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UNDERSTANDING USER NEEDS: THE POWER OF QUALITATIVE DATA
The ERIAL Project www.erialproject.org 5/31/2013
OCLC Northwestern University 2013 Dave Green
Dave Green Project Director, ERIAL Associate University Librarian Northeastern Illinois University
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Presentation outline
5/31/2013 OCLC Northwestern University 2013 Dave Green
Some qualitative methods/techniques for investigating user needs and experiences
Brief overview of the ERIAL project Ethnographic methods used in ERIAL and comments
on the data that was collected How the ethnographic data and the process
impacted some participants The shared ERIAL data: the big picture
ALL IN 15-20 MINUTES!
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Investigating user needs: methods
5/31/2013 OCLC Northwestern University 2013 Dave Green
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Investigating user needs: methods
5/31/2013 OCLC Northwestern University 2013 Dave Green
Market research: “What people say” Participatory design: “What people make” Ethnography: “What people do”*
source: Sanders, E. (2002). Ethnography in NPD Research—How “Applied Ethnography” Can Improve Your NPD Research Process. PDMA Visions Magazine, October 2002.
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Investigating user needs: methods
5/31/2013 OCLC Northwestern University 2013 Dave Green
Source: Sanders, E. (2006, September). Design Research in 2006. Design Research Quarterly vol 1, no 1 p. 6 (Design Research Society). Retrieved February 16, 2013, from http://www.drsq.org/.
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Investigating user needs: methods
5/31/2013 OCLC Northwestern University 2013 Dave Green
Using qualitative methods like ethnography “…builds evidence in a manner similar to a court case,
examining individual observations and gradually building a holistic picture of phenomena. This approach can have great explanatory power because qualitative data can directly demonstrate what research subjects actually do, think, and feel in the midst of real-world situations.”
A Practical Guide to Ethnographic Research in Academic Libraries (The ERIAL Toolkit) p. 3
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Investigating user needs: methods
5/31/2013 OCLC Northwestern University 2013 Dave Green
Ethnography: the art and science of describing a group, culture, or social process
Ethnography involves: Study of a local culture Fieldwork Multiple methods and data sources to develop a full
picture of a process and its context
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ERIAL: brief overview
5/31/2013 OCLC Northwestern University 2013 Dave Green
Funding: LSTA grant from the Illinois State Library totaling $337,000
Funding period: two years
Applied research project
Participants: five Illinois academic libraries About 25 librarians Two full time anthropologists
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ERIAL: brief overview
5/31/2013 OCLC Northwestern University 2013 Dave Green
Five academic libraries
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ERIAL: brief overview
5/31/2013 OCLC Northwestern University 2013 Dave Green
ERIAL organizational structure
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ERIAL: brief overview
5/31/2013 OCLC Northwestern University 2013 Dave Green
ERIAL research question
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Ethnographic methods used in ERIAL
5/31/2013 OCLC Northwestern University 2013 Dave Green
ERIAL methods Observational Participant observation Research process interviews
Retrospective Interviews
Elicitation Mapping Photography
Visual Library maps Design focus groups
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Ethnographic methods used in ERIAL
5/31/2013 OCLC Northwestern University 2013 Dave Green
ERIAL methods
DePaul IWU NEIU UIC UIS Total Librarian Interviews 9 9 13 13 5 49
Librarian Photo Journals 7 5 6 N/A 3 21
Librarians/Staff in Web Design Workshops N/A 15 9 N/A N/A 24
Faculty Interviews 14 15 16 15 15 75
Faculty in Web Design Workshops N/A 4 8 N/A N/A 12
Student Interviews 32 30 27 32 35 156
Student Photo Journals 11 13 11 11 10 56
Student Mapping Diaries N/A 24 10 N/A N/A 34
Students in Web Design Workshops N/A 30 20 N/A N/A 50
Student Research Process 10 30 10 10 N/A 60
Student Cognitive Mapping 37 44 33 N/A 23 137
Student Research Journals N/A 17 N/A N/A N/A 17
Student Retrospective Research Paper Interview N/A 9 N/A N/A N/A 9
Student Space Design Workshops N/A N/A N/A N/A 19 19
Total 120 245 163 81 110 719
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Ethnographic methods used in ERIAL
5/31/2013 OCLC Northwestern University 2013 Dave Green
ERIAL methods: mapping diary (elicitation)
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Ethnographic methods used in ERIAL
5/31/2013 OCLC Northwestern University 2013 Dave Green
ERIAL methods: cognitive maps (visual)
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Ethnographic methods used in ERIAL
5/31/2013 OCLC Northwestern University 2013 Dave Green
ERIAL methods: research process interview
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Impact of the data and process
5/31/2013 OCLC Northwestern University 2013 Dave Green
User experience is powerful and persuasive: hard to ignore
Changed mindset of (some) observers Invigorated the relationship with teaching faculty Strong supportive response from the university
community The process itself builds strategic relationships
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5/31/2013 OCLC Northwestern University 2013 Dave Green
Impact of the data and process
Tim
e
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Impact of the data and process
5/31/2013 OCLC Northwestern University 2013 Dave Green
Impact on the teaching faculty “…Moreover, our findings dramatically changed the conversation
with teaching faculty and administrators on why, and how, to incorporate information literacy into the curriculum. ”
Lynda Duke, Academic Outreach Librarian,
Illinois Wesleyan University
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Impact of the data and process
5/31/2013 OCLC Northwestern University 2013 Dave Green
Impact on the teaching faculty When faculty at NEIU learned the degree that students were
struggling with understanding and using information sources, they responded with an overwhelming surge in library instruction requests.
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Impact of the data and process
5/31/2013 OCLC Northwestern University 2013 Dave Green
Impact on the teaching faculty
0
50
100
150
200
250
300
350
400
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Number of Class Instruction Sessions by NEIU Librarians
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Impact of the data and process
5/31/2013 OCLC Northwestern University 2013 Dave Green
Impact on the teaching faculty Changes in orientation requirements (NEIU) Changes in instruction requirements (NEIU, IWU) Changes in the curriculum (NEIU, IWU)
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The shared ERIAL data: big picture
5/31/2013 OCLC Northwestern University 2013 Dave Green
“We will explore how shared user, usage and collections data are changing academic libraries.”
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The shared ERIAL data: big picture
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The shared ERIAL data: big picture
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The shared ERIAL data: big picture
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The shared ERIAL data: big picture
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The shared ERIAL data: big picture
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The shared ERIAL data: big picture
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The shared ERIAL data: big picture
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The shared ERIAL data: big picture
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The shared ERIAL data: big picture
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Presentation outline in review
5/31/2013 OCLC Northwestern University 2013 Dave Green
Some qualitative methods/techniques for investigating user needs and experiences
Brief overview of the ERIAL project Ethnographic methods used in ERIAL and comments
on the data that was collected How the data and the process impacted some
participants The shared ERIAL data: the big picture
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Questions?
?
5/31/2013 OCLC Northwestern University 2013 Dave Green
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