Ask an Expert Task Force:
Findings and Decisions

Agenda
• Objectives
• Methodologies
• Some numbers
• Observations
• Steps forward
• Discussion

Objectives
• Assess CES' ability to operate an AaE
system
• Assess the performance to date
• Determine people’s expectations
• Assess AaE system usability
• Determine resources required to
operate the system

Methodologies
• Survey of the public users
• Focus groups of
specialists/educators/volunteers
• Interviews with Directors and
Administrators
• Analysis of logs and other metrics

Methodologies
• Survey sent to 6,557 clientele
o response rate: 504
o P (.05)= 376
• Interviews with
Directors/Administrators in 14 states
• 5 focus groups (Specialists/Agents)
• Log analysis

Some Numbers

Questions Submitted/Answered

Who is Answering Questions:
The Ask an Expert Long Tail

Who is Asking Questions:
Demographics

Knowledge of CES

Observations

How Does the Public Perceive
Answers from eXtension?
Not based Science-based
on science
Not trusted
Trusted

Science-based/Trusted
What the clientele said:
“I am glad to have my other research confirmed
however by a trustworthy source.”
“I got a reply that, although not what I wanted to
hear, I trusted”
“I had a very prompt reply, with very accurate
information plus direction to a paper.”
“A Google search provided an answer but I needed
someone with authority and experience to
corroborate...”

How Did the Public
Describe Their Question?
A curiosity Critically
important
Of little Of significant
economic economic
need need

Importance
What the clientele said:
“I was worried about food safety for my family if I
planted my vegetable garden as planned.”
“Squirrels have been eating my house. We tried
several suggestions, and the situation is improving.”
“He gave practical information about how to decide
what is best for my family, as opposed to necessarily
doing what's best for the tree. Very helpful.”

Speed of Response

Speed of Response
What the clientele said:
“I didn’t expect an answer so quickly. In the matter of
an hour or so..the response was very helpful. I am
thrilled with this service”
“I will not keep a client waiting a week for a
response. My suggestion would be that if you are
going to provide this question and answer service,
you need to respond in a timely fashion (within 2
days)”

Speed of Response
Our CES faculty/educators say it is
unreasonable for us to expect them to
respond to questions over weekends
and holidays... “Office hours should be
published... But, during such office
hours, 48 hours seems an appropriate
response time.”
- Faculty/Agent focus group

Utility by Response Time
(What role did the answer play in solving the problem)
Questions answered in 2 days or less
Insignificant Very important
role role
Questions answered in 3-7 days

Utility of Answer
What the clientele said:
“We were supplied with the information we wanted in
an expedient, competent and professional manner
(which is so unbelievably rare these days).”
“I do know it took four days for me to get an answer
and I thought at the time if the answer was needed
was urgent, I would have been in trouble.”
“To be frank, it’s kinda hit or miss and I’m not sold on
the 'quick' response promised.”

Visualization of Quality of Answer
This cluster of user Axes
stories indicates that eX – science-based
answers are mostly – trusted
viewed as Trusted and – simple/complex
Science-based.

Simplicity/Complexity
What the clientele said:
“I did not really get an answer...I did ask a fairly long,
drawn out and complicated question. I was rather
disappointed in the short answer.”
“The answer was well-written and included even
more information that I had expected.”
“The ‘Expert’ forwarded an article but it did not
address the specifics of my question... ”
“As a person who has been involved in Dairy
business, I knew what we should do... but
unfortunately what I got was very simple concepts.”

Valued Activity
Administrators observed that AaE
is not considered scholarly work,
but saw the value in reaching-out to
clientele.
- Director/Adminstrator interviews

Valued Activity
Responding to questions coming
through AaE generally receives little
professional credit… most tenure-
track faculty receive little credit for
such activity.
- Director/Administrator interviews/Focus
groups

Decisions

Decisions
• Need more people within and outside
CoPs answering questions.
• CoPs need to focus on recruiting and
identifying appropriate responders,
and on professional development.
• Must answer questions outside of
currently launched CoPs. Need
strategy.

Decisions
• Performance metrics must match
clientele expectations.
• Develop content that appeals to more
diverse demographic.
• Focus on online engagement.
• Recognize AaE is reaching new,
online audiences.

Discussion