Market Research

1
Market Research

• Analyzing the Data,
• Implementing the Results

2
Why Conduct Market Research?

• To make informed decisions
• To learn about your users habits, preferences,
  and satisfaction levels
• To better serve your users
• To ascertain the impact of decisions and changes
  in policy over time

3
Market Research at the UConn Libraries

• Initiated in 1995 during strategic planning
• Marked a conscious decision on our part to -
  move away from thinking we knew what was best for
  our users
• - move toward making decision-making based on
  data collected from users
• Began with the efforts of our USER Team

4
Market Research at theUConn Libraries

• Plays a prominent role in our updated strategic
  plan, Plan 2000
• Has been expanded into our thinking regarding
  becoming a Learning Organization
• Requires a long term commitment from the Libraries

5
Market Research

• Implementing Data Results

6
Reporting the Survey Results

• Written reports
• Data Tables
• Graphs and Charts
• Satisfaction/Use Matrix
• Anecdotal comments

7
Communicating the Survey Results

• To Library Staff
• - Leadership Council meeting presentations
• - Staff meetings
• - Liaison Council meetings
• - Individual discussions with staff

8
Communicating the Survey Results

• To Users
• - Reports to Chancellors Library Advisory
  Committee
• - Daily Campus (student newspaper) articles
• - UConn Libraries articles
• - UConn Advance articles
• - UConn Libraries Website

9
Responding toSurvey Results

• Analysis of Results
• - Characteristics exhibited by the data itself
• - Interpretations assisted by further analysis
• Acting on Results
• - Determining a game plan and timetable
• - Assigning responsibility for action

10
UConn Libraries Response to Survey Data

• Acting on high visibility/low satisfaction
  quadrant of the satisfaction/use matrix
• Responding to faculty concerns about journal and
  monograph collections
• Identifying services that needed more or better
  promotion to users
• Acting quickly on problems for which obvious
  remedies existed