Corona Focus Groups Findings - Spanish language Denver Public Libraries at taxpayer expenseRead the complete report in PDF format. Community Focus Group Findings - Executive Summary2005 INTRODUCTIONCorona Research is pleased to present this report of findings from focus groups held with Denver residents. The groups were conducted to assess perceptions of a new service delivery model under consideration at Denver Public Library (DPL). Focus groups were held in February and March 2005 and serve as an initial conversation with the community as the library charts its strategic direction. BACKGROUNDDenver Public Library has experienced a challenging time in its history as the recent economic downturn has resulted in budget cuts for several years running. During this same time, Denver's population changed demographically, culturally and technologically. For example, the city's Hispanic population grew significantly between the 1990 and 2000 Census, and a majority of the city's foreign-born residents came from Mexico. These demographic changes have impacted Denver's neighborhoods, as 21 of 76 neighborhoods are now more than 50% Hispanic. The lifestyles of Denver residents have also changed in recent years with the advent of online search engines, such as Google, and an increased demand for convenience and accessibility. These lifestyle changes have impacted the library as it has seen increased demand for web-based services and both English and Spanish language materials. The Library desires to remain a vital and vibrant component of the City's life. As a vital force, Denver Public Library believes it must be prepared to serve residents in new ways in terms of service delivery, collections, programs, and future locations. PROJECT APPROACHA total of 10 focus groups were conducted at libraries across the city's four quadrants (northeast to southwest) at DPL libraries. This structured market research approach allowed for a thorough analysis of findings across focus groups. Seven of the ten groups were conducted in English, one was conducted bilingually for English and Spanish speakers, and two were conducted in Spanish. PROJECT GOALThe goal of the project was to hear directly from a diverse mix of Denver residents as an initial step in shaping the strategic direction of the Denver Public Library. That mix of people was to include communities that are currently underserved, communities that are growing, and existing communities served by DPL. The focus groups sought to hear new voices and fresh perspectives not typically engaged in a process such as this one. Finally, participants were recruited to represent Denver's demographic diversity and variety of neighborhoods. FOCUS GROUP DISCUSSIONThe focus group discussions began with a review of key demographic and lifestyle changes that have taken place in Denver in the past decade. For instance, only 23% of Denver households are families with children as of the early 21st Century. Lifestyles have also changed through increased use of cell phones and other hand-held electronic devices as an example. Next, participants were informed of the changes in library usage that DPL has observed over the past several years, including increased demand for Spanish-language collections and specialized reference services. Focus group participants were then asked to share their thoughts, feelings and perceptions about six library service models under consideration. The service models were presented with standard descriptions including names, text and associated pictures developed by DPL. An excerpt from the description of each model is provided below. INTRODUCTIONCorona Research is pleased to present this report of findings from focus groups held with Denver residents. The groups were conducted to assess perceptions of a new service delivery model under consideration at Denver Public Library (DPL). Focus groups were held in February and March 2005 and serve as an initial conversation with the community as the library charts its strategic direction. Brief Descriptions of the Service Delivery Models - Developed by DPL
SUMMARY OF KEY FINDINGS FROM THE FOCUS GROUP RESEARCHThe following is a summary of the key findings from the focus group research. More detailed findings can be found in the full report.
Finding: Overall, the reactions to the new service model concept were positive. Each of the six models was perceived to have positive features that would appeal to Denver residents.
Finding: In general, focus group participants' preferred models corroborated DPL's assumptions about the likely users of each service model. As such, the focus groups offer an initial confirmation that the service delivery models would meet the needs of those they were designed to serve, based on Denver's socio-demographic characteristics and DPL usage patterns. Finding: According to focus group participants, the new service models would appeal more to infrequent library users and non-users than the current service model. In contrast, the new models have less appeal for users who are satisfied with the current service model.
Finding: Current users reported that they already drive to their preferred libraries and indicated they would continue to do so in the future if their neighborhood library changed to their least preferred service model. Some users also indicated they would use Denver Library Online more and rely on their branch library for pick up and drop off of materials.
Finding: According to focus group participants, the biggest barriers to using the library fell into three broad categories. First were physical and customer service barriers such as hours of operation, inadequate parking and insufficient staff. The next biggest barrier to using DPL is a lack of awareness among the general public about library services and resources. The third biggest barrier to using the library is a lack of services for specific markets, such as non-English speakers. Finding: If DPL were to address these barriers it would likely see an increase in usage as anticipated by the focus groups.
Finding: Generally, focus group participants understood the need to change library service models in response to significant demographic changes, population growth and lifestyle changes in Denver over the past 15 years. Finding: Participants, most notably Spanish speakers, indicated that they would welcome immediate change if it improved their access to services and collections that appeal to them. Finding: Those individuals that prefer the current DPL service model are least likely to want change in their neighborhood over the next few months or years and would likely object if unwanted changes were perceived to be forced on them. RECOMMENDATIONSCorona Research offers the following suggestions to the Denver Public Library of possible next steps in its conversations with the Denver community. These recommendations are described in more detail in the full report (requires Adobe Reader). PHASE 1 - FURTHER DEVELOP THE MODELS BASED ON INPUT RECEIVED
PHASE 2 - DEVELOP AN IMPLEMENTATION PLAN
PHASE 3 - DEVELOP A COMMUNICATIONS PLAN
PHASE 4 - RE-TEST THE CONCEPT WHILE BUILDING COMMUNITY SUPPORT
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