SAC Wales Forum 5.06.08 Chris Batt

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

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

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

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

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

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

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

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

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]

SAC Wales Forum 5.06.08 Chris Batt

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SAC Wales Forum 5.06.08 Chris Batt Presentation Transcript