为牛津GLAM开发数字受众框架

IF 1.8 Q2 INFORMATION SCIENCE & LIBRARY SCIENCE Performance Measurement and Metrics Pub Date : 2019-11-11 DOI:10.1108/pmm-09-2019-0042
E. McCarthy
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引用次数: 0

摘要

目的为了制定一个共同的战略规划和评估框架,牛津大学的花园、图书馆和博物馆(GLAM)进行了一个定义数字受众的过程,进行了用户研究,为新的受众框架提供信息,这反过来又为研究在图书馆网络重建中的应用提供了新的方法。本文旨在讨论这个问题。设计/方法论/方法GLAM使用定性和定量技术来了解访客如何以数字方式参与GLAM:访客跟踪、离职面谈、日记研究、远程访谈、社交媒体和数据评估。由此,GLAM专注于适用于各机构访客的动机原型,以及支持这些原型的钢笔肖像,以及创建新肖像的模板。发现该框架帮助GLAM制定了数字优先事项,并概述了数字输出如何从自下而上的用户角度满足所有受众的需求,而不仅仅是通过自上而下的机构决策。与此最相关的是,从用户研究中获得的信息为博德利图书馆的网站重建提供了巨大的信息。博德利图书馆在该框架内的工作表明,这样的研究机构不仅仅是高水平的;它可以在制度和项目层面上应用,产生巨大的效果。创意/价值关注动机而不是人口统计是接触数字受众的一种不太常见的方式。事实证明,在进行战略规划和具体发展项目之前,为数字受众开发这样一个有凝聚力的框架是其他机构可以学习的一项宝贵工作。
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Developing digital audience frameworks for Oxford’s GLAM
Purpose In order to develop a common framework for strategic planning and evaluation, the Gardens, Libraries and Museums (GLAM) of Oxford undertook a process for defining digital audiences, undertaking user research to inform a new audience framework, which, in turn, is feeding a new approach and the application of the research across the Libraries’ web redevelopment. The paper aims to discuss this issue. Design/methodology/approach GLAM used qualitative and quantitative techniques to understand how visitors engaged with GLAM digitally: visitor shadowing, exit interviews, diary studies, remote interviews, social media and data evaluation. From these, GLAM focussed on motivational archetypes that apply to visitors across the institutions as well as pen portraits to support those archetypes, and a template for creating new portraits. Findings The framework helped GLAM develop digital priorities and outline how digital output met the needs of all audiences from a bottom-up user perspective, rather than only through top-down institutional decision making. Most relevant here, learning from the user research hugely informed the Bodleian Libraries’ website redevelopment. The Bodleian Libraries’ work within that framework shows that such a body of research is not solely high level; it can be applied on an institutional and project level to great effect. Originality/value Focussing on motivations rather than demographics is a less common way to approach digital audiences. Developing such a cohesive framework for digital audiences before undertaking strategic planning and specific development projects proved a valuable piece of work from which other institutions can learn.
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来源期刊
Performance Measurement and Metrics
Performance Measurement and Metrics INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
2.20
自引率
0.00%
发文量
1
期刊介绍: ■Quantitative and qualitative analysis ■Benchmarking ■The measurement and role of information in enhancing organizational effectiveness ■Quality techniques and quality improvement ■Training and education ■Methods for performance measurement and metrics ■Standard assessment tools ■Using emerging technologies ■Setting standards or service quality
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