Talking to Strangers

Personalizing the Reference Interview

Rita VineUniversity of Toronto Libraries

February 2 2008Ontario Library Association

The 55% Answer Rate

Dervin, 1970’s Information or communication? Study groups – urban poor, libraries

Dervin, 1986 Neutral questioning

Hernon & McClure, 1986 55% answer rate

Dewdney & Ross, 1994 55% accept initial question @ face value 60% “willing to return”

Why is reference failure (still) so high?

The Dual Disconnect

Early-stage interview quickly streams users to our silos Catalogue (books) Databases (journal articles)

Post-interview disengagement from user to focus on information-retrieval activities

“I need information on flying.”

“I’m writing a term paper for my senior year travel health class on the effectiveness of different remedies for jet lag.”

“I need information about flying.”

Are you interested in books or journals? Is this for a paper you’re writing? Sure, I’ll check the catalogue for you to see if

we have some books. Sure, in the business library most of our

materials on flying will be about the airlines and aviation industry. Is that what you’re interested in?

“I’m writing a paper about how to combat jet lag.”

I’m going to show you how to use our PubMed database to find articles on jet lag.

“I’m going to see if we have any books or journal articles about jet lag.”

What’s Wrong Here

Information is the only focus Steer away from the personal We hear their question not their problem Our goal: hit the information target!

Existing Reference Model

Initial Question

Question Negotiation

Real Question

Find/show route to information/answer

Scary/busy/shushing/hard to use library

Information Believer

The Busy Librarian

The Hard-to-Use Library

The Quiet Library

You Can’t Fight the Feelings

Users form impressions before ever asking questions

Librarians must use very deliberate body language to overcome barriers

The Body Language Thing

With strangers, first impressions last Nonverbals mean more Dewdney & Ross, 1994

subtle nonverbal cues made huge differences

What Helped

Looked up and smiled Moved out from behind the desk Really listened Seemed genuinely interested in me and my

question Seemed interested in my suggestions Didn’t overwhelm me

What Did Not Help

Did not look up Made me feel as if I was wasting her time Didn’t seem to listen Cut me off during my explanation Made assumptions about what I wanted Didn’t tell me what he was doing so I didn’t

know if I should follow him or what

Research tells us…

We learn the most from friends not experts We learn more from people we like “Folks like us, use us” People cannot receive information if they are

not ready. 2-way dialogue/conversation is the best

predictor of user readiness

Research tells us…

Same question, same (right) answer Totally different evaluations

Experts make users feel more vulnerable “Readiness to receive”

Helping users in the way that they want to be helped

It Takes Courage to Ask A Question!

Mindful of emotions, feelings, “whole human” Meaningful

Personal Respectful Interested

Being an Information Believer

Often marginalize information seeking through sources like: Personal contacts Stack browsing Web searching Unpublished sources

Being an Information Believer

Only objective information is valuable If a little is good, a lot is better Information is acquired only through formal

information systems Every need has an information solution.

Existing Reference Model

Initial Question

Question Negotiation

Real Question

Find/show route to information/answer

What Are We Missing?

What Are We Missing?

Whole human approach Understanding their problem

What brought them to us What they want to do with the information What they think they are missing

Sense-Making Reference Model

Initial Question

Neutral questions – situation, use, gap

Learn about the user’s problem

The User’s Problem – 3 pieces

SITUATION

GAP

USE

When Real People Ask Questions

They already have an idea of a solution Not just libraries, it’s everywhere

Retail Banking On the street

We need to understand the problem.

They Ask the Initial Question

that might help them solve their problem that might fill a gap that might get them closer

to a solution that they think the respondent is interested in

answering that they think the respondent is capable of

answering

“I need information on flying.”

Classic and effective NEUTRAL questions help us understand the problem: What would you like to know about flying? GAP Why are you asking me this question about

flying? SITUATION What are you planning to do with this information

when you get it? USE

“I need information on diabetes.”

What would you like to know about diabetes? GAP

Why are you asking me this question about diabetes? SITUATION

What are you planning to do with this information when you get it? USE

Bridging-to-Neutral Statements

“It would help me think of the best way to help you if you could tell me …..”

“Can you back me up a little bit and tell me…” “Can I ask you a few questions so that I can

help you better?”

Bridging-to-Neutral Statements

Cues the user to how you’re thinking Seeks permission to probe

For next questions on situation, gap, use Tells them you’re interested

Improves likeability Improves the dialogue Improves the “readiness to receive”

Sense-Making Reference Model(with bridge-to-neutral)

Initial Question

Neutral questions – situation, use, gap

Learn about the user’s problem

Bridge-to-neutral questions

Next Step: Problem-Solving

I understand your problem.

I know the information that can solve your problem.

I will now find them for you.

I understand your problem.

I have some ideas that may help you solve your problem.

I can share those ideas with you.

How do you feel about those?

Personalized Reference ModelInitial Question

Neutral questions – situation, use, gap

Learn about the user’s problem

Bridge-to-neutral questions

Present ideas that could help

Letting the User Control the Information Solution

“Information Solution” becomes “Ideas that might help”

Gives the user choices Accept your ideas Add their own Give you more information about their problem

Allows the user to tell you how they want to be helped by you today

Personalized Reference ModelInitial Question

Neutral questions – situation, use, gap

Learn about the user’s problem

Bridge-to-neutral questions

Present ideas that could help

Execute the information-seeking agreement

What’s Right for ME not YOU

No knowledge is absolute People don’t care where information comes

from. There is no such thing as good or bad

information

With this Model…

No more reference boredom Fewer glazed, bored, or disappointed users Get beyond pretense and self-protection Focus on how we can help

Easy Tips

Practicing Neutral Questions Eliminate noun-based questions early on Bad words

Specifically Exactly

3 neutral questions to try What are you trying to do? What will you use this for when you get it? What seems to be missing?

Easy Tips

When you understand the problem… “Here are my ideas…” “What do you think of ….?”

Real Reference Questions

Illustrating the Techniques

Personalized Reference ModelInitial Question

Neutral questions – situation, use, gap

Learn about the user’s problem

Bridge-to-neutral questions

Present ideas that could help

Execute the information-seeking agreement

Do you have videos of marriage ceremonies of

different religions?

Mid-20’s woman, college library reference desk

Personalized Reference ModelInitial Question

Neutral questions – situation, use, gap

Learn about the user’s problem

Bridge-to-neutral questions

Present ideas that could help

Execute the information-seeking agreement

Yes-I-can-help-you

Rita Vine

rita.vine@utoronto.ca Course – Did I Answer Your Question?

www.thepartnership.ca – online – 6 weeks Instructor-led programs – 1 day - contact Rita