Vol. 22, No. 4/Summer 2000
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Being Digital, and Keeping Focus
Digital Focus Groups Targeted e-mail "digital focus groups" have become a powerful tool for the USA TODAY library in determining how well librarians are providing service to reporters and editors. As opposed to in-person focus groups, e-mail provides greater response, can include more users and gives even more of a sense of confidentiality to user responses. USA TODAY Library Director Barbara Maxwell explained: "I am looking to see what type of service we are providing on a regular basis to users. I look for patterns, either in good service, or with problems. If there are problems listed about listening, not getting what was asked for, non-professional service, those send up specific flags." The most recent digital focus, conducted this winter by librarian Bruce Rosenstein, received an extraordinary rate of response: 300 e-mail questionnaires were sent and 169 were returned. The four questions were worded to get reporters' and editors' views on whether the library has the right sort of materials and provides adequate access to them, and how it measures up regarding service. Separate questionnaires were sent to people in bureaus. The satisfaction rate was an overwhelmingly positive 93%. The most recent digital focus group yielded quotes such as these:
Digital Slug Checks In addition to the digital focus groups, separate "digital slug checks" are sent regularly by e-mail by librarian Teresa Campbell as a follow-up to check on how satisfied patrons were with the response they received to reference questions. Focus groups, whether in person or digital, have been an ongoing process in the library for years. But the reference slug checks are a newer innovation. According to Maxwell, "I place a very high importance on feedback and follow-up to both of these processes. I think it is imperative for the user to feel that we are listening, and, when possible, are trying to make changes or respond to what they are asking for or stating. There is nothing worse than being part of a focus group or survey and feeling that what you said didn't matter. Depending upon the concern or comments, I will sometimes respond directly to the user, or the Assistant Director will. When we instigate a suggestion from a user, I have Bruce Rosenstein contact the user back so they know we are doing what they asked. I think this also helps promote users feeling comfortable to ask for other things, or make other comments." Maxwell said "I got the idea because I thought we needed to have a more current, proactive way to get at issues with users than running focus groups each quarter. That way, if there is an issue, we could deal with it quicker, and not allow it to fester. The reference quality slug checks were built off the premise of the archive slug checks, where each day images or stories are checked for accuracy. It is done via e-mail and each user is sent a set of questions to respond to. Teresa Campbell then forwards the responses to Jeanette [assistant library director Jeanette Brown) and myself. It is done twice a month. I also got this from other service organizations that check on their service through surveys or e-mail questionnaires -- like Amazon.com or L.L. Bean." Digital focus groups and slug checks can work in your library if you commit to targeting a wide range of patrons, word your questions carefully and listen seriously to their responses. It may change your whole idea of how surveys can best be conducted. Bruce Rosenstein is a librarian at USA TODAY in Arlington, VA. You can contact him at brosenstein@usatoday.com.
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