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Enhancing Virtual Reference Services: User Insights & Recommendations

Dive into the findings of a study evaluating virtual reference services from user, non-user, and librarian perspectives. Discover user demographics, preferences, and suggestions for improving VRS. Learn about attracting and retaining users, and how to enhance service offerings to meet evolving needs. Explore the intersection of technology and library services in meeting information seekers' requirements.

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Enhancing Virtual Reference Services: User Insights & Recommendations

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  1. Quality Inquiry: User Perspectives on Virtual Reference Practice Marie L. Radford, Ph.D. , Associate Professor Rutgers, The State University of New Jersey Lynn Silipigni Connaway, Ph.D.,Senior Research Scientist OCLC ASIS&T 2009 Annual Meeting November 6-11. 2009 Vancouver, BC

  2. Libraries Today – Rapid Change • Vying for information seekers’ attention • Must re-engineer to accommodate users’ workflows & habits

  3. Seeking Synchronicity: Evaluating Virtual Reference Services from User, Non-User, & Librarian Perspectives IMLS funded project with4 phases: Focus group interviews Transcript analysis (850) Online surveys – 496 Total 175 VRS librarians, 184 VRS non-users, 137 VRS users Telephone interviews - 283 Total 100 VRS librarians, 107 VRS non-users, 76 VRS users

  4. Online Surveys • Descriptive statistical analysis • Demographic • Multiple-choice • Likert-type • Qualitative analysis • Open-ended • 2 critical incident (CI) questions • Adults & Net Gen

  5. The Net Generation • Born 1979 - 1994 • Millennials • EchoBoomers • Gen Y • Socially networked environment • Different communication & information-seeking behaviors

  6. VRS User Demographics (N=137) Net Gen (N=49) • Female (51%, 25) • 19-28 years old (47%, 23) • Caucasian (67%, 33) Adult, 29+ (N=88) • Female (68%, 60) • 36-45 years old (38%, 33) • Caucasian (84%, 74)

  7. VRS Users Likely to be Repeat Users Net Gens (N=49) Adults (N=88)

  8. Chat Least Intimidating to VRS Users Net Gens (N=49) Adults (N=88)

  9. Recommendation Important to VRS UsersNet Gens (N=49) • Used VRS because recommended • Recommended VRS more than adults

  10. What Attracts Users to VRS? Users (N=137) Convenience, Convenience, Convenience Available 24/7 Working from home Nights or weekends Immediate answers Lack of cost Efficient Less intimidating

  11. Why Users Don’t Always Choose VRS?Net Gens (N=49) Unhelpful answers Non-subject specialists Slow connections Scripted messages Cold environment

  12. What Would Attract Users to VRS?Net Gens (N=49) Faster & easier software Personalized interface Reliable co-browsing More service hours Kiosk & cybercafe access Experienced, tech-savvy librarians

  13. What We Learned • FtF & VRS Users want • Extended hours of service • Access to electronic information • Interact w/ friendly librarians • Relationships with librarians

  14. What We Can Do • Encourage service use • Creative marketing • Promote full range of options • Reassure young people VRS is safe • Build positive relationships whether FtF, phone, or online

  15. End Notes This is one of the outcomes from the project Seeking Synchronicity: Evaluating Virtual Reference Services from User, Non-User, and Librarian Perspectives Funded by IMLS, Rutgers University, & OCLC Online Computer Library Center, Inc. Special thanks to Co- PI, Lynn Silipigni Connaway, Ph.D., Senior Research Scientist, OCLC Project web site:http://www.oclc.org/research/projects/synchronicity/

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