This session, again at Lincoln Trail Libraries System, presented by Market Research consultant, Donna Fletcher, looked at efficient techniques for libraries to learn about their customers at a low cost. The emphasis was on American libraries (we were joined by other librarians), but much of what was said applies internationally. We all should know about our patrons and customers ...
Donna briefly looked at why it was important to do market research (what you don't know, can hurt you!) and why one needs to know one's customers. Their perspective may be totally different from how one and one's staff view things; it also allows one to be proactive in addressing customer needs, rather than reactive, and forms a basis for long-range planning and marketing plans.
She explained different types of research techniques, and looked at qualitative and quantitative research (simple, non-academic explanations) and then described some case studies, identifying where one should ideally use a professional and where one could save money. Market Research is an expensive business.
Then I got thinking .... when last did we at UCT Libraries do a survey of our users -- not something based as part of someone's Masters -- but a library survey. I know there was a pop-up online survey shortly after Aleph was introduced, but I am not aware of any other survey (and I have been at the library for 13 years!) So how do we know we are meeting user needs and what those needs are? Maybe it is time to do a survey... Would this not be part of the marketing team's brief???
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