, about 13% (f = 3) had completed some college or an associate degree, and 
4% (f = 1) preferred not to answer. Most survey respondents (88%, f = 21) identified as 
someone who works in the weeds defined as being “involved in the field of aquatic and invasive 
plant management” in the survey.  

The study had two major limitations. First, the generalizability of the results is limited in that 
they reflect a sample of listeners from one science-based podcast. Also, all respondents were 
either professionals, researchers, or students. The survey was distributed through a 
professional conference and existing CAIP communication channels. Therefore, there is little 
known about the perceptions of listeners who are not involved in the field of aquatic and 
invasive plant management. 

Subjectivity Statement 
As a collaborative group of researchers, we acknowledge our direct involvement and interest in 
the success of this podcast. Our in-depth understanding of the podcast’s planning, production, 
and promotion process may have influenced our interpretation of the findings. The entire 
research team has an appreciation for Florida’s natural resources and interest in the impact of 
invasive plants. We are committed to sharing and interpreting the findings with integrity.  

Findings 
 
How did listeners discover WITW? 
Respondents were asked to share how they first discovered the podcast (see Table 1). Almost 
half (f =11, 45.8%) of the respondents discovered WITW through a work or school 
recommendation. Followed by the CAIP e-newsletter announcement (f = 6, 25%) and other 
means (f = 4, 16.7%) including: the FAPMS conference, Twitter (now X), and direct 
communication with the Center.  

 

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Table 1 
 
How the respondents first discovered the podcast (N = 24) 

Variable f % 
Recommended at work or school 11 45.8 
CAIP e-newsletter announcement 6 25 
Recommended by a family member 1 4.2 
Through a Facebook post 1 4.2 
Through Instagram 1 4.2 
Other 4 16.7 

 
Why do they listen to WITW? 
Next, respondents were asked to select all options that related to their motivation for listening 
to the podcast (see Table 2). Most listen to WITW for a variety of reasons, whether it’s to learn 
about new research (f = 21, 87.5%), to keep up with invasive plant terminology and information 
(f = 18, 75%), to learn new core material for my job (f = 16, 66.7%), to feel connected to CAIP (f = 
15, 62.5%), or to be entertained and listen to stories (f = 14, 58.3%). Four respondents also (f = 
4, 16.7%) listen to learn about careers in science and natural resources (f = 4, 16.7%).  

In addition to the provided motivations, three (f = 3, 12.5%) respondents also selected “Other” 
and provided explanations. Two of them were private applicators that listen to WITW so that 
they can inform others. Their statements were: Knowledge to pass to curious persons and/or 
stakeholders and to keep myself aware of the information covered so I may refer others to it. 
When I receive questions, I can refer the questioner to any of the episodes that may [expand] on 
the subject. The other respondent, an academic peer, shared their motivation for listening is 
because they are: Just curious on your format. 

Table 2 

Survey Respondents’ Motivations for Listening to WITW (N = 24) 
Variable f % 
   To learn about new research 21 87.5 
   To learn new core material for my job 16 66.7 
   To feel connected to the CAIP 15 62.5 
   To keep up with invasive plant terminology and information 18 75 
   To be entertained and listen to stories 14 58.3 
   To learn about careers in science and natural resources 4 16.7 
   Other 3 12.5 

 
What is their satisfaction with WITW production? 
Overall, respondents were satisfied with the WITW production elements (see Table 3). A 
majority of the respondents indicated that they were either “Very Satisfied” (f = 20, 83.3%) or 
“Satisfied” (f = 3, 12.5%) with the podcast hosts; yielding one “neutral” (f = 14, 4.2%) response. 
Respondents were mostly “Very Satisfied” (f = 20, 83.3%) or “Satisfied” (f = 3, 12.5%) with the 

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interaction and flow between the hosts and guests. However, one respondent (f = 1, 4.2%) 
shared that they were “Dissatisfied.” Getting feedback on the amount of storytelling and 
scientific information in the episodes was important. About 75% of respondents were either 
“Very Satisfied” (f = 14, 58.3%) or “Satisfied” (f = 4, 16.7%) with the amount of storytelling. 
Some respondents felt “Neutral” (f = 2, 8.3%) or “Dissatisfied” (f = 1, 4.2%). One respondent (f = 
1, 4.2%) did not select their satisfaction level. About 95% of respondents were “Very Satisfied” 
(f = 18, 75%) or “Satisfied” (f = 5, 20.8%) with the amount of scientific information in the 
episodes and one respondent (f = 1, 4.2%) felt “Neutral” on the matter. 

Table 3 

Listeners’ level of satisfaction with various podcast production elements (N = 24) 
Variable f % 
The podcast hosts   
       Very Satisfied 20 83.3 
       Satisfied 3 12.5 
       Neutral 14 4.2 
The interaction and flow between the hosts and guests   
       Very Satisfied 20 83.3 
       Satisfied 3 12.5 
       Dissatisfied 1 4.2 
The amount of storytelling in the episodes a    
       Very Satisfied 14 58.3 
       Satisfied 4 16.7 
       Neutral 2 8.3 
       Dissatisfied 1 4.2 
The amount of scientific information in the episodes   
      Very Satisfied 18 75 
      Satisfied 5 20.8 
      Neutral 1 4.2 
The episode lengths   
     Very Satisfied 13 54.2 
     Satisfied 9 37.5 
     Neutral 1 4.2 
     Dissatisfied 1 4.2 
Audio/sound quality   
     Very Satisfied 19 79.1 
     Satisfied 4 16.7 
     Neutral 1 4.2 
The music/theme song b   
     Very Satisfied 12 50 
     Satisfied 4 16.7 
     Neutral 6 25 
How frequently episodes are released c   
     Very Satisfied 13 54.1 
     Satisfied 7 29.2 
     Neutral 3 12.5 

Note. a Response missing from 1 participant.; b Responses missing from 2 participants.; c Response 
missing from 1 participant. 

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In addition to the content, the researchers were interested in knowing how satisfied listeners 
are with the construction of the podcast. First, their satisfaction with the episode length and 
frequency was gauged. Most respondents were either “Very Satisfied” (f = 13, 54.2%) or 
“Satisfied” (f = 9, 37.5%) with the episode lengths (about 30 minutes). One respondent felt 
neutrally about it, and another (f = 1, 4.2%) was “Dissatisfied”. About 83% are either “Very 
Satisfied” (f = 13, 54.1%) or “Satisfied” (f = 7, 29.2%) with how frequently episodes are released. 
Three (f = 3, 12.5%) felt “Neutral” about the frequency and one respondent (f = 1, 4.2%) left it 
blank. 

Then, respondents were asked about the audio/sound quality and the music/theme song. Over 
90% of respondents were either “Very Satisfied” (f = 19, 79.1%) or “Satisfied” (f = 4, 16.7%) with 
the audio/sound quality of the podcast; one respondent (f = 1, 4.2%) felt “Neutral” about it. 
Over 60% of respondents were either “Very Satisfied” (f = 12, 50%) or “Satisfied” (f = 4, 16.7%) 
with the music/theme song. Twenty-five percent (f = 6, 25%) felt neutrally about the music 
selection and others (f = 2, 8.3%) chose not to respond. 

What content should the podcast continue or consider next? 
Currently, the podcast releases episodes in a variety of styles including science storytelling, 
interviews with researchers, and educational episodes that review scientific concepts related to 
plant management. Respondents were asked to select from a list of episode styles that they 
would be interested in hearing more of (see Table 4). Respondents (f = 21, 87.5%) were 
interested in hearing more “interviews with plant management researchers and other related 
sciences” and “science storytelling (history, research failures and successes, etc.” The other 
episode style options were also of interest to the respondents with 83% (f = 20) interested in 
“interviews with people who work in invasive plant management,” 79% (f = 19) interested in 
“educational episodes that review important topics about plant management,” and 71% (f = 17) 
wanted to hear “information about programs and resources related to plant management.” 

Table 4 

Episode styles listeners are interested in hearing more of (selected all that apply) (N = 24) 
Variable f % 
Interviews with plant management researchers and other related sciences 21 87.5 
Interviews with people who work in invasive plant management 20 83.3 
Educational episodes that review important topics about plant management 19 79.2 
Information about programs and resources related to plant management 17 70.8 
Science storytelling (history, research failures and successes, etc.) 21 87.5 

 
After the episode-style question in the survey, there was an open-ended question that asked 
respondents to share feedback or suggestions that they have for the podcast. Eight of the 
twenty-four respondents completed the question. All eight responses were open and axial 
coded to identify two themes: (a) Science is shared in a meaningful way, and (b) listeners 
recommended to carry on the conversation. 

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Theme 1: Science is shared in a meaningful way. 
The first theme related to the podcast was that science is shared in a meaningful way. Listener 
responses described the quality of the podcast and how it made them feel. One respondent 
said, “I love the quality of this podcast. It is the only science-based podcast I listen to.” A couple 
of respondents provided positive feedback on the content. One wrote, “I like how the podcast 
is never boring.” They explained, “I usually have a hard time staying focused while listening to 
eBooks or podcasts. That says a lot for my ADHD brain!” They recommended to alternate 
“between historical and current research” and wished “Good luck!” Another respondent shared 
their impression of specific episodes:  

I think that “Florida's Lakes and Landscapes” is the BEST explanation I've heard about 
our unique FL lakes and the invasive aquatic species issues they have. I also particularly 
liked the water hyacinth series you did, and the recent "How Are Invasive Plants 
Managed/Pros and Cons of Management Techniques." I think the combination of 
historical accounts and information about the current state of specific invasive species 
issues is invaluable. I think the greatest value of this podcast is your ability to share 
important, real information and data in a way that is exciting and understandable to the 
public. 

 
One respondent expressed their appreciation for the podcast from an educational and personal 
perspective: 

I would suggest however to not lose sight of the educational potential here. I 
understand how difficult it may be to put this program together. I also understand that 
it should be expected to be more difficult to maintain the effort. When the effort 
becomes burdensome, when the excitement that comes with freshness begins to wane 
remember that somewhere out there in the listening audience is an applicator that has 
been treating mats of hyacinth in the elements for decades. What you do and have done 
here brightens the day and helps to remind those often-weary soldiers that what they 
are doing is important, that it matters, and some part of society gets it. It is not 
necessarily cheerleading, but it certainly is legitimizing. 
 

These responses highlight the accessibility and relationship building capacity of science-based 
podcasts. 

Theme 2: Listeners recommended to carry on the conversation.  
The second theme, carry on the conversation, related to the responses that suggested content 
for future episodes. Listeners’ suggestions included WITW future topics should focus on 
invasive species and how they impact popular environmental issues. One respondent requested 
that future episodes should focus on specific invasive plant species: “How about a deep dive 
into other major plant species such as hydrilla (and other submersed) and the wonderful world 
of algae?” Another respondent listed ideas like: “short interviews with applicators...,” 
“summarized research,” and “success stories in invasive plant management.” A third 
respondent suggested tackling topics that address concepts related to invasive plant 
management. He referenced a specific study focused on low-level maintenance control, or 
proactive management, and herbicide fate in the environment. They said the podcast should: 

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...maybe expand on more of the science i.e. Dr Joyce's study and how it relates to 
maintenance control...breakdown of herbicides (half-life) in the environment 
...bioaccumulation etc.  Though I (and y'all) understand those topics...the general 
listener may be enlightened. 

Another respondent suggested conversations on the “value in novel ecosystems, herbicide 
resistance, [and] how to minimize non target effects.” It was also recommended that episodes 
could involve discussions about: 

Perception issues for the control of invasive plants. Novel herbicide or other non-
herbicide approaches for invasive plant control. Discussions on climate change and what 
it means more specifically to invasive plant control. New research on the control of 
invasive plants. 
 

These suggestions can help the podcast producers and scientists involved gain a better 
understanding of the educational needs of their listeners. 

Conclusions, Discussion, and Recommendations 
 
Most of the WITW listeners identified as professionals whose work related to invasive plant 
management. Motivations for listening were related to the podcast’s mission of sharing content 
related to the research and management of invasive plants. Respondents shared that they felt 
the podcast served as a source of information and entertainment. The podcast is a personal 
learning tool and a resource to pass along to others. Future content should continue to blend 
storytelling and science-based content. Respondents shared that they would like future 
episodes about research summaries, interviews with invasive plant professionals, discussions 
on techniques, herbicide science and safety, and plant-specific episodes. Other respondents 
encouraged future episodes to have topics related to the bigger picture like other 
environmental issues, public perception, herbicide science and safety, and success stories. 

Since the survey was conducted and analyzed, the podcast hosts have used the feedback and 
suggestions to inform the creation of future episodes. For example, some respondents 
proposed episodes with specific information on invasive plants. The following season’s episodes 
were all ‘plant deep dives’ where the podcast hosts and guests talked about specific plant 
species and how their physiology makes them invasive.  

Based on our experiences producing a science-based podcast, we believe it is important for 
Extension professionals who are also producing podcasts or considering adding podcasts to 
their outreach and engagement efforts to strategically balance messaging with science 
information and storytelling. They should also encourage listener feedback at the end of every 
episode and promote the podcast through communication channels that will reach their 
intended audience. Podcasting can serve as a way for expert scientists at land grant universities 
and other organizations to regularly cultivate relationships with key stakeholders and enhance 
communication efforts (Yuan et al., 2017). This format of communication can connect primary 
stakeholders, colleagues, and general audiences with the science and story behind the work 

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that they do. This communication medium provides accessible and digestible learning 
opportunities. We encourage using this technology to communicate scientific topics to primary 
stakeholder groups or broader audiences. Also, as Extension professionals look for ways to 
dialogue with their podcast audiences and assess the impact of their podcast (Loizzo et al., 
2023), the survey method and items used in this study could be adapted to other Extension 
podcast contexts and topics. Future research methods could include cognitive evaluation of 
what listeners have learned from podcast episodes as well as how they applied the content to 
their daily lives which could help Extension measure behavior change. 

Acknowledgments 
 
Author Contributions: C. L. Krebs – Conceptualization, methodology, writing the original draft, 
data collection, and analysis; J. L. Loizzo – Methodology, writing review and editing; C. Prince – 
Writing the original draft; J. Ferrell – Writing review and editing, supervision. 
 

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