Understanding users: Segmentation from man-made typologies to computer-generated clusters
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Understanding users : Segmentation from man-made typologies to computer-generated clusters. / Johannsen, Carl Gustav Viggo.
In: New Library World, Vol. 115, No. 11/12, 14.11.2014, p. 412-425.Research output: Contribution to journal › Journal article › Research › peer-review
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TY - JOUR
T1 - Understanding users
T2 - Segmentation from man-made typologies to computer-generated clusters
AU - Johannsen, Carl Gustav Viggo
PY - 2014/11/14
Y1 - 2014/11/14
N2 - Segmentation of users can help libraries in the process of understanding user similarities and differences. Segmentation can also form the basis for selecting segments of target users and for developing tailored services for specific target segments. Several approaches and techniques have been tested in library contexts and the aim of this article is to identify the main approaches and to discuss their perspectives, including their strenghts and weaknesses in, especially, public library contexts. The purpose is also to prsent and discuss the results of a recent - 2014 - Danish library user segmentation project using computer-generated clusters. Compared to traditional marketing texts, this article also tries to identify user segments or images or metaphors by the library profession itself.
AB - Segmentation of users can help libraries in the process of understanding user similarities and differences. Segmentation can also form the basis for selecting segments of target users and for developing tailored services for specific target segments. Several approaches and techniques have been tested in library contexts and the aim of this article is to identify the main approaches and to discuss their perspectives, including their strenghts and weaknesses in, especially, public library contexts. The purpose is also to prsent and discuss the results of a recent - 2014 - Danish library user segmentation project using computer-generated clusters. Compared to traditional marketing texts, this article also tries to identify user segments or images or metaphors by the library profession itself.
KW - Faculty of Humanities
KW - segmentering
KW - biblioteksbrugere
KW - public library users
KW - Cluster Analysis
KW - segmentation
KW - correspondance analysis
KW - Life Style
KW - user images
KW - user metaphors
U2 - 10.1108/NLW-05-2014-0052
DO - 10.1108/NLW-05-2014-0052
M3 - Journal article
VL - 115
SP - 412
EP - 425
JO - New Library World
JF - New Library World
SN - 0307-4803
IS - 11/12
ER -
ID: 113803364