My role here at The National Archives is to carry out and manage customer research and make sure that the voice of the customer is heard. When I say ‘customer research’, I don’t mean the historical research that our users explore but rather researching the needs, wants and expectations of our customers. This can involve a whole host of activities including focus groups, interviews, sitting next to someone at a computer observing how they behave and even asking people to fill out diaries of their experiences for us to look at. All of which is helps us improve the services we offer, with our users at the heart of it.
One audience which has always been a challenge to get in depth and real time feedback from is the ‘online user’. A dauntingly large group which incorporates over 13 million people a year carrying out a huge breadth of tasks for a huge number of reasons. Some of them are regular visitors while some visit just once never to return again. With such a broad and diverse audience, how can we make sure individuals get their opinions heard and how can we get them more involved in what we do? Myself and colleague James Lawson set up a project team to find a solution.