Ask an Expert Task Force: Findings and Decisions

Agenda

• Objectives• Methodologies• Some numbers• Observations• Steps forward• Discussion

Objectives

• Assess CES' ability to operate an AaE system

• Assess the performance to date• Determine people’s expectations• Assess AaE system usability• Determine resources required to

operate the system

Methodologies

• Survey of the public users • Focus groups of

specialists/educators/volunteers• Interviews with Directors and

Administrators• Analysis of logs and other metrics

• Survey sent to 6,557 clienteleo response rate: 504o P (.05)= 376

• Interviews with Directors/Administrators in 14 states

•  5 focus groups (Specialists/Agents) • Log analysis

Methodologies

Some Numbers

Questions Submitted/Answered

Who is Answering Questions:The Ask an Expert Long Tail

Who is Asking Questions:Demographics

Knowledge of CES

Observations

Science-based

TrustedNot trusted

Not based on science

How Does the Public Perceive Answers from eXtension?

Science-based/TrustedWhat the clientele said:

“I am glad to have my other research confirmed however by a trustworthy source.”

“I got a reply that, although not what I wanted to hear, I trusted”

“I had a very prompt reply, with very accurate information plus direction to a paper.”

“A Google search provided an answer but I needed someone with authority and experience to corroborate...”

How Did the Public Describe Their Question?

Criticallyimportant

Of significanteconomicneed

A curiosity

Of little economic

need

ImportanceWhat the clientele said:

“I was worried about food safety for my family if I planted my vegetable garden as planned.”

“Squirrels have been eating my house. We tried several suggestions, and the situation is improving.”

“He gave practical information about how to decide what is best for my family, as opposed to necessarily doing what's best for the tree. Very helpful.”

Speed of Response

Speed of Response

What the clientele said:

“I didn’t expect an answer so quickly. In the matter of an hour or so..the response was very helpful. I am thrilled with this service”

“I will not keep a client waiting a week for a response. My suggestion would be that if you are going to provide this question and answer service, you need  to respond in a timely fashion (within 2 days)”

Speed of ResponseOur CES faculty/educators say it is unreasonable for us to expect them to respond to questions over weekends and holidays... “Office hours should be published...  But, during such office hours, 48 hours seems an appropriate response time.”  - Faculty/Agent focus group

Utility by Response Time

Questions answered in 2 days or less

Questions answered in 3-7 days

Insignificantrole

(What role did the answer play in solving the problem)

Very important role

Utility of Answer

What the clientele said: “We were supplied with the information we wanted in an expedient, competent and professional manner (which is so unbelievably rare these days).”

“I do know it took four days for me to get an answer and I thought at the time if the answer was needed was urgent, I would have been in trouble.”

“To be frank, it’s kinda hit or miss and I’m not sold on the 'quick' response promised.”

Visualization of Quality of Answer

Axes– science-based– trusted– simple/complex

This cluster of user stories indicates that eX answers are mostly viewed as Trusted and Science-based.

Simplicity/ComplexityWhat the clientele said:

“I did not really get an answer...I did ask a fairly long, drawn out and complicated question. I was rather disappointed in the short answer.”

“The answer was well-written and included even more information that I had expected.”

“The ‘Expert’ forwarded an article but it did not address the specifics of my question... ”

“As a person who has been involved in Dairy business, I knew what we should do... but unfortunately what I got was very simple concepts.”

Valued Activity

Administrators observed that AaE is not considered scholarly work, but saw the value in reaching-out to clientele. - Director/Adminstrator interviews 

Valued Activity

Responding to questions coming through AaE generally receives little professional credit… most tenure-track faculty receive little credit for such activity. - Director/Administrator interviews/Focus groups

Decisions

Decisions

• Need more people within and outside CoPs answering questions.

• CoPs need to focus on recruiting  and identifying appropriate responders, and on professional development.

• Must answer questions outside of currently launched CoPs. Need strategy.

Decisions

• Performance metrics must match clientele expectations.

• Develop content that appeals to more diverse demographic.

• Focus on online engagement.• Recognize AaE is reaching new,

online audiences.

Discussion