Using Mixed Methods to Develop a Frame-Based Private Landowner Typology

An important goal of community-based management is to engage a wider network of stakeholders in conservation and management decisions. Using mixed methods, we constructed a frame-based private landowner typology to identify landowner response patterns to vernal pool conservation and management in Maine. Drawing on data from interviews and focus groups, we identified two opposing frames that described landowner views on vernal pools (personal gain and personal loss). A mail survey identified three groups of private landowners (Supportive, Uncertain, and Opposing) with similar sociodemographic and property variables but different aesthetic preferences, economic concerns, and views on property rights and conservation. Our results suggest that frame-based typologies are useful for enhancing communications with different landowner groups and in identifying trusted information sources and communication preferences. Our approach represents a critical first step toward understanding and integrating a range of landowner perspectives into conservation practice and enhancing private landowner cooperation in proactive planning.