Getting researcher buy-in to new tools and systems can be challenging – even when those tools are intended to help free them of administrative burden. A community approach, such as the publisher-led initiative to require ORCID iDs for authors, can be very effective.
Alice Meadows is the Director of Communications for ORCID, a community-led nonprofit organization that aims to solve the name ambiguity problem in research and scholarly communications. She previously held a range of marketing roles for Wiley and, before that, Blackwell (US and UK) including, most recently, as Director of Communication. Alice was also a founding partner in a small UK business offering marketing services to scholarly and STM publishers.