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Part 6: Collecting and Analyzing Data

Part 6 Collecting and Analyzing Data (15 Points)

Conduct community analysis and implement your evaluation action plan to gather feedback from users about your selected PL service under study. Report in terms of the following: Summarize and report findings (question-by-question) based on data gathered while conducting user-centered assessment/evaluation about your selected PL service. If applicable, provide transcription of data collected as an appendix. (Provide other forms of data collected).

Abstract: This project will focus on the Nashville Public Library system (NPL) in the Nashville- Davidson County area, serving around 650,000 residents, of which 330,000 have library cards. The project will analyze and assess the Studio NPL service of the library system, which functions as a teen center. The overall project will focus on the number and quality of services provided by Studio NPL as a part of the NPL system. This sixth section compiles and analyses the data as well as providing program recommendations for the Studio system.

1 Critique and analyze data collected: Discuss and report user feedback about the PL service in terms of their needs and information experiences, availability and access, barriers/challenges faced in using the select service, kinds of benefits in using the service, suggestions for improving the service, etc.

The print survey was administered over a two day period, from April 1st to April 2nd. The survey was given to teens to fill out and was incentivized with candy purchased for this event. There were eight questions overall: two demographic questions, four selection questions, and two response questions. The selection questions sought to determine their knowledge of the Studio brand, their interest in attending, types of events, and what social media the teens wished to see Studio use. The two response questions sought to determine the appeal of a teen area As well as how the teens viewed the Studio in regards to addressing their needs.

The number of respondents for this survey totaled thirty persons: thirteen females, fourteen males, and three who classified themselves as other. Concerning grade level, only eight of the interviewees were upperclassmen, as in grades eleven or twelve, with twenty two others being underclassmen, in grades nine or ten. This information provides a significant data sample by which the teens can express their opinions on these questions and provide the author for more effective conclusions.

Question One: Have you heard of Studio NPL?

The first question regarded the familiarity of teens with the branding of Studio. The Studio brand was surprisingly low in name recognition, with only eleven respondents, or 36.7%, knowing that there is a "Studio." The respondents seem to be aware of the teen area, but not the specific branding of the Studio label. This is due in part to the current labeling of the area is known as the "Teen Center." Since the events of Studio NPL do not comprise the entirety of the teen center, the teens are unlikely to make the correlation. This question establishes the base of the survey as both an educational opportunity and an information gathering tool. This question shows that the branding of the Studio area will be important for future events.

Question Two: If yes, how did you hear about the teen area?

The second question requested teens to answer how they found out about the teen area itself. A significant portion, 30% of respondents, stated that they saw the area being constructed, meaning the teens are already semi-frequent patrons of the branch itself. The other significant response was that someone familiar to them such as a classmate or a parent told them about the place. Notably, only two of the respondents stated that they found the information from librarians or outreach programs. The conclusions that can be drawn from this question is that the current base of users are coming from teens that are already consistent users rather from outreach programs. This can be noted for future trends of library activities to engage in outreach services.

Question Three: What is or can be appealing about an area just for teens?

The third question could be considered the most important question considering it asks for the appeal of a specific teen area. With this question, one word repeatedly showed up in the results: Hangout. The teens expressed the ability to visit with friends and meet new ones in a space that is only for them. Other major responses included the ability to have their own space to work on their assignments or projects. A single response brought up an important point that was surprising to the author that it wasn't brought up more: one respondent believed that this area was appealing since they did not have to control their noise.

The teens stated in multiple responses that they would enjoy being able to socialize and participate in activities; this space allows them to engage other teens without fear of being controlled volume wise. The results that can be determined from this conversation is that the current majority focus by teens is on the social element of the area rather than a quiet area as is seen in the rest of the library. The current layout of the Studio area is conducive to just this strategy with an open area for teens to freely move about with work areas in the periphery.

Question Four: How often would you want to visit a Studio area if it was available every week day? (14 said few days, 7 every day, one never)

The fourth question asks the teens about their desire to attend Studio events and the teen area in general on a frequent basis. A significant majority of respondents identified that they attend the Studio often, half of which classified themselves as attending "a few times a week" and another seven classified as attending "every day." This means that 73% of respondents are frequent attendees of the Studio area and are often involved in events. Only one of the thirty respondents stated that they would not attend with any frequency. This proves that there is already a consistent user base of the program in the range of thirty to forty users per day. This number of teen users is a good base but there is always potential for growth in the long term.

Question Five: What type of activities are you most interested in seeing in the Studio?

The respondents were asked to consider what activities they were most interested in that are currently in the Studio lineup. The results were an accurate representation of what the teens already had available, with half of the respondents equally stating they were interested in the music development program and the video games available in the teen center. Another eight expressed their interest in the 3D printer, which already is set up and used in the teen center. Another type of event, computer coding, which will eventually be a part of the roster, was expressed by seven of the users. Only three of the respondents stated that they had no events that they were interested in, which are likely those only there for the purposes of socializing. A future consideration could be to ask teens what the Studio area should have as the program grows and tailors further to their needs.

Question Six: What social media websites would you like to see Nashville Public Libraries post on?

With the social media question in question six, teen feedback was solicited on the best method to reach out to them. The largest social media method that teens expressed was Instagram, which was expressed by eighteen of the thirty respondents. Three other major social networks expressed by a plurality of users were Facebook, Twitter, and Tumblr. A surprise social network that was written in was Google+, which was requested by two users. This information gathered has the potential to provide future impact as to how the library reaches users both in and out of the library facility.

In order to make use of the suggestions on social media, the consideration of how these networks should be used can be discussed. The studio in its current form only has a basic website and no real social network impact. The use of networks like Instagram and Tumblr would allow posting of teen works as well as the activities that are being seen. A simple blog could also be made of use in order to provide teens more explanation of the events that are going on. This blog could be supplemented by Facebook or Google+ connections in order to see readership of these strategies develop.

2 Improvement strategies: Present a plan for improvement strategies to implement in relation to the selected service for the PL to follow based on the data that you collected during this study. Develop a categorization scheme for the improvement strategies under different headings as appropriate (e.g., web representation, training, marketing to users, etc.).

Web Representation

Likely the largest issue facing the Studio system is the ability to make their presence known by the teen demographic they wish to involve. An effective web strategy could show all that Studio has in terms of the potential output for teens to see. In order to function as a thriving teen center across the system, the teens need to be able to see all of the events that are pending and as a place they can interact with the Studio system while away from the library. Currently, the Nashville Public Library system has not brought significant attention to the website for Studio, which shows in no searches related to teen activities in Nashville. A renewed website strategy would bring in teens who would appreciate their own dedicated section on the NPL website.

Social Engagement

When it comes to engagement with the teen demographic, the ability to connect with teens on commonly used social media networks allows a connection that is past the initial time of contact in the teen center. The use of social networks, monitored by the staff, would allow for advertising for future events as well as a display of the works that teens create in the Studio. The largest social media suggested, Instagram, would provide an excellent outlet for this goal as it allows for creative displays that can be shown off to the potential users while providing engagement of the teen demographic inside Studio events. This would also be supported by the use of Tumblr, which connects to an active social network showing creative displays. Facebook and Twitter could be used more as connecting to the community at large outside of the teen demographic for marketing purposes.

Programming

The results of the survey showed that the teens preferred the events that they were already familiar with in the teen center. Further surveying across the Studio umbrella should include questions regarding the events and programs that would be desired by the teens in the future after the Studio system grows. Future surveys would need to include more opportunities for teen engagement as to the programming that would be preferred to be seen. These questions could potentially include the possibility of expanding the programs that are currently already in use. This expansion could be included with the mobile labs that are being developed for the smaller branches within the system.

Outreach

A key for the future growth and development of the Studio program is reaching out further to the local schools in order to connect the education system to the potential of the events provided in the teen area. This significant staff effort by the teen area would involve further coordination with the Metro Nashville Public School system and connect to the schools in a more informal way than the library system inside each school. The goal in the long term would be to see larger numbers of teens at all of the branches that are to include Studio programming as well as significant attendance of the events that are involved in the mobile lab once it is fully developed.

3 Report findings to your PL and provide feedback about their response to your findings.

After the completion of the survey results, a topsheet of the survey was provided to the teen librarian head, the teen librarian at Green Hills, and the Studio coordinator. The topsheet contained the results of the survey and notable thoughts, which reflect responses from the previous section. The feedback of the survey was positive, indicated by personal contact and email responses. According to the teen librarian head, the survey was indicative of trends that have been seen previously and therefore add evidence to the already prevailing theory as to teen engagement. The input was welcomed and thanked for the time to be considered with future planning.

4 Critique your process: Discuss and report your process while conducting user-centered assessment in your evaluation action plan and include your observations, what worked and did not work, obstacles and challenges, etc. Provide a discussion of the most interesting facts that emerged during the process.

The process of this survey was based upon the idea that teens would respond to a survey that solicited their opinion and engaged the user. The survey itself was intended to allow the the teen, as a member of the community, to provide their input into the potential of the area specifically constructed for their needs. This was accomplished through the process of a survey that asked direct questions to get feedback effective enough to gain conclusions. The largest issue was getting users to buy in over the two days polled, this was corrected through using candy as an incentive to the survey. Another major hurdle was the inability to spend time personally proctoring the survey, which was resolved thanks to the teen services librarian, M. Ramos, asking the teens to take the survey. For the context of this survey, it might have worked better in order to have it online, but with no distribution method aside from a computer in the Studio area, it was simpler to have a paper survey.

The ability to determine what the teens wanted out of Studio and the best ways of connecting with them on social media provided excellent insights into their interests. These interests range from the socializing abilities in an open space with freedom of volume to the activities that are already in use such as video gaming systems and music production. Their feedback also provided a clear favorite as to the way they wish to be contacted which can be adapted for later use. Further, it showed the understanding of the Studio events that are already available to them as well as to if they understand the Studio format. One major issue with the survey is not providing in question number five a slot for suggestions regarding events that could be obtained for the future. Although Niq Tognoni stated that the events chosen were more based on what would be good for the teens rather than what the teens directly wanted, soliciting their opinion could have provided potential for suggestions about the future. (personal communication, January 30, 2015)

The most surprising response came on the social media question, where Instagram was a favorite app of choice. The popularity of the main social network, Facebook, was expected to be the top choice considering its usage by all demographics. Another notable fact came from the amount of time that teens wanted to commit to spending time in the teen center, almost three fourths of respondents. Another key fact is that the area is more known as the "teen center" rather than being a part of the Studio format.

The largest success from the survey was providing an "other" option for gender and getting three users who marked as such. The open space that libraries wish to provide to patrons should be as open as possible, catering to any person who wishes to be a part of the community. Providing this option in the survey wished to demonstrate the open potential for users to be accepted no matter their beliefs.

Considering all factors, the survey provided an excellent insight as to the inner workings of a teen community. The users are here specifically for the teen center and creating or sustaining consistent users is key for the long term survival of the Studio center. Nashville Public Library has a vested interest in providing services to people throughout their entire lives, this facility is just another way of bringing a safe and open space to the teen demographic. The process of this survey allows a data sample of information to determine the best ways to keep the teen demographic engaged over time which is important to the library system. A repeated use of this survey at other branches would bring a larger and more effective data sample, providing more opportunity to create and sustain teen users in the long term.

Appendix A: Raw Data
Gender Age Group Have you heard? How? What is appealing? How often? Type of Activities? Social Media?
Female Lower High Yes (Not by Name) Parents Work Space, Hangout Once a week Coding/Video Games Tumblr
Female Upper High No Saw in Library "Being around people who understand the stage of being an adolesent" A few times a week Music Development Facebook/Instagram
Female Lower High No Saw in Library "I guess the fun" Never ("Maybe") Video Games/None "Doesn't Matter"
Female Lower High Yes Saw in Library/Friend Video Games/TV/Board Games A few times a week Music/Video Games Facebook/Instagram/Tumblr/Pinterest
Female Lower HIgh No Parents "Colorful and attracting that would make the room comfy" A few times a week 3D Printing/Video Games Tumblr
Male Lower High Yes Classmate Games and Snacks Every Day Music Development Twitter/Instagram/Snapchat
Male Upper HIgh No Saw in Library Familiarity A few times a week All Twitter
Other Lower High No N/A Everything Once a week All All
Male Lower High No Family Unsure Only for events Music Development Instagram
Male Lower High No Classmate Atmosphere Once a week Coding/Music Development Facebook/Twitter/Instagram/Tumblr
Female Upper High No Walk-in Outreach "Nice to have a place thats not all little kids and adults" A few times a week Music Development Facebook/Instagram
Female Upper High No Family Exclusivity A few times a week Music Development Twitter
Male Upper High Yes Saw in Library Tv/Computers/Friends/"Awesome Librarian" Every Day Video Games Instagram
Female Lower High Yes Friend Meeting new people/Hangout Once a week 3D Printing Instagram
Other Lower High No Friend Noisemaking/Hangout A few times a week 3D Printing/Video Games All (Google+)
Female Lower High Yes Saw in Library Video Games/Computers Once a week None Facebook/Google+
Female Lower High No Haven't Hangout A few times a week Music Development Twitter/Instagram
Female Upper High No Parents Hangout A few times a week None Instagram/Snapchat
Male Lower High Yes Friend Hangout Once a week Coding/Video Games Doesn't use
Male Lower High No "Like a magical place that appears when you come of age" Hangout Every Day All Twitter/Instagram/Reddit/Tumblr
Male Lower High No Saw in Library Hangout/Activities A few times a week Music/Video Games Instagram
Female Upper High Yes Saw in Library Hangout Every Day None Facebook
Female Upper High Yes Librarians Hangout/Workspace Every Day 3D Printing Twitter/Tumblr
Male Lower High Yes Saw in Library Tv/Games Every Day Coding/Video Games Email
Male Lower HIgh Yes Friend "Depends on the teen" A few times a week Video Games Twitter/Reddit/Tumblr
Other Lower High No No Hangout Once a week Music Development/Video Games All
Male Lower High No No Hangout Every Day Videogames None
Male Lower High No No Hangout A few times a week Music/3D/Video Games Instagram/Tumblr
Male Lower High No No Hangout A few times a week Music/3D/Video Games Facebook/Twitter/Instagram
Male Lower High No Saw in Library Hangout A few times a week 3D Printing Facebook

Spring 2015

Contact K.C. Williams

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Phone:865-974-2148
Fax:865-974-4967
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