Public Opinion Research And Behavior Study
Use Public Opinion Research to Understand Current Public Sentiment and Build Support for Initiatives and Future Policies
Overview:
Determined to be an innovative leader in the twenty-first century, The Seattle Public Library required a better understanding of how to reach and serve the diverse needs of Seattle residents.
Challenge
Segment Seattle residents into distinct groups defined by characteristics that drive engagement and use of SPL’s services and programs. Following this, identify the critical differentiating features of each group and discover the most effective messaging and programming to motivate increased levels of patronage, support, and usage.
Approach
Conduct public opinion research to engage Seattle residents (patrons and non-patrons) online during multiple phases to include a 25-minute quantitative self-administered survey (in multiple languages) and in-depth moderated qualitative interviews. The insights obtained during the quantitative interviews were used to understand behavior while the in-depth interviews provided personification and depth.
Outcome
The Library successfully operationalized the market segments throughout their organization (including applying the market segments to the existing card-holder database). This new level of insight has allowed the Library to create and refine targeted programs, services, messaging, and digital offerings for all Seattle residents.
Clients Who Have Entrusted Pacific Market Research With Similar Research:
“The Library is seen as critical to the health of Seattle and meeting the growing needs of a complex and diverse city. Nine out of 10 respondents believe the Library is an essential public service, worth the money invested in it, a critical educational resource and improves the overall quality of life in Seattle.”
– Seattle Public Library
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