Market Research Techniques for Libraries An Infopeople Workshop Presented by Joan Frye Williams

Market Research = Organized effort to gather information about markets or customers

Change Increases the Need for Market Research Population Economic conditions Competition Technology

Market Research Can Explore or Confirm Open our eyes and broaden our vision – What is new? – What are we missing? Narrow our options and concentrate our efforts – Is this the right choice? – What specific results can we expect?

What Do You Want to Find Out? Market Research Objectives Focus Be specific Use action verbs Prioritize

Market Research Techniques Third party research Customer visits Focus groups Experimentation Surveys

Third Party Research Work already done by others Published or unpublished Raw data and/or analysis

Third Party Research Steps 1. Ask question(s) 2. Scan resources 3. Evaluate for trends, patterns, nuggets 4. Assemble key points 5. Repeat, refresh, refine

Third Party Research Dos and Don’ts Do ask Reference to help Do consult “official” local sources Do compare and contrast information from different sources Don’t take numbers at face value Don’t try to absorb a mass of data all at once

Customer Visits (Outside the Library) Face-to-face interviews Direct observation Interact on customers’ turf Ad hoc or planned Snapshot or ongoing

Ad Hoc Customer Visit Steps 1. Agree on simple questions 2. Train staff to ask those questions outside the library 3. Log answers/observations – Where – When – Who (describe, don’t identify) 4. Review for patterns, trends, puzzles

Planned Customer Visit Steps 1. Select customers to visit 2. Make appointments 3. Select staff to interview, record 4. Create discussion guide 5. Conduct interviews 6. Debrief and log answers/observations 7. Analyze and report results

Customer Visit Dos and Don’ts Do guard against interviewer bias Do involve non-public service staff Do ask customers to identify problems Don’t ask customers for solutions Don’t talk too much Don’t draw sweeping conclusions

When to Use Different Types of Questions Open-ended, narrative questions – Face-to-face – Customer visits, focus groups Specific, defined choice questions – Online, phone, mail – Experiments, surveys

The Best Questions Something customers already know Opportunity for personal expression Simple, uncluttered Active voice Jargon-free Don’t lead Clear why you’re asking

Focus Groups Moderated group interviews One topic – 4 questions Open-ended 8-12 participants 2 hours per session Minimum of 3 sessions Audio/video recording

Setting Up the Focus Group Steps 1. Identify kind(s) of customers to research 2. Reserve meeting room with large table 3. Prepare screening questions 4. Decide on incentives 5. Recruit and schedule participants 6. Recruit more participants than you need

Conducting the Focus Group Steps 1. Identify moderator, host, and (audio or video) recorder 2. Develop discussion guide 3. Engage entire group in discussion 4. Debrief immediately 5. Review tapes with others 6. Analyze and report results

Focus Group Dos and Don’ts Do anticipate logistical foul-ups Do get a top-notch moderator Do focus on a few topics Don’t be too picky about screening Don’t vote or count responses Don’t draw sweeping conclusions

Experimentation Individual customers choose from alternatives Experience, not imagination One variable only In person, mail, online

Experimentation Steps 1. Select variable 2. Create alternatives 3. Identify “laboratory” 4. Identify participants 5. Pretest 6. Conduct experiment 7. Record results 8. Analyze and report

Experimentation Dos and Don’ts Do ask the right question Do limit to one variable Don’t start with this technique Don’t reject customers’ choices

Surveys Fixed set of questions Large sample Self-reported In person, phone, mail, online

Try Not to Mix Survey Types Customer satisfaction Market segmentation Service usage Usage intentions Brand image and perceptions Tracking Media usage

Try Not to Mix Question Types Yes/no True/false Agree/disagree Forced choice Scale of 1-5 Comparative ranking Choose from list

Survey Steps 1. Identify population 2. Draw sample 3. Develop survey 4. Mock up reports 5. Pretest 6. Administer survey 7. Follow up 8. Tabulate results 9. Analyze and report

Dos and Don’ts Do keep it short Do draw a large sample Do avoid jargon Do ask staff to predict results Don’t draft the survey alone Don’t over-explain Don’t assume self-reporting is trustworthy

When to Hire a Professional Major policy decision Divisive issue Big money at stake Political cover needed Expert moderators Statistically rigorous sample Laboratory, polling stations, meeting facilities You know what to ask, but not how to ask it

Choosing the Right Technique for Your Needs Scanning the environment – Third party research – Customer visits – Surveys Generating options – Customer visits – Focus groups Selecting an option – Surveys – Experimentation Evaluating success – Surveys