DATE CLIENT
STRATFORD PUBLIC LIBRARY
go public!
methodology | sentiment | insight | data visualizations | social media | b...
scope
In October 2010, the Stratford Public Library won a
$31,000 CSIF grant to undertake a new kind of strategic
planning proce...
The project had four distinct aspects:
a community ‘visioning’ town hall, filmed and
transcribed to capture key sequences t...
This presentation
examines the rich
qualitative data from the
community co-creative
sessions, expressed not in
numbers but...
Instead of filling out a form
or writing a prepared
‘mission statement,’
stakeholders were asked
to share stories...their
s...
Their shared stories
comprise Stratford’s
‘collective intelligence’
around the idea of ‘library.’
methodology
Rarely polled stakeholder
communities like at-risk
youth, small business and
the nonprofit faith/service
sector participate...
First, the numbers.
1 visioning session
12 community collaboration
sessions
13 different constituencies
reached (including three
youth subgrou...
In the co-creative sessions
alone, over 150 different
themes emerged from
thousands of human
interactions amongst
some 125...
over 18 hours of
conversations recorded
and mapped
Hundreds of
conversational ‘turning
points’ emerged, which
identified dozens of
possible solutions.
We listened. Profoundly.
These shared community
stories sparked
conversations, rich in
sentiment (how people feel
about a topic) and insight
(preci...
How did we inspire these
conversations?
First, we designed a
welcoming, intimate
setting to relax the
participants. (Details like
lighting and music were
key cons...
Using film clips (from the
October ‘visioning’
townhall and YouTube) and
a simple word game, we
launched conversations
reve...
...the ‘once and future’
library.
And then got the heck out
of the way.
The result? Laughter,
frustration, nostalgia,
reflection, real live
argument: a rich window
on participants’ past
experienc...
It was intense: participants
were amazed that their
time together went so
quickly.
The shared stories were
recorded live and mapped
simultaneously.
The conversations were
recorded and annotated by
LiveScribe® digital audio
pens and live-mapped by
Compendium.
At each and every
session, we noted a strong
sense from participants
that ‘great session: we’ve
been heard.’
We then identified hidden
patterns in the texts
generated by the maps
and LiveScribe notes.
Once Compendium
captured key
conversational ‘turning
points,’ we confirmed the
emotional triggers
sparking co-creativity.
snapshot of 2mins of conversation
from ‘arts/culture’ co-creation session re role of librarians
‘turning point’
‘turning p...
The LiveScribe interactive
maps benchmarked key
comments, in context,
against the session’s
actual audio recording.
snapshot of 22mins
of LiveScribe
conversation
from ‘youth #1’
co-creation session
re future of
librarians
The conversation maps
were analyzed for context
and topic frequency.
German ‘concordancer’
freeware called TextStat
analyzed term frequency
and context.
theme in context
sample query string
library
access healthcare
information
And ‘hotspots’—where the
conversations sparked
new ideas—were
identified and classified.
Seven story themes
emerged.
These themes naturally
segment how people think
about libraries.
PLACE/SPACECULTURESELFCOMMUNITY
‘THE UNQUIET
LIBRARIAN’*
RESOURCESTECHNOLOGY
CONVERSATIONAL THEMES
*active, visible, noise...
Thematic responses were
mapped against seven
modes of interactivity (q+a
styles) around the table.
Those q+a styles pinpoint
seven ways two people
resolve ambiguity in the
course of a conversation.
The results yield data
weighted for ‘mention
frequency’ (from TextStat)
within the seven themes.
Then we mapped the
styles against the themes,
uncovering hidden
patterns.
...but expressed via icon
sets, with icon size
proportional to frequency-
of-mention weight
Here’s a prototype
datavisualization.
iPads
salon
comfy chairs
youth ‘ambassadors’
media commons
community hub/‘living room’
better marketing/branding
icon size...
The relationship between
participant interactivity
and story created rich
sentiment and insight
data, in context.
sentiment measures the
aspirational—what we feel in expectation
insight measures the
experiential—what we actually experie...
And here’s what they said,
thought, and want: the
aspirations of a
community exploring their
future library.
sentiment
There’s tremendous power
in naming concepts. If you
can name a concept, you
can advocate for it or
refine it...and demand i...
Plus, if we know which
topics arise in which
context, we have a
powerful predictive basis
for think about the future.
Sentiment analysis is key
to this naming process:
what triggers participants’
feelings about the library?
Sentiment incites people
to actually do something.
Sentiment segmented into
three categories.
passions: ‘hot’ beliefs not
likely to change
passions include
> inspiring architecture
> ‘quiet’ v. ‘community
zones’
> library = community
‘living room’ (comfy chairs)
more passions
> libraries must curate huge
information flows,
especially community data
> books are beautiful
passions
give us more useful community data!
kill overdues, dude!
we want activist librarians who show us stuff
software c...
They’re not negotiable
sentiments.
paradoxes: discoveries
that contradict received
wisdom
Paradoxes contradict
received wisdom.
Key paradoxes include
> youth prefer traditional
human library services
> seniors prefer evolving
core library services, a...
paradoxes
you’ve got all this data...and no business librarian? huh?
I’m 15 and I want an old fashioned librarian!
I’m 72 ...
‘Pick ‘ems’: ‘cool’ beliefs
that are negotiable
‘Pick ‘ems’ include
> hyperlocal databases to
explore local history and
business research
> sharing ‘leads’ for new
discov...
pick ‘ems
new building or Carnegie?
green/LEED yes...but lots of parking too?
love a café...but will it fly with downtown m...
sentiment data maps
(from seven themes)
COMMUNITY @ LIBRARY
great library +> attract new talent to Stratford
economic generator!
transport hub for teens, seniors
...
SELF @ LIBRARY
libraries spark all forms of creativity
share story/life experiences with others
libraries cross generation...
CULTURE @ LIBRARY
gathering place / opposite of ‘outreach’
culture to people ‘where they are’
‘club hub’
‘bring people tog...
PLACE/SPACE @ LIBRARY
‘zoned space’+> a salon for everybody, quiet or noisy
comfy chairs (huge!)
critical to downtown vita...
TECHNOLOGY @LIBRARY
digital media lab for tweens/teens...everybody!
community media commons
games = learning
‘gimme a comp...
RESOURCES
@LIBRARY
better fine/hold system
volunteer book delivery
free database access: who knew?
smarter web experience
c...
‘THE UNQUIET LIBRARIAN’
GO TO THE COMMUNITY!
specialty branches?
get out from behind that desk!
give teens more responsibi...
insight
Insight measures accurate
intuition: we broke insight
data down by participating
subgroup categories.
All participant data
visualizations are
generated from the brand
trust
love of books/book experience
relaxation
adventure
‘part of community culture’
connectedness to the world
personal g...
trust
love of books/book experience
relaxation
adventure
‘part of community culture’
connectedness to the world
personal g...
trust
love of books/book
experience
relaxation
adventure
‘part of community culture’
connectedness to the world
personal g...
trust
love of books/book experience
relaxation
adventure
‘part of community culture’
connectedness to the world
personal g...
trust
love of books/book experience
relaxation
adventure
‘part of community culture’
connectedness to the world
personal g...
trust
love of books/book experience
relaxation
adventure
‘part of community culture’
connectedness to the world
personal g...
trust
love of books/book experience
relaxation
adventure
‘part of community culture’
connectedness to the world
personal g...
takeaways*
(in bite-sized chunks)
*for future reference
Library patrons are values-
driven: they support you
not for what you do but
why you do it.
1
Libraries are in the story
business. SPL needs a
clear, cogent ‘brand story.’
2
The library experience
couldn’t be more personal:
ignore this at your peril.
(Interpersonal skills—the
‘unquiet librarian’...
SPL isn’t an airline:
“customer service” is not
what people want.
4
No: what they want is
smart, convenient access,
on their own terms,
mediated by smart,
accessible librarians.
5
SPL better mean business
about how it tells its own
story...and especially to
business itself. (Marketing
especially.)
6
Even people who don’t use
the library love the idea of
a beautiful, well-used
public space.
7
Never underestimate the
power of a comfy chair.
(Hint: laptops and tablets
don’t need tables.)
8
Play is learning. Learning
is play. Don’t get in the
way of either. And each
requires a distinct library
environment.
9
Libraries aren’t just about
technology. They’re a safe
haven for contemplation,
research and exploration.
10
And the biggie—in a
single sentence...
Libraries build
participatory culture.
11
There is literally not a
single aspect of modern
culture the library cannot
democratize—‘bring to the
people.’ Not one.
12
Because the ‘next library’
has no walls.
13
And, in the immortal words
of one 19 Stratford year-
old: ‘grow that culture!’
14
That sounds a lot like a
core strategy for the future
of the Stratford Public
Library.
That’s all, folks. Thank you.
Chinese pictogram for
‘collective wisdom’
proud contributor of $35,000 in in-kind
knowledge sharing to this project
The support of the Government of Ontario, through the Ministry of Tourism, Culture and Sport, is acknowledged
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Csif.data.report.v3.fopl

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project description of story- and data-driven qualitative brand audit/market research for public libraries seeking to demonstrate ROI to their stakeholders via innovative community sentiment/insight mapping techniques

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Csif.data.report.v3.fopl

  1. 1. DATE CLIENT STRATFORD PUBLIC LIBRARY go public! methodology | sentiment | insight | data visualizations | social media | brand FEBRUARY 16 2012 the library has no walls mapping the next library
  2. 2. scope
  3. 3. In October 2010, the Stratford Public Library won a $31,000 CSIF grant to undertake a new kind of strategic planning process: one driven by the community stakeholders, in their own words, telling their own stories. This simple concept meant the community itself would co-create answers to the myriad questions about the future of the library: bottom up, not top down...predicated on the concept that ‘we’ is smarter than ‘me.’ This report details the process, its results and the prospects for a future library in Stratford.
  4. 4. The project had four distinct aspects: a community ‘visioning’ town hall, filmed and transcribed to capture key sequences to inspire stakeholder conversations twelve ‘community collaboration’ sessions, each with a distinct sub-community, inspired by film clips from the ‘visioning’ session a community outreach comprised of a ‘wordle’ poll and ‘coffee catcher’ sessions a social media program to index all local results against ‘new library’ research and commentaries on the Internet
  5. 5. This presentation examines the rich qualitative data from the community co-creative sessions, expressed not in numbers but visualized as a ‘pattern language.’
  6. 6. Instead of filling out a form or writing a prepared ‘mission statement,’ stakeholders were asked to share stories...their stories about the library.
  7. 7. Their shared stories comprise Stratford’s ‘collective intelligence’ around the idea of ‘library.’
  8. 8. methodology
  9. 9. Rarely polled stakeholder communities like at-risk youth, small business and the nonprofit faith/service sector participated.
  10. 10. First, the numbers.
  11. 11. 1 visioning session 12 community collaboration sessions 13 different constituencies reached (including three youth subgroups) 59% female 41% male
  12. 12. In the co-creative sessions alone, over 150 different themes emerged from thousands of human interactions amongst some 125 engaged people
  13. 13. over 18 hours of conversations recorded and mapped
  14. 14. Hundreds of conversational ‘turning points’ emerged, which identified dozens of possible solutions.
  15. 15. We listened. Profoundly.
  16. 16. These shared community stories sparked conversations, rich in sentiment (how people feel about a topic) and insight (precise intuition about a topic).
  17. 17. How did we inspire these conversations?
  18. 18. First, we designed a welcoming, intimate setting to relax the participants. (Details like lighting and music were key considerations).
  19. 19. Using film clips (from the October ‘visioning’ townhall and YouTube) and a simple word game, we launched conversations revealing story threads about ...
  20. 20. ...the ‘once and future’ library.
  21. 21. And then got the heck out of the way.
  22. 22. The result? Laughter, frustration, nostalgia, reflection, real live argument: a rich window on participants’ past experience and future expectations of the library.
  23. 23. It was intense: participants were amazed that their time together went so quickly.
  24. 24. The shared stories were recorded live and mapped simultaneously.
  25. 25. The conversations were recorded and annotated by LiveScribe® digital audio pens and live-mapped by Compendium.
  26. 26. At each and every session, we noted a strong sense from participants that ‘great session: we’ve been heard.’
  27. 27. We then identified hidden patterns in the texts generated by the maps and LiveScribe notes.
  28. 28. Once Compendium captured key conversational ‘turning points,’ we confirmed the emotional triggers sparking co-creativity.
  29. 29. snapshot of 2mins of conversation from ‘arts/culture’ co-creation session re role of librarians ‘turning point’ ‘turning point’ ‘turning point’
  30. 30. The LiveScribe interactive maps benchmarked key comments, in context, against the session’s actual audio recording.
  31. 31. snapshot of 22mins of LiveScribe conversation from ‘youth #1’ co-creation session re future of librarians
  32. 32. The conversation maps were analyzed for context and topic frequency.
  33. 33. German ‘concordancer’ freeware called TextStat analyzed term frequency and context.
  34. 34. theme in context sample query string library access healthcare information
  35. 35. And ‘hotspots’—where the conversations sparked new ideas—were identified and classified.
  36. 36. Seven story themes emerged.
  37. 37. These themes naturally segment how people think about libraries.
  38. 38. PLACE/SPACECULTURESELFCOMMUNITY ‘THE UNQUIET LIBRARIAN’* RESOURCESTECHNOLOGY CONVERSATIONAL THEMES *active, visible, noise-tolerant, available ‘human search engine’
  39. 39. Thematic responses were mapped against seven modes of interactivity (q+a styles) around the table.
  40. 40. Those q+a styles pinpoint seven ways two people resolve ambiguity in the course of a conversation.
  41. 41. The results yield data weighted for ‘mention frequency’ (from TextStat) within the seven themes.
  42. 42. Then we mapped the styles against the themes, uncovering hidden patterns.
  43. 43. ...but expressed via icon sets, with icon size proportional to frequency- of-mention weight
  44. 44. Here’s a prototype datavisualization.
  45. 45. iPads salon comfy chairs youth ‘ambassadors’ media commons community hub/‘living room’ better marketing/branding icon size directly proportional to mention frequency
  46. 46. The relationship between participant interactivity and story created rich sentiment and insight data, in context.
  47. 47. sentiment measures the aspirational—what we feel in expectation insight measures the experiential—what we actually experience
  48. 48. And here’s what they said, thought, and want: the aspirations of a community exploring their future library.
  49. 49. sentiment
  50. 50. There’s tremendous power in naming concepts. If you can name a concept, you can advocate for it or refine it...and demand it.
  51. 51. Plus, if we know which topics arise in which context, we have a powerful predictive basis for think about the future.
  52. 52. Sentiment analysis is key to this naming process: what triggers participants’ feelings about the library?
  53. 53. Sentiment incites people to actually do something.
  54. 54. Sentiment segmented into three categories.
  55. 55. passions: ‘hot’ beliefs not likely to change
  56. 56. passions include > inspiring architecture > ‘quiet’ v. ‘community zones’ > library = community ‘living room’ (comfy chairs)
  57. 57. more passions > libraries must curate huge information flows, especially community data > books are beautiful
  58. 58. passions give us more useful community data! kill overdues, dude! we want activist librarians who show us stuff software classes +> Photoshop + FinalCutPro + Illustrator! where’s the WOW FACTOR? help at-risk patrons inclusively
  59. 59. They’re not negotiable sentiments.
  60. 60. paradoxes: discoveries that contradict received wisdom
  61. 61. Paradoxes contradict received wisdom.
  62. 62. Key paradoxes include > youth prefer traditional human library services > seniors prefer evolving core library services, as long as access is good
  63. 63. paradoxes you’ve got all this data...and no business librarian? huh? I’m 15 and I want an old fashioned librarian! I’m 72 and I want digital knowhow now! OK: show me something I can’t get at home! why’s it so hard to promote wonderful “free stuff”?
  64. 64. ‘Pick ‘ems’: ‘cool’ beliefs that are negotiable
  65. 65. ‘Pick ‘ems’ include > hyperlocal databases to explore local history and business research > sharing ‘leads’ for new discoveries
  66. 66. pick ‘ems new building or Carnegie? green/LEED yes...but lots of parking too? love a café...but will it fly with downtown merchants? coordinate community events planning? can we have iPads instead of desktop computers? can I work off my fines with volunteer work? do we hafta call it a library?
  67. 67. sentiment data maps (from seven themes)
  68. 68. COMMUNITY @ LIBRARY great library +> attract new talent to Stratford economic generator! transport hub for teens, seniors deep, rich shared community experiences optimize library resources via savvy community partnerships
  69. 69. SELF @ LIBRARY libraries spark all forms of creativity share story/life experiences with others libraries cross generations data isn’t everything—human connection is ‘give me context!’
  70. 70. CULTURE @ LIBRARY gathering place / opposite of ‘outreach’ culture to people ‘where they are’ ‘club hub’ ‘bring people together’ film nights! more curated lecture series balance technology + human don’t forget Festival tourists
  71. 71. PLACE/SPACE @ LIBRARY ‘zoned space’+> a salon for everybody, quiet or noisy comfy chairs (huge!) critical to downtown vitality digital café! ‘NO WALLS’/seamless service ‘third space’ for busy families secure/safe/accessible a beautiful building at the centre of community: inspire us! performing arts/visual arts space
  72. 72. TECHNOLOGY @LIBRARY digital media lab for tweens/teens...everybody! community media commons games = learning ‘gimme a complete search experience—live and online!’ teach us software, not hardware! ‘can you publish my book, please?’
  73. 73. RESOURCES @LIBRARY better fine/hold system volunteer book delivery free database access: who knew? smarter web experience curate community data please! market library resources better NOW! less shelf space...more study space university-grade texts! showcase local business stories more arts events in-house +> dance theatre poetry
  74. 74. ‘THE UNQUIET LIBRARIAN’ GO TO THE COMMUNITY! specialty branches? get out from behind that desk! give teens more responsibility (brand ambassadors) teach! learning is marketing! curate more +> organize less focus on creativity
  75. 75. insight
  76. 76. Insight measures accurate intuition: we broke insight data down by participating subgroup categories.
  77. 77. All participant data visualizations are generated from the brand
  78. 78. trust love of books/book experience relaxation adventure ‘part of community culture’ connectedness to the world personal growth self-confidence respect for others concentration patience persistence self-motivation access safety comfort open space location barrier-free convenient technology discovery knowledge critical thinking collaborative skills power of observation creativity digital media literacy seniors adaptability to change
  79. 79. trust love of books/book experience relaxation adventure ‘part of community culture’ connectedness to the world personal growth self-confidence respect for others concentration patience persistence self-motivation access safety comfort open space location barrier-free convenient technology discovery knowledge critical thinking collaborative skills power of observation creativity digital media literacy arts/culture adaptability to change
  80. 80. trust love of books/book experience relaxation adventure ‘part of community culture’ connectedness to the world personal growth self-confidence respect for others concentration patience persistence self-motivation access safety comfort open space location barrier-free convenient technology discovery knowledge critical thinking collaborative skills power of observation creativity digital media literacy UWay youth adaptability to change
  81. 81. trust love of books/book experience relaxation adventure ‘part of community culture’ connectedness to the world personal growth self-confidence respect for others concentration patience persistence self-motivation access safety comfort open space location barrier-free convenient technology discovery knowledge critical thinking collaborative skills power of observation creativity digital media literacy @risk youth adaptability to change
  82. 82. trust love of books/book experience relaxation adventure ‘part of community culture’ connectedness to the world personal growth self-confidence respect for others concentration patience persistence self-motivation access safety comfort open space location barrier-free convenient technology discovery knowledge critical thinking collaborative skills power of observation creativity digital media literacy Falstaff youth adaptability to change
  83. 83. trust love of books/book experience relaxation adventure ‘part of community culture’ connectedness to the world personal growth self-confidence respect for others concentration patience persistence self-motivation access safety comfort open space location barrier-free convenient technology discovery knowledge critical thinking collaborative skills power of observation creativity digital media literacy service/faith adaptability to change
  84. 84. trust love of books/book experience relaxation adventure ‘part of community culture’ connectedness to the world personal growth self-confidence respect for others concentration patience persistence self-motivation access safety comfort open space location barrier-free convenient technology discovery knowledge critical thinking collaborative skills power of observation creativity digital media literacy small business adaptability to change
  85. 85. takeaways* (in bite-sized chunks) *for future reference
  86. 86. Library patrons are values- driven: they support you not for what you do but why you do it. 1
  87. 87. Libraries are in the story business. SPL needs a clear, cogent ‘brand story.’ 2
  88. 88. The library experience couldn’t be more personal: ignore this at your peril. (Interpersonal skills—the ‘unquiet librarian’— are paramount.) 3
  89. 89. SPL isn’t an airline: “customer service” is not what people want. 4
  90. 90. No: what they want is smart, convenient access, on their own terms, mediated by smart, accessible librarians. 5
  91. 91. SPL better mean business about how it tells its own story...and especially to business itself. (Marketing especially.) 6
  92. 92. Even people who don’t use the library love the idea of a beautiful, well-used public space. 7
  93. 93. Never underestimate the power of a comfy chair. (Hint: laptops and tablets don’t need tables.) 8
  94. 94. Play is learning. Learning is play. Don’t get in the way of either. And each requires a distinct library environment. 9
  95. 95. Libraries aren’t just about technology. They’re a safe haven for contemplation, research and exploration. 10
  96. 96. And the biggie—in a single sentence...
  97. 97. Libraries build participatory culture. 11
  98. 98. There is literally not a single aspect of modern culture the library cannot democratize—‘bring to the people.’ Not one. 12
  99. 99. Because the ‘next library’ has no walls. 13
  100. 100. And, in the immortal words of one 19 Stratford year- old: ‘grow that culture!’ 14
  101. 101. That sounds a lot like a core strategy for the future of the Stratford Public Library.
  102. 102. That’s all, folks. Thank you.
  103. 103. Chinese pictogram for ‘collective wisdom’
  104. 104. proud contributor of $35,000 in in-kind knowledge sharing to this project
  105. 105. The support of the Government of Ontario, through the Ministry of Tourism, Culture and Sport, is acknowledged

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