An investigation of the ‘creative consultation’ process and methods to capture and transfer good practice in public libraries

An investigation of the ‘creative consultation’ process and
methods to capture and transfer good practice in public libraries

Hui-Yun Sung, Dr. Gillian Ragsdell and Dr. Mark Hepworth
Loughborough University
Department of Information Science
Loughborough, Leicestershire, UK, LE11 3TU
Correspond to : H.Sung@lboro.ac.uk

ABSTRACT consultation and incorporating their feedback into
decisions regarding library services. For example,
This paper is based on early reflections from Sung’s consultation helps library staff discover users’ needs,
Master’s dissertation and current Ph.D. research monitor their services and identify service problems. The
regarding the present ‘creative consultation’ practices in feedback of the consultation can lead to user-centred
public libraries. Since the Ph.D. is in its early stages, this service delivery of high-quality and achieve the aims and
paper is an opportunity to offer a review of the main objectives of the library.
literature, related to consultation practices and theories.
Unlike other types of libraries, the pubic library is set to
An awareness of the importance of effective consultation
serve the local community, varying from children to
is increasing. This paper aims to discuss the key features
of community consultation in public libraries, investigate elderly people, from blue collar to professional and
how public libraries conduct community consultation, managerial, from illiterate to highly literate. The diversity
and examine whether user consultation has a positive of the user community makes the public library service
impact in promoting library services. Textual and visual delivery more difficult than that of other types of libraries.
investigation of innovative consultation methods are It becomes even harder to meet the needs of everyone of
provided with emphasis on Birchfield Library different ages and different social classes. Thus,
Community Consultation Project by Birmingham community consultation becomes a priority for public
Libraries and The Art of Community Consultation by libraries, both to improve service and achieve targets.
Bolton Libraries.
2. DEFINITION OF COMMUNITY
Investigation of these approaches has prompted Sung to CONSULTATION IN PUBLIC LIBRARIES
explore other participatory approaches to research, such
as Participatory Action Research. With respect to “community consultation”, community
includes library users, lapsed users, and non-users.
KEYWORDS: creative consultation, participatory action Consulting Your Consumers argues that the users of a
research, public libraries public library will be anyone who lives, works or studies
in the catchment area, even though some of those are
1. INTRODUCTION non-users or dissatisfied ex-users (National Consumer
Council, 1994). Certainly, the library should not only
Clients were put at the heart of public services by local focus on the existing users but also put more emphasis on
government responsibility during the 1990s. According to lapsed users and non-users to attract them into libraries.
the Public Libraries and Museums Act 1964 and the
Local Government Act 1999, public library authorities Consultation has been defined as “a process of dialogue
already had legislative duties to consult users in the that leads to a decision” (Audit Commission, 1999, p.7).
process of their service delivery. Moreover, Best Value This definition highlights two points. Firstly, when
2001 claimed that public library sectors would now have applied in library services, the “dialogue” refers to a
more obligations to enhance users’ engagement with continuous, two-way exchange of views and opinions
between library staff and library users, lapsed users and
service provision on a general basis.
non-users. In other words, it implies mutual speaking up,
listening to and considering others’ viewpoints about
In addition to fulfilling the statutory obligation, there are library services. Secondly, it implies that the result of
other more worthwhile reasons for conducting user consultation will be taken into account in the process of

BOBCATSSS 2009 “Challenges for the New Information Professional” 1

decision-making or reshaping of library services and To design and refine services in ways that match
policies, which put users’ opinions at the heart of its users’ expectations.
service performance. To set up user-focused initiatives like complaints
and redress procedures or consumer charters.
Osborne and Gorman (2006, p.75) defined “community To identify or anticipate service problems.
consultation techniques” as those which involve To monitor services over time.
librarians in direct interaction with clients and the To compare one service with others.
community in order to discover their needs and wants. (National Consumer Council, 1994, p.6)
Specifically speaking, user involvement in library
services is championed through consultation and Overall, a good consultation process can lead to high-
communication to overcome a perceived public sector quality service provision, achieving the library’s aims and
weakness on the needs and concerns of users. There is a objectives, and satisfying user’s needs and preferences.
wealth of consultative methods, varying in scope from However, Morris and Barron (1998) argued that it is
broad to in-depth, for example, questionnaires, interviews, useless for the service to offer users opportunities to
focus groups, comments and complaints procedures, user comment but fail to respond to their feedback. The White
satisfaction surveys, staff feedback and so forth. Paper on transforming public service delivery stated that
“The people affected by services should be consulted.
3. PURPOSES OF COMMUNITY Their views about the services they use should be sought
CONSULTATION IN PUBLIC LIBRARIES regularly and systematically to information decisions
about what services should be provided” (Major, 1991,
The legislative framework to consult the public has p.5). An old proverb goes that to say is one thing; to do is
already existed in many public body sectors for several another. It is one thing to recognise the importance of
years such as councils, police authorities, and health users’ needs and satisfaction, but quite another to
authorities. Certainly, it is also applied to the library implement consultation and put users at the heart of the
service. According to the Public Libraries and Museums service.
Act, library authorities are required to “provide a
comprehensive and efficient library service for all 4. ROLE OF COMMUNITY CONSULTATION IN
persons desiring to make use thereof” (HMSO, 1964). PUBLIC LIBRARIES
The population served by public libraries consists of
numerous large and small groups with different interests. The White Paper on modernizing government highlights
In order to fulfil the statutory duties, there is an obligation the necessity to ensure that users are at the heart of all
to undertake some initiatives to explore different user decisions about public services (Cabinet Office, 1999).
groups’ needs. Community consultation in this study Framework for the Future asserted that library authorities
refers to an ongoing, mutual exchange of ideas and must make use of their resources in order to provide the
opinions between library staff and users, which will be services that people really want (Department for Culture,
taken into account when decision-making about library Media and Sport, 2003). Goulding (2006) added that
service policy. It can be a very powerful tool for citizen engagement and user-focused services are
identifying and satisfying library users’ needs and wants, increasingly being promoted as key public service policy
and then improving the quality of library services. philosophies. It is clear that users play the most important
role in the process of library services provision, and
Moreover, based on The Local Government Act, the duty community consultation helps to identify users’ needs
of Best Value for local authorities requests each Best and promote library services.
Value authority to “make arrangements to secure
continuous improvement in the way in which its Since the pubic library broadened its service range,
functions are exercised, having regard to a combination library users have changed as well, as demonstrated by
of economy, efficiency and effectiveness” (HMSO, 1999). the facts and figures of public library use in the UK.
Thus, the public library will now have more obligations Chart 1 reveals that there has been a steady decline in
to conduct consultation with its users about its overall public library usage over the 1990s. While visits to
service performance, instead of focusing on just certain libraries and demands for books decrease, information
issues. enquiring and audio/visual material lending are in slight,
steady increase. Visits to public libraries have fallen
In addition to consulting on a statutory responsibility down to under 300 million in 2000/01, which is far
basis, many libraries have conducted massive behind the targets set in national standards: 352 million
consultation programmes in the UK. They have also visits per year. Book issues have fallen by approximately
found that consultation is helpful, especially when it is 25 per cent since 1993/94. On the other hand, Table 1
done effectively, and have successfully engaged with shows that there is a successful increase in library visitor
decision-making. Consultation enables library staff to numbers. Even though there has been a 3.1 per cent fall in
explore and respond to users’ needs and wants, and then book issues since 2003/04, more than 330 million books
help them: were borrowed from public libraries in 2004/05.


Chart 1: Trends in public library usage in the 1990s some management issues in the library service. For
instance, in addition to existing users, public libraries also
Source: Audit Commission, 2002, p.9. should take non-users and lapsed users into account. In
other words, while considering retaining active users,
public libraries should explore and attract more lapsed
users and non-users to use the library services as well.
Thus, in order to make the most use of resources and
meet the needs of all user communities, public libraries
ought to take some better initiatives in user community
consultation.

However, Osborne and Gorman (2006) conducted in-
depth interviews with managers from medium-sized
pubic libraries in the lower North Island of New Zealand
and found four main drawbacks of community
consultation techniques. They are costly, time-consuming,
reliant on good communication skills, and difficult to
Table 1: Figures in public library usage from 2003 to analyse or codify. Nevertheless, there exist a number of
2005 potential benefits of consulting the community, including:

Source: The Chartered Institute of Public Finance and Services can be targeted more closely on providing
Accountancy (CIPFA), 2006. what people want, and avoiding what people do not
want.
Library users 2003-04 2004-05 % Change Take-up of services can be improved, making unit
costs lower, especially where there is a charge for
Housebound Readers (thousands) 110 113 2.9 services.
Visits to Library Premises (thousands) 336,951 339,708 0.8 User satisfaction with services can be monitored
over time, providing a useful performance indicator
Stocks & Issues 2003-04 2004-05 % Change on improvements to the quality of services.
Bookstocks Problems arising from proposed changes to services
can be pinpointed in advance, and so avoided.
Stock at end of year (thousands) 110,452 107,652 -2.5 The results of consultation can be used to help to
make decisions about policies, priorities and
strategies.
Annual Additions (thousands) 11,976 11,990 0.1 Local people can be involved more in decision-
making, rejuvenating the local democratic process.
Authorities, particularly councils, can strengthen
Issues per year (thousands) 340,927 330,199 -3.1 their role in community leadership.
(Audit Commission, 1999, p.8)
Audio, Visual, Electronic & Other Stock
Likewise, these advantages of community consultation
can also be applied to librarianship. Consultation
Stock at end of year (thousands) 9,027 8,828 -2.2
provides a good method by which public library
authorities can involve users in service planning and
decision making, find out what users really need, identify
Annual Additions (thousands) 1,731 1,697 -2.0
the changing uses of library resources in advance, track
user satisfaction over time, and improve service
performance. Despite the shortage of financial support
Issues per annum (thousands) 40,829 38,325 -6.1 and resources, user community consultation can certainly
be regarded as the most vital element in the library
service circle and have a positive impact on library
management.
Goulding (2006) suggested the growth in the number of
library visits since 2003/04 is related to the People’s 5. EXAMPLES OF ‘CREATIVE
Network, a lottery funded government-led initiative to CONSULTATION’ PRACTICES IN PUBLIC
give everyone in the UK the opportunity to use computers LIBRARY SERVICES
and to access the internet in public libraries. Other key
factors include the availability of electronic facilities, The two examples are selected for their innovative work
opening hours and so on. These changes bring about on community consultation in the public library sector in


the UK. Birchfield Library conducted the Birchfield Discussion with disabled adult groups in the
Library Community Consultation between 2006 and 2007, Employment Preparation Team.
and Bolton Libraries conducted The Art of Community Discussions at Asian Stroke Victims Association
Consultation in 2005. event.
Publicity on the Perry Barr Community
5.1 BIRMINGHAM LIBRARIES: BIRCHFIELD Empowerment Network Website and published in
LIBRARY COMMUNITY CONSULTATION the Network Newsletter.
PROJECT Birmingham Irish Forum presentations and
discussions.
Birmingham Libraries started work on an in-depth, Discussion with childrens groups, using drawing, in
feasible consultation process in the middle of 2006, Aston Park Play Centre.
exploring the creative ideas for the design of a ‘signature’ Introductions, presentations and art activities of
building with a multi-purpose facility to replace the putting together library related images in
recently demolished Birchfield Library. It was hoped that Canterbury Cross School. (Figure 2)
a new library, adult learning, and neighbourhood advice
and information centre on this strategic site would
become a signature building located in the heart of the
Birchfield community, reaching a broad range of people
and ensuring that the resources, services and building
were devised to welcome the whole community and fit
the community’s needs and expectations. Thus,
Birmingham Libraries consulted with volunteers from
Youth Service and different community groups, with
organisations, including First Class Youth Direct and
Connecting Histories, and with the architects. Innovative
consultation techniques used in the project are shown as
below. Figure 2 : Consultation activities with Canterbury
Cross School children
Introductory presentation and case studies on
library staff working with local community groups. Source: Birmingham City Council, 2007.
A street survey in the One Stop Shop location.
Discussions in Sikh Youth Service.
(Figure 1)
Discussions with parents, using SureStart, at the
“Real and Play” sessions in Birchfield.
Discussions with individuals attending the
celebration of the refurbishment of the adjoining
Buddhist Centre.
Feedback from Black Family Coalition.
Presentations and discussions in East West Trust.
Discussion groups in COPE Mental Health group.
A focus group discussion in Voice of Aston.
Discussions with older members in Birchfield
Community Project during the weekly luncheon
club.
Figure 1 : A street survey with Youth Service Publicity in Birchfield Bugle newsletter and one-to-
one discussion at the Centre For The Aston Family.
Source: Birmingham City Council, 2007. Discussions at one of Lozells Neighbourhood
Focus groups in three selected age categories–5 to Forum monthly meeting.
15 year olds, 18 to 30 year olds, and over 30 year Discussions with a group of African Caribbean
olds. elders.
Questionnaires and discussion with local people Publicity on Newstyle Radio, a local community
through individual interviews. radio station.
Focus groups at Broadway Youth Centre and an The Debate Event, including dance and music
interactive session with the architects. performances, a featured book review, short
Telephone surveys to introduce the role of the comedy drama, and the showing of the film, in First
project worker and the plans to develop Birchfield Class Youth Direct. (Figure3)
Library. PowerPoint Presentation and discussions at
Personal visits to organisations, showing images of workshop in Aston Library.
the library plans and encouraging discussion on A visit to Central Library and discussions at
library facilities and services. heritage workshop.


incorporated into the context of the new library design to
help the Library meet users’ needs and increase library
usage.

5.2 BOLTON LIBRARIES: THE ART OF
COMMUNITY CONSULTATION

Bolton Libraries conducted an arts-based consultation
exercise in the middle of 2005, discovering suggestions
and ideas to inform the modern library planning to
replace the recently demolished High Street Library. It
was aware that there is a large Indian population, whose
Figure 3 : The library theatre debate held by First first language is not English, in the area of Bolton and
Class Youth Direct recognised that the community may not respond to
conventional consultation techniques, such as
Source: Birmingham City Council, 2007. questionnaires and focus groups (Thomas, 2007). In this
Creative activities, such as collages and montages, context, new and creative ways of using art forms were
at workshop in Aston Library. (Figure 4) assessed to engage with its culturally diverse
communities. Bolton Libraries then decided to employ
five local artists to consult with different community
groups via various art forms to find out their perceptions
of the demolished library and their expectations for the
replacement library. Creative consultation methods
adopted in the project are listed as below.

Using Library branded luggage tags, to write down
participants’ ideas.
Running Vox Box exercises, video recording
interviews in a quiet location.
“Let your feet do the talking”, allowing
participants to visualise what would encourage
Figure 4 : Collages in Connecting Histories them to use the library.
Setting up a target in the style of dartboard to allow
Source: Birmingham City Council, 2007. participants to decide the relative importance of
different library services.
A day of visits to Bullring, Selfridges and Running craft and interactive sessions.
Handsworth Library and a follow-up workshop of Using disposable cameras to take pictures of the
discussions with architects. current library.
Displays of pictures and attached feedback form. Making large collages.
Direct meetings with the architects which were Using video techniques for interviews.
open to the public. Using silk painting and clay-modelling techniques.
(Birmingham City Council, 2007) Using traditional Asian dried foods and metal work
to stimulate discussion.
The consultation project shows the value of using a wide Design for Real, allowing participants to respond
range of methods and places to cover the various needs of to the 3D model of High Street area and express
different community groups. There was one fundamental their thoughts.
question that underpinned the whole process of the The Yellow Brick Wall for attaching comments.
consultation project: “What will make you want to use a (Bolton Libraries, 2006)
community library?” The public engagement programme
targeted a wide range of people from various “This process encouraged local people to reflect on their
backgrounds, from children groups to elder people groups, experiences of using libraries and consider what they
from British groups to Asian and African groups. The might want from their library of the future. It wasn’t just
information from the consultation practice established a ticking boxes – it was tactile, visual and three-
deeper picture of what people expected to have in the dimensional” (Thomas, 2007, p.14). This project
new library. The opinions from young people were progressed around three key issues concerning the new
particularly important in the consultation as Birchfield library developing; that is, “What is your perception of
Library wanted to investigate the key elements that could the library service?”, “What do you want from the
encourage those ‘hard to reach’ people to visit and use Library of the future?” and” How can the Library fit the
the library. The feedback was also successfully community’s individual needs?” These art-based


consultation methods not only overcame problems in These consultation projects consisted of, not only
communicating but helped imaginative thinking as well. traditional techniques such as questionnaires, public
The ideas gathered from these activities built up a better flyers and interviews, but also many tactile, visual and
understanding of what people wished to have in the three-dimensional methods, such as drawing, debates and
library of the future. The opinions from the Indian visiting other libraries.
population were especially essential in the consultation
because Bolton Libraries wanted to investigate the key Willingness to learn. Both of the libraries learned from
factors that could encourage non library users to come in their experience. If something did not work out, they
and use the library services. The feedback has effectively were willing to improve it or try a different method. Thus,
informed the new library design concept and the project they incorporated ideas from artists, architects and
has successfully set up a consultation model to share with participatory community, and use a mix of conventional
other library authorities. and innovative consultation techniques.

6. WHAT WORKS WELL FOR CONSULTATION Mutual trust and respect. It is important to gain
PROCESS participants’ trust first. Both of the libraries showed the
community their trust and respect by being open, honest
Does creative consultation work effectively for library and hospitable in the process of consultation.
services? Involving the community in decision making
and in delivering services that meet the needs of Collaboration. Work in partnership. For example,
communities isn’t the easiest option. (MLA, 2006, p.4) Birmingham Libraries worked with Cottrell & Vermeulen
However, the advantages can be worth the effort, as the Architecture groups to design the new library building.
two successful examples mentioned above. Here, the Bolton Libraries employed five local artists to consult
authors will point out the key elements that contributed to with different community groups via various art forms to
the success in conducting consultation processes find out their perceptions of the demolished library and
according to the study of the two example. Some of the their expectations for the replacement library.
key ingredients are shown below.
Willing to make an effort. Both of the libraries were
willing to take on a challenge and conduct a series of
consultation activities. Therefore, they adopted a wide
Creative range of consultation approaches for the project.
thinking
7. CONCLUSIONS

Willingness Client The importance of conducting community consultation has
to learn centred steadily increased in public libraries. This increase is due,
in part, to public libraries recognising that as well as
Key
fulfilling several statutory obligations, community
features
consultation can play an essential role in promoting the
for success
effectiveness and efficiency of library services.

Mutual trust Firstly, this paper explained the definition, purpose and
Collaboration
and respect role of community consultation in public libraries. The
authors then took two successful creative consultation
Willingness practices as examples, and finally, using these examples,
to make the authors identified the elements for successful
an effort consultation processes.

The Audit Commission (1999, p.8) broadly divides public
Figure 5 : Features for success in consultation consultation into two types: ‘direct consultation’
(representing the opinions of clients.), and ‘consultation
Client centre. It is obvious that Birmingham Libraries with delegates’ (representing the opinions of the consultee).
and Bolton Libraries placed a high degree of importance It is apparent that Birmingham Libraries and Bolton
on public engagement. They consider what works for the Libraries prefer direct consultation, which involves
library users and modify working practices to meet citizens’ engagement in the consultation project directly.
clients’ wants and needs. Identifying elements for successful consultation processes,
using consultation projects which focus on clients’
Creative thinking. Both of the libraries were willing to involvement has assisted the authors in learning more
take initiatives and adopt new approaches to involve as about community participation in consultation practices
many people as possible in the consultation processes. within public service organisations, particularly public


libraries, and in recognising future research possibilities. MLA. Community Engagement in Public Libraries: A
Following this work, the authors will build on this Toolkit for Public Library Staff. Museums, Libraries and
preliminary analysis and investigate more creative Archives Council, 2006.
consultation processes and methods that use client-focused
approaches. Participatory Action Research and Action National Consumer Council. Consulting Your Consumers:
Learning are two such examples. A Handbook for Public Service Managers. London: Her
Majesty’s Stationery Office, 1994.
8. REFERENCES
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Audit Commission. Listen Up! Effective Community Consultation and Collection Development Policies in
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Birmingham City Council. Birchfield Library Community
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Bolton Libraries. The ‘Art’ of Consultation Final Report.
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Cabinet Office. Modernising Government. London: TSO,
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ws_id=26181>.

DCMS. Framework for the Future: Libraries, Learning
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GOULDING, A. Public Libraries in the 21st Century:
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HMSO. Public Libraries and Museums Act. Her
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Major, J. The Citizen’s Charter: Raising the Standard.
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