Chapter overview

Academic libraries receive a huge amount of qualitative data about what custom - ers want, and how they are performing. This might be explicitly sought via a survey as discussed in chapters two, three and four, or through qualitative research techniques, such as focus groups and interviews. Alternatively, it may be unsolicited via social media, a feedback book, a form on the library website, or simply from interactions with library staff. How can this data be harnessed to improve the library? How can the data be analysed? Should we make changes based on one person's opinion?

This chapter describes how libraries can get more from such feedback: by using it to answer future business questions; and through undertaking deeper analysis to gain insights. It also describes how to address some of the common challenges that arise when using qualitative data. Each area is illustrated by one of the three case studies:

Using qualitative data to improve customers’ experience

Libraries rarely need to employ a full qualitative research design, such as that espoused in the social science methodological literature (e.g. Denzin and Lincoln, 2005). Nor is it usually appropriate to apply true grounded theory techniques, such as those described by Anselm Strauss (e.g. Strauss and Corbin, 1998) to qualitative data analysis. Therefore, if someone who wishes to analyse their customer feedback trawls along the shelves in the qualitative methodology section of a library they are likely to conclude that it is too time consuming and complex. However, by applying the principles of such methods judiciously, qualitative feedback can be used to drive change without the risk of the library being accused that it is merely responding to those who shout the loudest.