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Using Qualitative Approach for a Psychographic Segmentation of the Users of Library Services

机译：利用图书馆服务用户的精神精神分割的定性方法

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The paper reflects on the methods used to carry out user segmentation and the positioning of library services in comparison to other forms of cultural offers through the use of the qualitative approach. The reflection is based on the results of an in-progress investigation into the users of four libraries belonging to the City Library Network (one main library and three satellite public libraries) in Perugia, a city in the centre of Italy with 160,000 inhabitants. On an operational level, the investigation foresaw the use of questionnaires, face-to-face interviews and focus group interviews. Regarding user segmentation, specifically the possibility to simplify the market (in our case both real and potential) by dividing it into the most homogeneous segments of users possible and also the most different, we are encouraged to enquire if when examining libraries, like other forms of cultural consumption, the socio-demographic variables are still efficiently discriminating. Demographic and socio-economic variables, such as age, gender, income and social class, widely used in analyses of library service users due to the fact they are easily accessed and inexpensive, nowadays risk being considered out-dated, as their treatment of user needs and desires is superficial and leaves a discrete margin of imprecision in dealing with the advantages and disadvantages of library services. Using qualitative survey techniques, our aim was to carry out a psychographic segmentation of the library user which would allow us to identify within the potential user basin homogeneous groups characterized by a shared image of what the library represents to them, sharing similar tastes, perceptions and habits, to whom the library can offer made-to-measure services through appropriate strategies in line with their preferences and expectations.
机译：本文反映了用于执行用户分割的方法和图书馆服务的定位与使用定性方法的其他形式的文化提供相比。反思是基于在佩鲁贾城市图书馆网络（一个主要图书馆和三个卫星公共图书馆）的佩鲁贾的四个图书馆的推广结果，其中一个城市在意大利的一个城市，拥有160,000名居民。在运营层面，调查预见问题的使用问卷，面对面的访谈和焦点小组访谈。关于用户分割，特别是通过将其划分为可能的用户最均匀的分段以及最不同的可能性来简化市场（在我们的案例中，也是最不同的，我们被鼓励询问图书馆，如其他形式文化消费，社会人口统计变量仍然有效地辨别。由于它们很容易被访问和廉价，因此，人口统计和社会经济变量，如年龄，性别，收入和社会阶层，广泛用于图书馆服务用户的分析，如此风险被视为已被视为我们的用户需求和欲望是肤浅的，在处理图书馆服务的优缺点时，留下了离散的不精确边际。使用定性测量技术，我们的目标是对图书馆用户进行手法细分，这将允许我们识别在潜在的用户盆地均匀组内，其特征在于图书馆代表它们的共同形象，共享类似的品味，感知和习惯，图书馆可以通过适当的策略来提供对措施的服务，符合他们的喜好和期望。

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