Market Research TechniquesMarket Research Techniquesfor Librariesfor Libraries

An Infopeople Workshop

Presented by Joan Frye Williams

joan@jfwilliams.com

Market Research =Market Research =

Organized effort to gather information about markets or customers

Change Increases the Need for Change Increases the Need for Market ResearchMarket Research

PopulationEconomic conditionsCompetition Technology

Market Research Can Market Research Can Explore Explore oror Confirm 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?What Do You Want to Find Out?Market Research ObjectivesMarket Research Objectives

Focus

Be specific

Use action verbs

Prioritize

Market Research TechniquesMarket Research Techniques

Third party researchCustomer visitsFocus groupsExperimentationSurveys

Third Party ResearchThird Party Research

Work already done by others

Published or unpublished

Raw data and/or analysis

Third Party ResearchThird Party ResearchStepsSteps

1. Ask question(s)

2. Scan resources

3. Evaluate for trends, patterns, nuggets

4. Assemble key points

5. Repeat, refresh, refine

Third Party ResearchThird Party ResearchDos and Don’tsDos and Don’ts

Do ask Reference to helpDo consult “official” local sourcesDo compare and contrast information from

different sourcesDon’t take numbers at face valueDon’t try to absorb a mass of data all at

once

Customer VisitsCustomer Visits(Outside the Library)(Outside the Library)

Face-to-face interviewsDirect observationInteract on customers’ turfAd hoc or plannedSnapshot or ongoing

Ad Hoc Customer VisitAd Hoc Customer Visit Steps Steps

1. Agree on simple questions2. Train staff to ask those questions outside

the library3. Log answers/observations

– Where– When– Who (describe, don’t identify)

4. Review for patterns, trends, puzzles

Planned Customer VisitPlanned Customer VisitStepsSteps

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 VisitCustomer VisitDos and Don’tsDos and Don’ts

Do guard against interviewer biasDo involve non-public service staff Do ask customers to identify problemsDon’t ask customers for solutions Don’t talk too much Don’t draw sweeping conclusions

When to Use Different Types When to Use Different Types of Questionsof Questions

Open-ended, narrative questions– Face-to-face– Customer visits, focus groups

Specific, defined choice questions– Online, phone, mail– Experiments, surveys

The Best QuestionsThe Best Questions

Something customers already knowOpportunity for personal expressionSimple, unclutteredActive voiceJargon-freeDon’t leadClear why you’re asking

Focus GroupsFocus Groups

Moderated group interviewsOne topic – 4 questionsOpen-ended8-12 participants 2 hours per sessionMinimum of 3 sessionsAudio/video recording

Setting Up the Focus GroupSetting Up the Focus Group Steps 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 GroupConducting the Focus Group Steps 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 GroupFocus GroupDos and Don’tsDos and Don’ts

Do anticipate logistical foul-upsDo get a top-notch moderator Do focus on a few topicsDon’t be too picky about screening Don’t vote or count responsesDon’t draw sweeping conclusions

ExperimentationExperimentation

Individual customers choose from alternatives

Experience, not imaginationOne variable onlyIn person, mail, online

Experimentation StepsExperimentation 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

ExperimentationExperimentationDos and Don’tsDos and Don’ts

Do ask the right question Do limit to one variableDon’t start with this techniqueDon’t reject customers’ choices

SurveysSurveys

Fixed set of questionsLarge sample Self-reportedIn person, phone,

mail, online

Try Not to Mix Survey TypesTry Not to Mix Survey Types

Customer satisfactionMarket segmentationService usageUsage intentionsBrand image and perceptionsTrackingMedia usage

Try Not to Mix Question TypesTry Not to Mix Question Types

Yes/no True/false Agree/disagree Forced choice Scale of 1-5 Comparative ranking Choose from list

Survey StepsSurvey Steps1. 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’tsDos and Don’ts

Do keep it shortDo draw a large sampleDo avoid jargonDo ask staff to predict results Don’t draft the survey aloneDon’t over-explainDon’t assume self-reporting is trustworthy

When to Hire a ProfessionalWhen 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 TechniqueChoosing the Right Techniquefor Your Needsfor 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