January 5, 2012

Library science has more to do with marketing research than people think. In part 1 of my post, I discussed how to use basic library science skills to evaluate a secondary source. In part 2, I’d like to discuss how client communication can be improved by asking the same question a librarian asks during a reference interview.

The reference interview is key to the library reference process just as the initial client consultation is key to the marketing research process.

In order to efficiently and effectively fill an information request, a librarian must understand the real need of the patron. Rather than trudge through several unpleasant rounds of trial and error, librarians conduct a thorough reference interview to fill in information gaps.

Good communication skills are crucial to a successful reference interview. Librarians are judged not only on the information they convey, but also on their behavior during the transaction. According to training from the Ohio Library Council, there are a number of skills that librarians use to help patrons have a positive experience. As I reviewed the training, it immediately occurred to me that many of these skills can be used in marketing research when consulting with a client on a new project or answering client questions.

• Listening – It is important to listen without interrupting to make sure you understand the question/need.
• Paraphrasing – To reassure a client you were listening repeat back what he/she said to you as a statement (not a question).
• Asking open questions – Asking open questions gives clients the freedom to express their needs in their own words while allowing you to guide the conversation.
• Clarifying – With clarification you are asking for a particular piece of information.
• Verifying – To make sure you have it right restate the question and ask if you have it correct.

In a reference situation, librarians do not assume a question has been answered. Follow-up questions verify that the job was completed successfully. In marketing research, we need to ask our clients:

• Does this completely answer your question?
• Do you have everything you need?
• Is there anything else I can help you with?

Sure, I took the library science class because of my lifelong passion for libraries and reading. But the class also reinforced my belief that there are clear parallels between marketing research and library science. I think the two disciplines truly can learn from each other.

Read part 1 of this article titled, “A Marketing Research Librarian.” To read more articles from Susan, Lightspeed Research’s VP, Research, visit her profile page.

Category:Research on Research
Posted on January 5, 2012



Back to Home >>