Getting things in focus: the use of focus groups in Brent Libraries
| Published date | 01 March 1996 |
| Pages | 36-39 |
| DOI | https://doi.org/10.1108/01435129610108252 |
| Date | 01 March 1996 |
| Author | Karen Tyerman |
| Subject Matter | Library & information science |
Background
Over the past four years Brent Arts and
Libraries has striven to create an effective
customer-focused library service. This
approach is consistent with the Council’s total
quality programme (TQP) and structure,
characterized by an emphasis on customer
focus and continuous improvement.
Since the launch of the TQP in 1992,
Brent has moved progressively towards
becoming an “enabling” council. The organi-
zation is now structured around core and
commissioning functions separate from a
range of providers contracted to deliver ser-
vices.
The role of Commissioning Units is to:
• identify customer needs and act as the
“customers’ champion”;
• develop overall service policy;
• draw up specifications and contracts;
• obtain the best providers for the service;
• monitor service outcomes.
Customer research
It follows, therefore, that customer research
forms a key element of the Brent approach to
service delivery. Research is used by commis-
sioners in two main ways: first, in order to
assess customer needs and incorporate them
within service standards and specifications;
and, second, in order to monitor the perfor-
mance of contractors in meeting customer
needs and in terms of customer satisfaction.
Contractors also carry out more localized and
specific research to help them in making
decisions about aspects of service delivery,
particularly when changes to the service are
being considered.
The cornerstone of the library customer
research programme has been biennial sur-
veys, aimed at users and non-users, initiated
by the commissioning team. Each of the three
surveys to date has been carried out by profes-
sional market researchers, and has elicited
approximately two thousand responses. The
methodology of each has varied slightly as we
have become clearer about the precise infor-
mation we want from the exercise, but at the
same time there has been sufficient common-
ality in the questions asked to enable compari-
son and chart trends over time. The most
recent survey, carried out in November 1994,
shows an amazing increase in general customer
36
Library Management
Volume 17 · Number 2 · 1996 · pp. 36–39
© MCB University Press · ISSN 0143-5124
Getting things in focus:
the use of focus groups
in Brent Libraries
Karen Tyerman
The author
Karen Tyerman is Commissioning Manager (Libraries),
London Borough of Brent.
Abstract
In the context of a total quality programme, Brent Libraries
carried out customer research to determine customer
needs and also monitor the performance of contractors.
One method to achieve these goals is the use of focus
groups. A system was established within the context of a
branch library with a multiracial profile of users with the
aim of improving services to users, non-users and lapsed
users of the service. Discussions were held with various
groups to discover their views. Claims that, although
successful overall, the lack of participation by some ethnic
groups is one facet which needs further investigation.
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