In order to develop a common framework for strategic planning and evaluation, the Gardens, Libraries and Museums (GLAM) of Oxford undertook a process for defining digital audiences, undertaking user research to inform a new audience framework, which, in turn, is feeding a new approach and the application of the research across the Libraries’ web redevelopment. The paper aims to discuss this issue.,GLAM used qualitative and quantitative techniques to understand how visitors engaged with GLAM digitally: visitor shadowing, exit interviews, diary studies, remote interviews, social media and data evaluation. From these, GLAM focussed on motivational archetypes that apply to visitors across the institutions as well as pen portraits to support those archetypes, and a template for creating new portraits.,The framework helped GLAM develop digital priorities and outline how digital output met the needs of all audiences from a bottom-up user perspective, rather than only through top-down institutional decision making. Most relevant here, learning from the user research hugely informed the Bodleian Libraries’ website redevelopment. The Bodleian Libraries’ work within that framework shows that such a body of research is not solely high level; it can be applied on an institutional and project level to great effect.,Focussing on motivations rather than demographics is a less common way to approach digital audiences. Developing such a cohesive framework for digital audiences before undertaking strategic planning and specific development projects proved a valuable piece of work from which other institutions can learn.

中文翻译：

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为牛津大学的GLAM开发数字受众框架

为了制定战略规划和评估的通用框架，牛津的花园，图书馆和博物馆（GLAM）进行了定义数字受众的过程，并进行了用户研究，以为新的受众框架提供信息，从而为新方法以及研究在整个图书馆网络重建中的应用。本文旨在讨论此问题。GLAM使用定性和定量技术来了解访客如何以数字方式与GLAM互动：访客影子，出口访谈，日记研究，远程访谈，社交媒体和数据评估。从这些内容中，GLAM专注于适用于整个机构的访客的动机原型以及支持这些原型的钢笔肖像，以及用于创建新肖像的模板。该框架帮助GLAM制定了数字优先级，并从下至上的用户角度而不是仅通过自上而下的机构决策概述了数字输出如何满足所有受众的需求。在这里最相关的是，从用户研究中吸取的知识极大地推动了Bodleian图书馆网站的重建。Bodleian图书馆在该框架内的工作表明，这样的研究不仅仅是高水平的研究。它可以在机构和项目级别应用，从而产生巨大的效果。关注动机而不是人口统计是吸引数字受众的较不普遍的方法。在进行战略规划和特定的开发项目之前，为数字受众开发这种具有凝聚力的框架被证明是其他机构可以学习的宝贵工作。