E-ReadersE-xciting “Plan for the future while meeting the needs of today”

Nixxie Inc.

Business Problem

How should Ottawa Public Library spend their grant?

What are some of the best ways to advertise e-readers in the library?

Research Objectives

1. Interest2. Usage3. Barriers4. Advertisement

Methodology: Overall

● iTrackso Online 4-day focus groupo Login daily

● Recruitment o In theory vs. realityo Limited demographics, not invested in subject

Methodology: Overall

● Interactive options: o projective (picture to emotions)

o pollo websiteo search for a e-book

● Daily moderating and probing● Correspondence

Methodology: Day by Day

1Ice breaker, learn about reading habits and attitude towards e-readers

2 Feedback, borrowed e-books, interest in tutorials

3 Feedback, impression of website, ad development

4Poll on ad campaign, media options, usability of website, prediction of impact

Day 1 ● Warm-up: Describe reading habits and

opinions towards reading ● Photo projection technique

Day 2

1. Reactions from Day 1o Convenience, mixed feelings

2. User borrowing experienceo Low

3. Tutorials o Online

“With e-readers, I always carry hundreds of books and I can read whenever I want”

Day 3

1. Reactions from Day 2o Preconceptiono Relevance

2. Website designo Well-received

3. Ad: what words come to mind

“I haven't downloaded an e-book but I sure hope it is easy. if it isn't easy I will be borrowing books.”

Day 4 1. Advertising poll2. Search and Find activity

> easy → hardy → hard3. Most effective advertising option

> “signage in the Library” >“e-mail newsletter”> suggested new advertising options

4. Impact of e-book program

Recommendations

Short-term: ● Advertise● Build e-book catalogue

o “...good for libraries to have a larger selection of e-books available”

● Online trainingLong-term:● Acquire e-readers

Observations

● What did I learn?o Moderating is challengingo Not an inspiring topic

● If it were a “real life” project?o Instant notification, chato Bias to tech-savvy topicso Add quantitative phase