Danish Segment Analysis Why, how and expected impact Civic engagement how to increase local awareness, Next, Aarhus, Interactive session, 18.

Transcription

1 Danish Segment Analysis Why, how and expected impact Civic engagement how to increase local awareness, Next, Aarhus, Interactive session, 18. of June

2 Presentation Thanks for showing up to deal with this subject: an important maybe even a core question to libraries today and tomorrow Give you an idea about the analysis we are doing in Denmark right now Michael Moos-Bjerre, Owner of the research agency Moos-Bjerre Analysis References from lots of analysis on libraries, users and the public in Denmark Personal CV includes working in central government, local government and head of department at a great library in Denmark 2

3 Disposition 1. Why and what: Objectives of the study 2. How? Implementation of the survey Short on concept and method Identification of motivators, drivers, perceptions and of segments 3. The way forward: Knowledge to action: segments of users and nonusers, potential, service preferences and how to affect National knowledge and data can be applied local(?) 3

4 1. Why: Objectives of the study Need for knowledge of users and non-users in order to target activities, promotions and branding that increase user participation and accommodate future users. The background includes 1) the decline in the proportion of people who use libraries and 2) digitization of service production and library service and material 3) facing somewhat and to some extent new user demands and expectations 4

5 1. What: Objectives of the study 1. What are the perceptions and how is that related to the usage patterns 2. What groups of citizens, users and non-users can be identified 3. What motivates and inspires different groups 4. What drives library use in general and within groups 5. Who are the potential users - or more using persons? 6. How likely is it to get more users and how big is the potential? 7. How can we attract: new users and retain existing ones? All questions are to be answered based on solid data and evidence 5

6 2. How: Implementation of the survey Extensive pre-analysis of 25,000 existing Moos-Bjerre user data Interviewing citizens and stakeholders (qualitative interviewing) citizens included in a survey on libraries (quantitative) 3 Focus groups in August 2013 Workshop in September 2013 Where are we today? Comprehensive quantitative analysis and in-depth qualitative interviews and interpretation, June - September

7 2. How: Short on concept and method Segmenting through a statistical method cluster analysis A technique for grouping together people with common characteristics, while ensuring that these groups are significantly different from other groups of people with other common features Apart from lots of other applied statistical methods and techniques (having time feel free to ask ) 7

8 2. How: Identification of drivers, motivations and of segments Still in process! Strong data and evidence -> allowing good statistical models on usage patterns, drivers and on segments Segmenting on the basis of: Background factors such as age, education etc. Interests (a geek index) Social orientation and political preferences Perceptions and attitudes towards libraries Sources of inspiration and motivation Digitization skills and media usage (digitization index) Knowledge and use of e-books and other e-resources (e-index) 8

9 3. The way forward: Knowledge to action Knowledge of: segment size and characteristics, potential users, services and how to affect is qualifying: 1. What target groups to go for 2. What are the potential in the future for each segment 3. Communicate targeted by speaking audience language 4. Focus on the target group's needs and requirements 5. Target new benefits and services to the individual segments 6. Strengthen internal communication and work on new initiatives and campaigns drives employee motivation (positive loop) 7. Most concrete product from the analysis: Catalogue with ideas for activities and initiatives that can increase library use overall and in different population groups. 9

10 3. The way forward: Apply national segments and data locally Structuring local library strategic decision making about: 1. What segment(s) are the most relevant in our local community? How big are they? Will there be more or fewer of them In the future? 2. Having decided what segments to deal with, look up how to meet specific audience and decide How communicate with the segment: content, media and other practic? What services will affect and what perceptions are we confronted 3. Consider costs of attracting the segment. ROI - in time and money? 4. Competition for the segment. What else draws in each segment? Competitors or partners? 5. What can we do tomorrow (easily) 6. What requires more effort/time but can be done locally 7. What requires cooperation with other libraries (eg national)? 10

11 3. Target audience - who's going to support us in the future? 11