The Strategic Content Alliance A presentation on the work of the SCA

The Strategic Content Alliance www.jisc.ac.uk/contentalliance | Slide 3 June 2009 AUDIENCE ANALYSIS AND MODELLING: A Drama in Five Acts CHRIS BATT consulting [email_address]

The Strategic Content Alliance www.jisc.ac.uk/contentalliance | Slide 3 June 2009 The Intent The Leg Work The Approach The Outcomes The Consequences

www.jisc.ac.uk/contentalliance | Slide 3 June 2009 http://sca.jiscinvolve.org

THE INTENT Survey existing market intelligence about user requirements in the sponsoring organisations Develop a suitable methodology for analysing audience behaviour and how this should best drive the development of e-content policy including opportunities for cross-sectoral collaboration Develop an understanding of the e-content audiences of the sponsoring organisations Analyse existing user behaviour when accessing e-resources and capture future requirements Keep abreast of developing trends in the commercial sector for investment in digitization and for potential target audiences www.jisc.ac.uk/contentalliance | Slide 3 June 2009

Survey existing market intelligence about user requirements in the sponsoring organisations

Develop a suitable methodology for analysing audience behaviour and how this should best drive the development of e-content policy including opportunities for cross-sectoral collaboration

Develop an understanding of the e-content audiences of the sponsoring organisations

Analyse existing user behaviour when accessing e-resources and capture future requirements

Keep abreast of developing trends in the commercial sector for investment in digitization and for potential target audiences

www.jisc.ac.uk/contentalliance | Slide 3 June 2009 What do sponsors already know about audiences? Audiences Discovery Evaluation Matrix of shared categories to match content needs Sponsors’ delivery approaches + Google Sponsor knowledge/use of personalised front ends Review of approaches to interface impact assessment Recommend approach to shared evaluation Agreed scenarios to test against front ends 1 2 3 THE INTENT

Structured interviews with sponsor organisations Second layer interviews with other relevant UK organisations Correspondence with international contacts Australia, Canada, EU, New Zealand, Singapore Desktop research THE APPROACH www.jisc.ac.uk/contentalliance | Slide 3 June 2009

Structured interviews with sponsor organisations

Second layer interviews with other relevant UK organisations

Correspondence with international contacts

Australia, Canada, EU, New Zealand, Singapore

Desktop research

The Interview Questionnaire 1 Supply and Demand Audiences you are mandated to serve, their needs and the range of e-content provided for them Systematic research to establish types and needs of audiences Content services targeted at specific audience groups. Design methodology Collaboration to aggregate content and services - Repositories, cross-collection linking Approaches to enriched discovery for target groups - public search tools, Web 2.0, authenticated access, federated services, personalisation www.jisc.ac.uk/contentalliance | Slide 3 June 2009

Audiences you are mandated to serve, their needs and the range of e-content provided for them

Systematic research to establish types and needs of audiences

Content services targeted at specific audience groups. Design methodology

Collaboration to aggregate content and services - Repositories, cross-collection linking

Approaches to enriched discovery for target groups - public search tools, Web 2.0, authenticated access, federated services, personalisation

The Questionnaire 2 New approaches to resource discovery Priorities for improvement through audience research, audience involvement in design, exploit public search tools, personalisation Audience trends analysis and future watching Personalised services such as VLEs, Google Custom search, etc www.jisc.ac.uk/contentalliance | Slide 3 June 2009

Priorities for improvement through audience research, audience involvement in design, exploit public search tools, personalisation

Audience trends analysis and future watching

Personalised services such as VLEs, Google Custom search, etc

The Questionnaire 3 Evaluation Performance tracking tools and services Qualitative research on impact and to discover user needs (usability, standard search scenarios, personas) Systematic evaluation of impact and outcomes to show public value. Any common audience characteristics/user profiles Approaches to the evaluation of SCA demonstrators cross-audience characteristics/profiles pre-co-ordinated scenarios exploiting multiple content sources www.jisc.ac.uk/contentalliance | Slide 3 June 2009

Performance tracking tools and services

Qualitative research on impact and to discover user needs (usability, standard search scenarios, personas)

Systematic evaluation of impact and outcomes to show public value. Any common audience characteristics/user profiles

Approaches to the evaluation of SCA demonstrators

cross-audience characteristics/profiles

pre-co-ordinated scenarios exploiting multiple content sources

THE LEG WORK www.jisc.ac.uk/contentalliance | Slide 3 June 2009 SPONSOR ROLE BBC Executive Director of Future Media Technology Becta British Library Director of e-Strategy British Library Head of Web Services JISC Chief Executive, JISC Collections JISC Market Research Manager, JISC Services and Outreach JISC Communications Manager, JISC Services and Outreach JISC Development Director, Organisation and User Innovation Team JISC Programme Manager, Information Environment MLA Director of Policy Head of Digital Futures Head of Research and Evidence National e-Science Centre Deputy Director, Training, Outreach and Education National Library for Health National Core Content Manager

THE LEG WORK www.jisc.ac.uk/contentalliance | Slide 3 June 2009 OTHER ROLE EDINA Team Manager, Bibliographic and Multimedia Services Team Manager, Research and Geo-data Services Manager, Shibboleth Development and Support Services Team Manager, User Support Bibliographic Services Development Officer MIMAS Director Manager, ISI Services Manager, Learning and Teaching Manager, Library and Archive Services Oxford Internet Institute Director Web Developer Doctoral Student Research Fellow Publishers Licensing Soc. Chief Executive SLAIS/CIBER, UCL Director UKOLN Director Wellcome Trust Head of e-Strategy Head of User Services

www.jisc.ac.uk/contentalliance | Slide 3 June 2009 THE LEG WORK “ A rich, but complex landscape” INTERVIEWS 18 encounters 31 participants DESK RESEARCH 2 days

Everyone agrees that understanding audiences is important as is working more closely with them in the design of services Content developers are looking at approaches such as Web 2.0, personalisation and wider disclosure to improve discovery and involve users There is significant audience overlap in the negotiation of commercial licenses There are examples of user feedback mechanisms in the supply chain: The Web of Knowledge (MIMAS) NeSC Training Database Online questionnaires (British Library) www.jisc.ac.uk/contentalliance | Slide 3 June 2009 THE OUTCOMES

Everyone agrees that understanding audiences is important as is working more closely with them in the design of services

Content developers are looking at approaches such as Web 2.0, personalisation and wider disclosure to improve discovery and involve users

There is significant audience overlap in the negotiation of commercial licenses

There are examples of user feedback mechanisms in the supply chain:

The Web of Knowledge (MIMAS)

NeSC Training Database

Online questionnaires (British Library)

Current tools for quantitative evaluation leave much to be desired Considerable work focused on repositories, but there is yet to emerge a consistent approach, even within the SCA sponsors The CIBER Deep Web Analysis technique offers opportunities to exploit better existing data sets JISC and associated bodies have produced a significant corpus of research and knowledge that is not widely known www.jisc.ac.uk/contentalliance | Slide 3 June 2009 THE OUTCOMES

Current tools for quantitative evaluation leave much to be desired

Considerable work focused on repositories, but there is yet to emerge a consistent approach, even within the SCA sponsors

The CIBER Deep Web Analysis technique offers opportunities to exploit better existing data sets

JISC and associated bodies have produced a significant corpus of research and knowledge that is not widely known

The need for a common language Audience, user, consumer, customer, citizen, academic, researcher, student, etc, etc Public value, supply chain, value chain... The need for a shared approach Dealing with web metrics in ways that allow comparison (DWA, mapping of current approaches, etc) The impact of user-based design and usability testing Repositories, federation, service registries Z39.93 www.jisc.ac.uk/contentalliance | Slide 3 June 2009 THE CONSEQUENCES

The need for a common language

Audience, user, consumer, customer, citizen, academic, researcher, student, etc, etc

Public value, supply chain, value chain...

The need for a shared approach

Dealing with web metrics in ways that allow comparison (DWA, mapping of current approaches, etc)

The impact of user-based design and usability testing

Repositories, federation, service registries

Z39.93

www.jisc.ac.uk/contentalliance | Slide 3 June 2009 THE CONSEQUENCES Stage Two ITT

Strategic Content Alliance: Audiences and Evaluation www.jisc.ac.uk/contentalliance | Slide 3 June 2009 QUESTIONS AND COMMENTS PLEASE CHRIS BATT consulting [email_address]