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Developing digital audience frameworks for Oxford’s GLAM

Developing digital audience frameworks for Oxford’s GLAM 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/approachGLAM 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.FindingsThe 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/valueFocussing 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Performance Measurement and Metrics Emerald Publishing

Developing digital audience frameworks for Oxford’s GLAM

McCarthy, Elizabeth
Performance Measurement and Metrics , Volume 20 (3): 7 – Dec 3, 2019
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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1467-8047
DOI
10.1108/pmm-09-2019-0042
Publisher site
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Abstract

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/approachGLAM 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.FindingsThe 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/valueFocussing 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.

Journal

Performance Measurement and Metrics – Emerald Publishing

Published: Dec 3, 2019

Keywords: Evaluation; Audience research; Audience frameworks; Digital analytics; Digital audiences; Web redevelopment

References

  • Exploring the relationship betweenvisitor motivation and engagement in online museum audiences
    Fantoni, S.; Stein, R.; Bowman, G.
  • University of Oxford Gardens, Libraries and Museums Digital Strategy
  • Resource discovery @ the University of Oxford
    Madsen, C.; Hurst, M.
  • An audio state of mind: understanding behaviour around audio guides and visitor media
    Mannion, S.; Sabiescu, A.; Robinson, W.
  • University of Oxford Gardens, Libraries and Museums: Audience Framework Report
  • The 21st century library: spaces for effective learning and research
    Wilson, F.; Ovenden, R.