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August 30, 2006
"Market research" and "consultation" in Colyton in Devon
Market Research has a bad reputation with the public, but when I was a young marketing manager I learned how extremely valuable and full of insight good market research can be. My boss, who is a wonderful friend, taught me that you need several pieces of research to confirm a view and that it ought to agree with your own instinct. In other words- use common sense to understand what it means. Good market research can then be as revealing of the truth as good writing.
Local Councils undertake what they call "Consultation" which is not the same thing at all- although they frequently claim they have done market research when they have merely conducted a half-baked consultation. Market research is (or should be) a genuine attempt to find out what people think of the matter in hand. Consultation is only about asking people how they think they will be affected by a decision if it is made.
A market researcher studying libraries will undertake a "usage and attitude" study by asking non-leading questions about how people use their time including many other things as well as libraries and it will be revealing
A council consultation will ask "how will you be affected if your library is closed?" which you can see is a completely different matter.
In the nine years since this Government proclaimed its commitment to the public library service, they have never commissioned a full "Usage and Attitude" study of public libraries. That means that there is no detailed understanding of how and why people use libraries and why they find them either satisfactory or unsatisfactory. There is no continuous measurement of the aspects that matter- because no one knows what they are. Given the millions of pounds spent trying to persuade the public they care about libraries and their future and the vast investment in so many frameworks and action plans, that is an astonishing truth.
In little Colyton, in Devon, however, which the county council chose at random as one of its library closures, the local people have mustered their own piece of proper market research. It is so revealing and so obviously truthful. I have included some of the key findings, below
Colyton lies to the east of Exeter and just to the north of Seaton
You need a map to understand some of the questions
Background to the Questionnaire
“It takes 2 hours to make a return trip to Seaton. Would anyone expect people in Exeter to have to travel 2 hours to change their books!”
“I can easily walk to Seaton but that is no reason why others less able should have to do so.” (a 17 year old respondent)
“We visit the library as a family. We just could not afford the cost of travelling together to Seaton.”
“My wife is housebound and I use the library to get books for both of us. I could not leave her for the time it would take to get to and from Seaton.”
“It’s my library. In my town. I do not want to go anywhere else!”
(a 12 year old respondent)
“This would be another decision that hits the poor. We do not all own cars!”
“I am on a low income, but do not qualify for free travel. My wife and I could not afford to travel to another library.”
“I am 90 years old and I walk slowly. I visit the library often to meet people. I couldn’t do that if the library was in Seaton.’”
“I have been a member of a library for 60 years but I will not be able to continue.”
“I never go to Seaton. Why would I go just to change a book?”
What does the Survey say about the Case for Closure?
• There is dissatisfaction that the (Council) consultation did not focus adequately on local provision
• The Devon proposals are rooted in the assumption that Seaton is a town that can and does service some of the needs of Colyton. The survey does not bear out that assumption
• The largest group of users, the over 65s, are also the group least able to contend with the problems of accessing Seaton Library
• The independent use of a library by children would virtually cease if Seaton was the primary library facility
• Improved facilities at Seaton would be at the expense of considerably reduced use of libraries by Colyton residents
• There is very strong community support for the development of dual-purpose library facilities.
• There appears to be far greater current use of the library than published figures suggest.
• Evidence indicated that increased opening hours would significantly increase library use.
Analysis of Library Action Questionnaires
Total Responses: 362
Responses to Specific Questions (%)
1. Are you in favour of closing Colyton Library if this would result in improved provision in Seaton?
Yes 0 No 100
2. Are you satisfied that the Devon County Council Library Survey Questionnaire seeks sufficient information to objectively consider both the case for retention and closure of the Colyton Library?
Yes 5 No 87 Don’t know 8
3. If your nearest library facility was at Seaton, would your use of the library......?
Increase 0 Decrease 98 Stay the same 2
(17%, mainly from the 55+ group, indicated that they would cease to use any library)
4. If the nearest library was in Seaton, how would you usually travel?
Walk 5 Car 52 Public Transport 23 Cycle 3 None 17
Would the journey cause any difficulties?
• Very poor public transport/cost
• Parking in Seaton and need to walk from the car park
• Many indicated that they do not normally go to Seaton (ie it is not a natural centre for Colyton residents) hence any visit would be library specific
5. (a) (Parents only) How many children do you have under the age of 16?
Total number 62
(b) Do your children use the library facilities?
Yes 62
(c) Would your children be able to independently use Seaton Library?
Yes 2 No 60
6. Could a mobile library adequately replace the current library facility?
Yes 0 No 94 Don’t know 6
7. How would increased opening hours influence your library use?
More use 62 Same use 38
More than half the 65+ group would not use the library more if there were longer opening hours, but the working age groups indicated strongly that use would increase.
8. (Non-library members only) Would extended opening hours make you more likely to use the library?
Yes 80 No 0 Don’t know 20
Non library users comprised only 5% of the total responders
9. How would improved stock and enhanced computer facilities (eg broadband) influence your library use?
More use 66 Same use 34
Returns indicated that improved facilities would impact most markedly on the library use of the under 65 age group.
10. Would you be in favour of an expanded library in Colyton providing a range of community activities?
Yes 95 No 5
Posted by Tim Coates at August 30, 2006 12:30 PM