real measurements for libraries in an internet age: a report on the normative data project

Real Measurements for Real Measurements for Libraries in an Internet Age: Libraries in an Internet Age: A report on the Normative A report on the Normative Data ProjectData Project

Real Measurements for Real Measurements for Libraries in an Internet Age: Libraries in an Internet Age: A report on the Normative A report on the Normative Data ProjectData Project

Stephen AbramVice President, Innovation

Bob MolyneuxChief Statistician

SirsiDynix Feb. 2, 2006

What are libraries most worried about?

1. Sustaining Relevance2. Millennial user behavioral mutations3. Balancing print, electronic and new services and

resources4. Understanding Diversity5. E-Learning and Distance Education challenges6. Justifying growth and projects – Measures not Stats7. Understanding mutating (not changing) usage

patterns – info not data8. Building community partnerships with authority9. Building for the future and not repairing the present10.Productivity and shifting staff resources11.Budgets and Fundraising

SURVIVALSURVIVAL

Big Questions

1. How do we gain insights into changes in our ecology through our usability and user behavior studies, and our trend insights as shown through our statistics and measurements?

2. Can we really know the underlying reasons for users’ interactions with library services?

3. Can we easily and cheaply compare ourselves to other libraries, other agencies, or communities?

4. Can we back up our qualitative stories with quantitative measurements and data - proofs?

5. If we had the proofs, would it help our strategies, fundraising and tactical implementations?

6. Are we happy with the present?

Acting like a business but being a library

• Knowing Customers like WalMart™

• Giving service like Nordstrom™• Being as efficient as GE™• Delivering an experience like

Amazon™• Having the budget of Google™• Living the brand

The Virtuous TriangleThe Virtuous Triangle

Usability TestsUsability Tests

Normative DataNormative Data

Usability TestsUsability Tests


PersonasPersonasUsability TestsUsability Tests



The LibraryWorld

The LibraryWorld



The LibraryWorld

The LibraryWorld

TheReal

World

TheReal

World

How do you persuade??

• Data, charts and graphs – help but dry• Debate & Argument – a little confrontational• Conversation – a lot of effort, scales poorly• Narrative storytelling – captures the energy of

the population and persists

Read: The Springboard: How Storytelling Ignites

Action in Knowledge-Era Organizations. by Steve Denning

http://www.stevedenning.com/springboard_story.html

• Start with understanding the users in terms of their real:– needs, preferences, and desires– goals and aspirations– expectations and assumptions– values and their beliefs– tolerance for risk and change

Personas

24

• Personas are understood through discovery by: – Gathering data to identify possible

“anchors”– Observing behavior – Pattern emergence in narrative

Personas

19

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PersonasPersonas

Personas

• Personas are hypothetical representations of a natural grouping of users that drive decision-making for development projects.– They are defined by goals. – They focus on what is valuable to the

user and subsequently on how he or she behaves.

• They are not Stereotypes or Archetypes

14

Goals: Help team build the base infrastructure for .NET products. Construct the base set of services that ship with the product and compose the core of a distributed framework for hosting distributed services. Add queuing semantics and associated locking, classification and routing of messages, subscriptions, efficient filtering, fan-out, etc., to the server. Integrate new distributed communication semantics to the existing SQL Server programming model. Demonstrate ability to communicate and work well with other teams.

Usage Scenario: Henry has been around long enough to build a solid network of resources to call when he has specific questions about products or programs. He often learns about new technologies or processes through casual conversation with his friends and coworkers in the hallway. He uses Yahoo! for general information gathering because he likes the simplicity of the site design and the breadth of information available.

The Portal is not his start page—he usually just types in the URL directly. He rarely reads the content on the first page because he doesn't want to know what's going on with general companywide PR information. He's somewhat cynical about "companywide" internal releases and dislikes company politics. However, on a personal level, he does want to know about the schedules that the applications are on so he can plan. He's frustrated that there's no place you can go to find product information all in one spot.

Info-Seeking Behavior: When Henry needs specific information, he generally e-mails or phones a friend. He is a member of about 15 different DLs that used to be manageable, but now he finds it increasingly difficult to keep up.

He typically uses the Portal to search for internal information across the companywide intranet or to find other internal sites. He comes to the portal about four-five times a week by typing in the URL and stays for less than 15 minutes at a time. He rarely, if ever, goes to there to find general information about the company or the industry as a whole. He uses internal databases to find internal information on products or code. If he's frustrated by something, he'll go there and find solutions rather than go outside to support or to a dot-com. "You used to have to drill down pretty deep to find personalized information, but now it's easier." He tends to bookmark pages in the portal because he hates having to go 5 levels down. He'll use that bookmark until it breaks, then he has to research it again. He would like to have favorites on the portal.

Henry41 Years Old, Software Design EngineerU.S.12 Years at the company. Single,MS Comput.Sci

15

PersonasPersonas

http://msw/about/msw5plan/henry.htm

• Public Library Pilot Project– Libraries in rural, urban and suburban Northeastern

U.S. and Canada to start– March through May, 2005– Leveraging proven techniques for understanding

complex markets (Cynefin Centre)

• Follow up to cover the broader U.S.A. and global marketplace

• Follow through for Academic (ARL, ACRL, LibQual and COUNTER, etc.)

• K-12 School personas can follow later

The FutureThe Future

23

• In summary, by seeing the world through the lens of the customer, we create an:– Opportunity to increase customer satisfaction

and return visits – Opportunity for everyone in the organization

to work to achieve the same goals, efficiently, and an

– Opportunity to have a clear, and achievable direction.

• Pandora’s Box – Exciting but a little dangerous

25

The FutureThe Future

Sneak PeakSneak PeakSneak PeakSneak Peak

SirsiDynix Personas

Summary FindingsSummary Findings

Archetypes

Themes Values

Good CitizenshipPatronsLibrary StaffLibrary Services and FacilitiesMoney

•InteractionTechnologyEfficiencyMoneyOther

CommunityLearningQualityEfficiencyMoney/Risk

Emerging groups of archetypes, themes and values from the five workshops

Good Citizenship ArchetypesGood Citizenship Archetypes

Well-Rounded Citizen(13 attributes)

CollaborateCommunity brings people together

CozyDiverse activities

Encourage creativityGood use of our money

Human contactIntellectual

opportunitiesKids feel safe

NurturingOpportunities – social

SecurityWilling to chat when

time permits

Bergen County

Good Citizenship ArchetypesGood Citizenship Archetypes

Strong Community Leader(6 attributes)

Community builderConnected

Connecting with community

Gives people missionNetworking

Pulls community together

SAILS

Patron ArchetypesPatron Archetypes

Frustrated Patron(12 attributes)

AnnoyingBooks out of print

DisruptionIndifference

Lack of wirelessNo tape playerOnline services

unavailableOut of date

Physical painRipped/missing

pieces, out of date magazine

Wasted resourcesWasted space

Cleveland


Inquisitive Power User(12 attributes)

After hours usageBroader search results

Computer useIntroduction to new

thingsLots of preferences

No online access outside of libraryNot a free service

Open to publicOutside sourcesSearch method

Universal accessWays to get information

Cleveland


Disengaged Seeker(9 attributes)

Can’t get book you want (timely)Don’t listen to

reviews/bad reviews (NPR Reviews)Embarrassing

Fear of puppetsForgot card/license

Head achesInjuries

Some people consider a waste of money/space

(crafts)Too long

Cleveland

Library Staff ArchetypesLibrary Staff Archetypes

Ultimate Tour Guide(7 attributes)

Advance reserve on new materials

Abundance of itemsOne-stop shopping

Video/DVD lost in drop box

Access to materials never afford

Up to date, current materials

Diversity of materials

Buffalo-Erie

Library Services ArchetypesLibrary Services Archetypes

Out-of-Date IT(6 attributes)

Access to PC’sMessage is too long

(automated computer system)

Not enough computers

Slow re-bootStrong databaseTechnical-media

options

Hamilton Public

Library Services ArchetypesLibrary Services Archetypes

“Something for Everyone” Resources(4 attributes)

Can’t remove reference material

Extensive collectionLibrary for books, not

movie rentalsLibrary for education films, not Hollywood

movies

Hamilton Public

7 SirsiDynix Personas for Public 7 SirsiDynix Personas for Public LibrariesLibraries

• Discovery Dan – Dan represents the adult non-researcher

population.• Haley High School

– Haley represents the high school student population.

• Jennifer– Jennifer represents the parents of teenagers.

• Mommy Marcie– Marcie represents the parents of young children.

• Rick Researcher– Rick represents adult researchers who own a

personal computer. • Senior Sally

– Sally represents senior citizens. • Tasha Learner

– Tasha represents adult researchers who do not own a personal computer.

Mommy Marcie Mommy Marcie • Caucasian American, married, 33, two children, two and four, lives in suburbs (pop.50-100,000),

Northwest, bachelor’s degree, household income of 60K, works part-time as a substitute teacher.• A typical day at the library: Mother and children typically drive to the library. The four year old girl

is in a reading group. The two year old attends storytelling. Each Monday they go to the library to attend the reading group and to hear a story. Afterwards they use the time to check out new books, videos or DVD’s for children, as well as to find time to look for any adult materials.

• Sample Scenario: Marcy is interested in taking her 2 year old to storytime and in getting “learning to read” materials for her 4 year old. In preparation for an upcoming library trip, Marcie logs on to the library website and selects recipe and craft books for herself, and verifies the storytime for her toddlers. While at the library, she picks up her reserved books, takes her kids to storytime, may select some additional materials, and request assistance from a librarian on the topic of phonics.

• Information-seeking behavior: She typically doesn’t have time to use the computer at the library. At the library she is usually busy looking after the children either participating in a reading group session, or attending a storytelling session. She uses the computer at home to put materials on reserve for herself or if she knows exactly what she wants for the kids. She picks up the books, DVD’s or videos when she is leaving the library. She uses the library website to hear more about upcoming events.

• Ultimate goal: She wants her child to learn to read and to discover new ideas in a safe, informed setting. She wants her children to be exposed to books early on – even when they don’t know how to read yet. She wants to be able to find time to meet some of their own needs knowing their children are safe.

• Frustrations: Not finding librarians who can help the children to learn to read, is troubled by reduced library hours (nights and weekends), and wants to have an easy way to know about upcoming events on the website.

• Work activities: Part-time employment. • Computer skills, knowledge and abilities: Has an up-to-date home computer and uses the library

website.• Technology attributes: Positive towards technology—early mainstream adopter.• Communicating: She uses the phone, email, IM. • Market size and influence: Significant Market presence--• Demographic/online attributes: 83% of parents with minor children use the Internet; 63% of college

educated women who have infant children work; 5.4 million stay at home Moms in 2003.

Mommy MarcieMommy Marcie• Quotes:• I’d like to see the library website be more useful, to

make it easier to find library events and resources—I’d really like to have that sort of information sent to me—that would be great!

• Can my library institute an early reading program, or help me find relevant resources, whether online or in the library?

• Actual anecdote: “like I said, I’m towing my two-year-old around, and if I’ve got -- you know, if it’s -- searching for something on the computer involves sitting there for half an hour, well, I’m trying to keep my two-year-old in check. She does not sit well. She’s trying to run around and play, do something to occupy her. If I’m having to go through too many lists, or if I don’t know exactly where I’m going to need to be looking for something, I end up looking through everything to find the information I want, then we might as well just go home and I’d try while she’s sleeping, you know?”

• References: Pew Internet and the American Life Project; Census.gov; (“How Americans use Instant Messaging?”)

Mommy MarcieMommy Marcie

NEEDS FEATURES Gaps/Opportunities

To get some new, easy dinner ideas quickly

OPAC—Shopping cart features, possibly also Content Rooms

In Progress

To get some inspiration for making a new scrapbook

Content Rooms In Progress

To take children to storytime

Events Module In Progress

To help introduce her two year old child to books

Content Rooms In Progress

To teach 4 year old to read

Content Rooms Gap

Resources to help teach her child to read, provide some entertainment for herself

OPAC—Shopping cart features

Gap

To stay informed about library events

Events Module In Progress

To stay informed about library materials’ availability, due dates, etc.

Email reminder notices, hold notices, etc (in most efficient manner possible)

Possible

SirsiDynix Product Considerations for Mommy MarcieComplete self-service options, (i.e. online checkout, just go pick up).

JenniferJenniferA typical day at the library: The parent assists the teenager in using the library website. This is usually

done at home, after the teenager has reviewed what is available on the Internet. The parent is coming in after the research has begun. Once they identify the books they need they will put them on reserve or check to see if they are available. Once there, they may decide to browse the young adult library collection (if they have time). Otherwise they are focused on getting the materials for the project. Once they have the material they need, they leave. The parent will likely have to bring other children to the library at the same time. They will be pulled in multiple directions, looking after their younger children and their teens.

She wants to use the library as more of a recreational facility for herself, but given her busy lifestyle, she is unable to. When she is there, the library becomes a social setting. She talks with the staff socially, and enjoys the interaction.

Information-seeking behavior: The info seeking behavior of this parent is utilitarian although they’d prefer it to be more recreational. They start by working with the teenager to browse available information from the library online at home. When they go to the library they go there to find specific items (books, music) or to browse newspapers or journals. They may help a child to post a community notice on a bulletin board at the entrance to the Library for example, Scouts or Babysitting. At the library the adult may be responsible for signing the teenager on to the computer equipment.

Ultimate goal: The parents want their children to know how to use the library and to use the best sources of materials to complete a project. They also may see the library as a great location to post availability to baby-sit, or to announce a community event.

Frustrations: Students needing regular permission from the adult to use the computer equipment. Safety with respect to sites used. Noisy students. The parent wants to know what’s happening in the library, but is not often notified of events they may be interested in. They want communication pushed out to them in a form they find useful.

Work activities: Dual-income household – both parents work. Computer skills, knowledge and abilities: Has a shared space home computer and is aware of the library

website. Both parent and teenager are computer-literate.Technology attributes: Positive towards technology. Communicating: She uses the phone, Instant Messenger and Email. They prefer the phone or Email but chat

with their teens over IM. Market size and influence: This group represents a large portion of the tax paying base within a community

and is a great person for the library to have as an advocate because she is active and likes using the library. While frustrated with some issues at the library, it’s not for sure whether she sees her current interaction as a negative. Does she really want to not have to go to the library?

Demographic/online attributes: The parent user is typically female, white, educated, married, over 35 and uses a branch library. IM and text messaging keep teens in touch with their parents. Most teens use shared computers at home and a growing number log on from libraries, school, and other locations. 67% of parents of online teens believe the Internet is a good thing for their child but are concerned about the safety of it. 90% of teens who go online say that other family members also use the computer. Many parents use various methods of filtering and monitoring teen computer use. (See High School Anchor for other related demographic data).

JenniferJennifer• Quotes: • X: I took them - it was a couple of weeks ago, it was national library week as a

matter of fact - it was very vibrant that day. My twin boys wanted to go downstairs, they had magic shows as part of a promotion for national libraries week, and my 13-year-old had to do a project so he was working upstairs while his brothers were downstairs so it was very, very busy. As a matter of fact they had to bump a meeting from downstairs upstairs, the Girl Scouts were meeting that day too. So there were hundreds of people at the library. It was a good experience. It was a great day in the community.

• INT: And what were the boys looking for? You said one of them was working on a project.

• X: A science project. • INT: A science project. And did he find the information he was looking for?• X: Yes, he did. There’s reference materials and a few books that he had to cite.• INT: Were you downstairs with the twins and you sent him up?• X: Yeah. I was doing the bouncing up and down trick.• INT: You went upstairs and what happened? What did you do?• X: He got all his work done. • INT: Do you know if he found all the stuff on his own? Did he talk to a librarian?• X: The librarians are very helpful with him. He’ll go up and ask. They’re always

willing to point him in the right direction. He didn’t need the computers because any computer stuff we pretty much do at home.

• INT: I’m trying to get to actual stories. Let me think. So you come to the library every day? And are you particularly –

• References: Pew Internet and the American Life Project; Forrester Research• *Some parents noted that they don’t always have a working computer at home and

then they take their child to the library to use the computer to complete a school assignment. We also came across several teenagers that do not have a computer at home.

JenniferJennifer• SirsiDynix Product Considerations for Jennifer

• Opportunities:• To get information to this user in a delivery format that

meets their lifestyle (RSS, IM, Text, E-mail). This person wants information on community events, education related events for students, dates due, new books of interest (ala iTunes, Amazon).

• School Rooms/Rooms has the opportunity to help this parent’s teenager to do more research from home….but does the parent want services that make it so that kids don’t even need to go to library. She likes the library and feels the need for teaching her kids the same values.

Tasha LearnerTasha Learner • A typical day at the library: Goes to the library to use the computer. Is working on a

project that requires the Internet, as well as completing her reading with books she doesn’t own. Is likely using the computer to print a report or to create marketing collateral.

• Information-seeking behavior: Makes a specific point of going to the library to complete her project. She consults with a reference librarian to ensure she has a good starting place and then uses the online catalog and the Internet to source both electronic and hardcopy information sources. She prints out materials to work with them. She is aware that some sources are more appropriate than others, but consults with the librarians to ensure she has the best possible sources.

• Ultimate goal: Wants to complete her project by ensuring all the appropriate resources are used and needs to use the library computer to do so.

• Frustrations: Not finding all the sources she needs. Having to get off the computer within a particular timeframe. Inconsistencies in which library has which resources, e.g. dictionaries, inaccessible librarians i.e. not available when you need them.

• Work activities: Part-time student, part-time worker. Student in a night school or junior/community college

• Computer skills, knowledge and abilities: Does not own a computer but is a computer user. Knows how to search on the Internet and is familiar with the library’s website. Easily authors and prints using productivity tools.

• Technology attributes: Positive towards technology. • Communicating: She uses the phone and may have access to Email.• Market size and influence: Although less than 8% of patrons fall into this demographic,

it is a target demographic for our customers and the general public in the library as a community benefactor.

• Demographic/online attributes: Very likely earns less than $30k per year; is likely Hispanic or African American. Does not own a computer and is likely to have a cell phone.

Tasha LearnerTasha Learner• SirsiDynix Product Considerations for Tasha Learner• Features, Functionality, Content

– Federated Searching– OPAC– Resource (PC) Reservations– Online holds & automated alerts– Collaborative Environment– Citations– Productivity tools– E-mail accounts– Personal online workspace– Searchable metadata for online databases (Presearch) – VRL– Printing

• Current Products & Services– Single Search– OPAC– ILS Reservations Module– Online holds– SVA (Voice)– Citations– Rooms

• Opportunity Gaps – Collaborative Environment– My Rooms– Presearch– STA as opposed to SVA– Packaging desktops with the ILS at a low rate perhaps with

preloaded productivity tools.– Copier/Printer installs.

A perspective on developing better measurement and communication tools for

librarians

What Problem do we want or have

to Solve ?

Our Objective

• Empower our Clients to Thrive – our success is dependent on their success

• Get the Measurement Tools into the Right Hands– Directors and Management– Supervisors– Collection Developers– Librarians– Library boards and trustees

– and also the regular folks in Finance / IT

•Follow the BAM (Business Activity Monitoring) model

• Present a more holistic view of the enterprise

• Focus on underlying message in the data

• Incorporate a “dashboards” format for quick access

• Create a metrics monitoring tool for decision support

• what-if analysis

• Alert threshold triggers

• Shift the dynamic from static reporting to fluid analytics

• Create a “Discovery” Environment

Our Design Goals

• Results:• Improved support for “Customer” Understanding

• Encourages informed, data-driven decisions

• Provides data to support the Stories

• Closer alignment of library services to the customer

• “Board Ready” output for effective presentations (the power of persuasion!)

• Finger-tip access to management level data for deep collection use analysis

•Supports strategic development of your institution’s mission

Director’s StationDirector’s Station

Quick PeakQuick Peak

Dr. Data and the NDP

Normative Data ProjectNormative Data Project

• Includes:• Harvested, privacy-safe data on almost

everything that is tracked in a library:– Circulation– Backroom: Technical services, cataloguing– Acquisitions and budgets– Web site traffic– Licensed content usage– Currently Unicorn and Horizon datasets but

more will be considered

• Harvested semi-annually, reported quarterly

Normative Data ProjectNormative Data ProjectNormative Data ProjectNormative Data Project

http://www.libraryndp.info

http://www.libraryndp.infohttp://www.libraryndp.info


• Potential:– 300+ library systems– 2,500 library service outlets and branches– Over 1 billion annual circ transactions for

up to three years

• Today– Already 30,000,000 items– Already 52 systems– Already almost 500 libraries

– And more…


• Includes:• Amazing extra features

– NCES statistics– Budget and expenditure data– U.S. Census data– Detailed GIS Maps from FSU partnership

• All FULLY integrated• Current focused on US Public Libraries.• Future Projects include Canada,

Academic, College and Schools.

Kids will be kids

• For example:

• 3 Branches in Fairfax County– Great Falls Community Library

52% college grads +, 2% no high school

87% white

– Woodrow Wilson Community Library27% college grads+, 18% no high

school53% white

– Thomas Jefferson Community Library29% college grads +, 13% no high

school62% white

-100

0

100

200

300

400

500

600

700

800

900

1000

1 2 3 4 5 6 7 8 9 10 11 12 13

Book

Paperback

Book on CD

Music on CD

Magazine

DVD

Videocassette

Changes in Circulation by Changes in Circulation by FormatFormat

Table 5

Summary Data, Change in Circulations by Selected Formats*

Total % Total Circulations Total Circulations

Format Increase 2005 Q1 2002Q1-2005Q1

Magazine 874 75,128 451,454

Book on CD 361 122,574 908,919

DVD 345 359,797 3,146,221

Paperback 132 667,171 5,960,166

Music on CD 108 248,461 2,129,209

Videocassette 56 659,854 6,848,567

Book 45 3,608,36840,016,51

8

* From 11 library systems representing 55 million checkouts, 2002Q1-2005Q1

SirsiDynix Normative Data Project, Special Report

Study Usage by Call Number Range

(060) General organization & museology 99 90 -9

(320) Political science 36 25 -11

(350) Public administration 42 29 -13

(500) Natural sciences & mathematics 43 30 -13

(030) General encyclopedic works 66 51 -15

(700) The arts 51 36 -15

(310) General statistics 98 82 -16

(020) Library & information sciences 63 41 -22

(920) Biography, genealogy, insignia 44 19 -25

(010) Bibliography 89 54 -35

Comparison of Ranks of Circulations and Holdings 2005 Q2* UNDER-USED

Dewey Classes Rank of Circulations Rank of Holdings Difference in Ranks

Comparison of Ranks of Circulations and Holdings 2005 Q2* OVER-USED

Dewey Classes Rank of Circulations Rank of Holdings Difference in Ranks

(710) Civic & landscape art 40 63 23

(560) Paleontology Paleozoology 33 55 22

(460) Spanish & Portuguese languages 54 74 20

(690) Buildings 31 47 16

(510) Mathematics 25 40 15

(450) Italian, Romanian, Rhaeto-Romantic 80 92 12

(490) Other languages 61 73 12

(240) Christian moral & devotional theology 26 37 11

(440) Romance languages French 73 83 10

(410) Linguistics 69 78 9

Collections by Language

Examples

• Computer book circulation by publication year.• Spanish language book circulation by region.• Can I get data to support this grant I am writing?• Journal titles comparison – electronic title to print

title usage for rationalization project.• What is our usage by branch by zip code?• How am I faring in my cohort (geography or

domain)?• Are other libraries successful with graphic novels?

How many would I need?• What is the best opening day collection for this

one?• If I spent $10,000 on collections, where should I

spend it?• Is my consumer health collection too old?• More, more, more.

OpportunitiesOpportunities

• Canada – U.S. Differences• CULC and NCES

• OLC and NDP Canada Project (CULC)

• Christie Koontz, Ph.D.Director, GeoLib ProgramFlorida State University

Normative Data Project PartnershipNormative Data Project Partnership

Geographic Segmentation Plotting Customer Addresses of Circulation Records

SirsiDynix Library Schools Program

• Normative Data Project Offers Charter Memberships to ALA-Accredited Library Schools

• June 25, 2005 Press Release

• http://www.libraryndp.info/release_20050625schools.html

Stephen Abram, MLSVP Innovation, SirsiDynix

[email protected]

http://www.sirsidynix.comStephen’s Lighthouse

http://stephenslighthouse.sirsi.com

ThanksSirsiDynix FSU Normative Data Project

http://www.libraryndp.com

SirsiDynix Director’s Stationhttp://www.sirsi.com/Solutions/Prodserv/Products/directorsstation.html

Stephen’s Lighthouse and the Library NDP Blogs

Dr. Robert (Bob) MolyneuxChief Statistician, SirsiDynix

[email protected]

http://www.sirsidynix.comNDP Blog

http://www.libraryndp.info/blog/

http://www.sirsi.com/

real measurements for libraries in an internet age: a report on the normative data project

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