scaling learning: learning about our users
TRANSCRIPT
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Dublin, OH April 12, 2016
Scaling Learning: Learning About Our Users
Lynn Silipigni Connaway, PhDSenior Research Scientist
William Harvey, PhDConsulting Software Engineer
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Digital Visitors and Residents: What Motivates Engagement with the Digital Information Environment?• Identify
individuals’ modes of engagement
• How they acquire their information
• Why they make their choices(White, Connaway, Lanclos, Hood,
and Vass 2014)
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V&R Framework
(White and Le Cornu 2011)
#vandrVisitors and Residents resources http://goo.gl/vxUMRD
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Visitor Mode
•Functional use of technology•Formal need•Invisible online presence•Internet is a toolbox
(White and Connaway 2011-2014)
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Resident Mode
•Visible and persistent online presence•Collaborative activity online•Contribute online•Internet is a place
(White and Connaway 2011-2014)
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“Nearly 60 percent of the world’s people are still offline.”(Pattillo 2016)
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A MENAGERIE OF MAPS
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Fiona Parsons
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Fiona Parsons
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Cendrella Habre
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Cendrella Habre
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Linda
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Linda
?
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NOS App
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Jeff Gima
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Sarah Campbell
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Anja Smit
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Melinda Loof
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UCLA MAPS FEBRUARY 2016
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Ginny Steel
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1st Year Undergrad
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2nd Year Undergrad
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2nd Year Undergrad
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3rd Year Undergrad
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3rd Year Undergrad
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4th Year Undergrad
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Grad Student
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Grad Student
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Grad Student
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Librarian
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Library Assistant
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Library Assistant
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DATA AND ANALYSIS
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• 83 maps total– 44 Global Council maps– 39 UCLA maps
• Librarians (n=53)• UCLA students (n=30)
Dataset Overview
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Dataset Demographics
19-25 26-34 35-44 45-54 55-64 65+ Unknown0
5
10
15
20
25
30
Age Ranges
LibrariansStudents
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Dataset Demographics
HS Diploma Bachelor's Master's Ph.D. Unknown0
5
10
15
20
25
30
35
40
45
Highest Level of Education Achieved
LibrariansStudents
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• Top Countries of Origin– United States (54)– Canada (4)– Netherlands (2)– Germany (2)
• Other Countries (21)
Dataset Demographics
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• Interesting multiplicity in modes of engagement
• Any guesses?
Most Commonly Reported Activities
(Sarah Campbell’s map)
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Not UsedMultiple Modes
Top 20 Activities (1-10)
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0%10%20%30%40%50%60%
70%80%90%
100%
Not UsedMultiple Modes
Top 20 Activities (11-20)
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• What kinds of websites and activities are reported? • Top five most popular web-based sources:
1. Social Media2. Email3. Messaging4. Search5. Video
Most Common Web-Based Sources
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• Do the shapes corresponding to an activity exhibit patterns when multiple maps are considered?
• Can we identify behavioral archetypes based on an activity’s pattern of appearance?
Understanding Behavior
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GoogleSearch
Personal
Institutional
Visitor Resident
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Facebook Personal
Institutional
Visitor Resident
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YouTube Personal
Institutional
Visitor Resident
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Linkedin Personal
Institutional
Visitor Resident
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Twitter Personal
Institutional
Visitor Resident
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Email Personal
Institutional
Visitor Resident
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Amazon Personal
Institutional
Visitor Resident
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Instagram Personal
Institutional
Visitor Resident
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Wikipedia Personal
Institutional
Visitor Resident
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Gmail Personal
Institutional
Visitor Resident
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Snapchat Personal
Institutional
Visitor Resident
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GoogleDrive
Personal
Institutional
Visitor Resident
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• Librarians (n=53)• Students from UCLA (n=30)• How are they similar? Different?
Compare and Contrast
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Snapchat Spotify Tumblr Netflix Yelp Instagram Buzzfeed YouTube Pandora Reddit0
0.10.20.30.40.50.60.7 Activities Correlated With Students
Wikipedia Banking Bills Evernote Email Texting Games Linkedin Google Search
Gmail0
0.10.20.30.40.50.60.7 Activities Correlated With Librarians
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Google Search
Facebook YouTube Twitter Linkedin Email Amazon Google Drive
Shopping Skype0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Activities Common Among Librarians and Students
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• Clearly there are differences between reported activities
• What about differences or similarities in map geometry?
Compare and Contrast
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GoogleSearch
Librarians
Personal
Institutional
Visitor Resident
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GoogleSearch
Students
Personal
Institutional
Visitor Resident
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GoogleSearch
LibrariansStudents
Personal
Institutional
Visitor Resident
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LibrariansStudents
Personal
Institutional
Visitor Resident
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Librarians
Personal
Institutional
Visitor Resident
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Students
Personal
Institutional
Visitor Resident
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LibrariansStudents
Personal
Institutional
Visitor Resident
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Wikipedia
LibrariansStudents
Personal
Institutional
Visitor Resident
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• You are handed a random V&R map• Question: Was it drawn by a Librarian or a Student?
Librarian or Student?
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• How much can we deduce from a single question?Librarian or Student?
YesNo
Snapchat?
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• How much can we deduce from a single question?Librarian or Student?
You’re a librarian. You’re a student.
YesNo
Snapchat?
How’d we do?Librarians: 50 of 53Students: 20 of 30
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Snapchat
Librarians
Personal
Institutional
Visitor Resident
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Snapchat
Students
Personal
Institutional
Visitor Resident
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Snapchat
LibrariansStudents
Personal
Institutional
Visitor Resident
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• How about two questions?Librarian or Student?
You’re a librarian.
YesNo
Snapchat?
CCLE? Swarm?
No Yes No Yes
You’re a student. You’re a student. You’re a librarian.
How’d we do?Librarians: 52 of 53Students: 24 of 30
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CCLE
Students
Personal
Institutional
Visitor Resident
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MyUCLA
Students
Personal
Institutional
Visitor Resident
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Student
YesNo
Snapchat?
Student
YesNo
CCLE?
YesNo
Reddit?
YesNo
Swarm?
YesNo
Games?
Librarian Student Librarian
Librarian
How’d we do?Librarians: 52 of 53Students: 26 of 30
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Student
YesNo
Snapchat?
Student
YesNo
CCLE?
YesNo
Reddit?
YesNo
Swarm?
YesNo
Games?
Librarian Student Librarian
Librarian
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You’re a librarian.
YesNo
Snapchat?
Spotify? Swarm?
No Yes No Yes
You’re a student. You’re a student. You’re a librarian.
How’d we do?Librarians: 51 of 53Students: 24 of 30
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Student
YesNo
Snapchat?
Student
YesNo
Spotify?
YesNo
Banking?
YesNo
Swarm?
YesNo
Games?
Librarian Student Librarian
Librarian
How’d we do?Librarians: 51 of 53Students: 24 of 30
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WHAT HAVE WE LEARNED?
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• The activities reported in our maps, & how they appear on our maps tell us about ourselves & others– With which activities/websites are we engaged?– How do we, as a group, engage?– Can we compare ourselves with other cohorts?– What can we learn from this?
V&R Maps as Mirrors & Lenses
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“You spend many hours, with Saint Google. We entrust ourselves to Saint Google, and that solves it for us.”
(Digital Visitors and Residents, UOCFI6, Male, Age 53, Arts & Humanities)
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“It’s like a taboo I guess with all teachers, they just all say – you know, when they explain the paper they always say, ‘Don’t use Wikipedia.’”
(Digital Visitors and Residents, USU7, Female, Age 19, Political Science)
The Learning Black Market
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Last year high school & first year undergraduate students did not mention email as much as others. As they progressed through their academic studies, 100% of them mentioned email for “official academic things.”
Email mentioned by 100% of upper level undergraduate & graduate students & faculty.
A undergraduate student referred to “Jurassic email.”
(Universita Cattolica del Sacre Cuore, Female, Age 19)
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Just because students indicate they use apps, social media, etc. does not mean they will want to engage with the academy in these places or ways.
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WHAT CAN WE DO?
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“Whatever their performance level, students report that they prefer to study in the library.”
(Thaler and Pittman 2015)
Physical Spaces
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Virtual Spaces
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Librarian Immersion
FindIT Coloradohttp://www.coloradovirtuallibrary.org/finditcolorado
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Librarian Immersion
Passport Acceptance Programhttp://americanlibrariesmagazine.org/2011/02/01/running-a-passport-acceptance-facility-at-your-library/
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weLearn 1:1 Initiativehttp://digitalpromise.org/2014/10/01/teacher-librarians-chart-a-new-course-in-vancouver-public-schools/
Librarian Immersion
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Model Library Services on Popular Services
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Model Library Services on Popular Services
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Special Events & Activities
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Special Events & Activities
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Social Media Presence
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Advertise Resources, Brand, & Value
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Build Relationships
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“By focusing on relationship building instead of service excellence, organizations can uncover new needs and be in position to make a stronger impact.”
(Mathews 2012)
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ReferencesAnderson, Matt. 2012. “Libraries Help Stressed Students During Finals.” Mattanderson.org blog. http://www.mattanderson.org/blog/2012/12/19/libraries-help-stressed-students-during-finals/.
Barthel, Michael. 2016. “Around Half of Newspaper Readers Rely Only on Print Edition.” Pew Research Center, January 6. www.pewresearch.org/fact-tank/2016/01/06/around-half-of-newspaper-readers-rely-only-on-print-edition.
Colorado Virtual Library. “FindIT Colorado.” http://www.coloradovirtuallibrary.org/finditcolorado/.
Connaway, Lynn S., David White, and Donna Lanclos. 2011. “Visitors and Residents: What motivates engagement with the digital information environment?” Proceedings of the 74th ASIS&T Annual Meeting 48: 1-7.
Dempsey, Lorcan. 2012. “Thirteen Ways of Looking at Libraries, Discovery, and the Catalog: Scale, Workflow, Attention.” EDUCAUSE Review Online. http://www.educause.edu/ero/article/thirteen-ways-looking-libraries-discovery-and-catalog-scale-workflow-attention.
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ReferencesDeSantis, Nick. 2012. “On Facebook, Librarian Brings 2 Students From the Early 1900s to Life.” The Chronicle of Higher Education, January 6. http://chronicle.com/blogs/wiredcampus/on-facebook-librarian-brings-two-students-from-the-early-1900s-to-life/34845.
Digital Promise. “The New Librarian: Leaders in the Digital Age.” Digital Promise, October 1, 2014. http://digitalpromise.org/2014/10/01/teacher-librarians-chart-a-new-course-in-vancouver-public-schools/.
Earl Gregg Swem Library. 2013. “De-stress at the Library During Final Exams.” https://swem.wm.edu/news/2013/12/de-stress-library-during-final-exams.
Kraft, Amanda, and Aleck F. Williams, Jr. 2016. “#Shelfies are Encouraged: Simple, Engaging Library Instruction with Hashtags.” College & Research Libraries News 77, no. 1 (2016): 10-13.
Lally, Ann M., and Carolyn E. Dunford. 2007. “Using Wikipedia to Extend Digital Collections.” D-Lib Magazine 13, no. 5/6. http://www.dlib.org/dlib/may07/lally/05lally.html.
Mannes, Tanya. 2012. “A Library…In a Mall?” The San Diego Union-Tribune, February 29, 2012. http://www.sandiegouniontribune.com/news/2012/feb/29/library-mall/.
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ReferencesMathews, Brian. 2012. Think Like a Startup: A White Paper to Inspire Library Entrepreneurialism [White paper]. http://chronicle.com/blognetwork/theubiquitouslibrarian/2012/04/04/think-like-a-startup-a-white-paper/.
Mudd Library. “Library Events.” Lawrence University. https://www.lawrence.edu/library/about/events.
Pattillo, Gary. 2016. “Fast Facts.” College & Research Libraries News 77, no. 3: 164.
Priestner, Andy, and Elizabeth Tilley. 2012. Personalising Library Services in Higher Education: The Boutique Approach. Farnham, Surrey, England: Ashgate.
Radford, Marie L., Lynn Silipigni Connaway, and Chirag Shah. 2011-2013. Cyber Synergy: Seeking Sustainability through Collaboration between Virtual Reference and Social Q&A Sites. Funded by the Institute of Museum and Library Services (IMLS), Rutgers University, and OCLC. http://www.oclc.org/research/activities/synergy/default.htm.
Rua, Robert J. 2011. “Running a Passport Acceptance Facility at Your Library.” American Libraries, February 1, 2011. http://americanlibrariesmagazine.org/2011/02/01/running-a-passport-acceptance-facility-at-your-library/.
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ReferencesThaler, Mark, and Tim Pittman. 2015. “A Student View of Academic Libraries.” Dialogue 27: 10-11. http://www.gensler.com/design-thinking/publications/dialogue/27/a-student-view-of-academic-libraries.
University of Minnesota. “Managing Stress on the Road to Finals Week.” https://twin-cities.umn.edu/managing-stress-road-finals-week.
White, David S., and Lynn Silipigni Connaway. 2011-2014. Visitors & Residents: What Motivates Engagement with the Digital Information Environment. Funded by JISC, OCLC, and Oxford University. http://www.oclc.org/research/activities/vandr/.
White, David, Lynn Silipigni Connaway, Donna Lanclos, Erin M. Hood, and Carrie Vass. 2014. Evaluating Digital Services: A Visitors and Residents Approach. http://www.jiscinfonet.ac.uk/infokits/evaluating-services/.
World Bank. 2016. “World Development Report 2016: Digital Dividends.” Washington, DC: World Bank. www.worldbank.org/en/publication/wdr2016.
Zimmerman, Jess. 2013. “There’s a Secret Library in the New York City Subway.” Grist, October 3, 2013. http://grist.org/cities/theres-a-secret-library-in-the-new-york-city-subway/.
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NEW RELEASE OF MAPPING APP
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http://experimental.worldcat.org/vandrmapping
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• Draw your own V&R map on a computer, tablet, or smartphone using a “scrapbooking” interface
Visitors and Residents Mapping App
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http://experimental.worldcat.org/vandrmapping
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http://experimental.worldcat.org/vandrmapping
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Thanks!Lynn Silipigni ConnawaySenior Research [email protected]
William HarveyConsulting Software [email protected]