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Market research isn’t just for corporations trying to sell the latest gadget or subscription service. It’s also a valuable tool for libraries, which need to understand their communities in order to provide meaningful services and demonstrate impact. Our recent presentation on library-focused market research offered practical guidance on what it is, why it matters, and how to do it effectively. Here are the key takeaways.

1. Market Research Replaces Assumptions with Insight
Every organization runs on assumptions—some spoken, some unspoken. Libraries might assume, for instance, that seniors don’t use digital resources or that teens don’t read for fun. Market research tests those assumptions with data, helping libraries make decisions that reflect reality instead of guesswork.

2. Communities Are Always Evolving
Demographics, technology, and social trends shift constantly, which means community needs are never static. Market research helps libraries keep pace with these changes, reaching non-users, indecisive users, and underserved groups. Instead of asking “What worked last year?”, research helps ask “What does our community need now?”

3. Patrons Seek Outcomes, Not Just Services
Behavioral research shows that people don’t just want access to resources—they want results. That might mean saving money, finding reliable information, connecting with others, or enjoying entertainment. Understanding these motivations allows libraries to design experiences that meet deeper needs, whether that’s providing a distraction-free workspace, offering inclusive programming, or creating spaces for social connection.

4. There Are Many Ways to Collect Data
Market research doesn’t require a consultant or a big budget. Libraries can draw from multiple sources: census statistics, American Community Survey data, ILS reports, program attendance, and website analytics. Surveys, focus groups, and interviews provide qualitative insights, while tools like Google Trends or social media analytics show where people spend their time and attention. Taken together, these sources provide a comprehensive picture of the community.

5. The Goal is Actionable Storytelling
Collecting data is only the beginning. The real power of market research lies in interpreting results and applying them to strategy. For example, program registration numbers can reveal what formats or times are most effective, while circulation data can highlight changing interests. These findings can be turned into stories that demonstrate impact: how the library helps residents save money, build skills, or feel more connected to one another. Storytelling with evidence strengthens advocacy efforts and helps libraries remain visible, relevant, and supported.

Final Thoughts
Market research helps libraries reduce risk, make smarter choices, and demonstrate value in a constantly shifting environment. By combining statistics with human stories, libraries can design services that truly resonate with their communities—and prove their worth in ways that matter.

We are currently accepting proposals for our 2026 quarterly webinar series. These webinars are attended by a broad audience of library staff with varying levels of experience and work in diverse types of libraries. 

Webinars are 60 minute, live events with an opportunity for questions. Presenters are eligible for a $300 honorarium.

Submit your proposal now

A good clear website is arguably your most important marketing tool and should be treated as such. Donald Miller, author of Building a Storybrand says, “A bad website is like a flat tire. You can’t go anywhere until you change it.”   

Donald Miller explains it this way: Imagine that every time a consumer goes to a website, they start running on a treadmill. If they can’t find what they are looking for or even figure out what you offer, they will get tired and go somewhere else.  

Your library is “competing” with businesses and companies that have great websites.If your library website doesn’t look like a modern website, with easy to navigate pages, and streamlined bite-sized information; consumers will look elsewhere. Even though libraries aren't a “for-profit business” your organization is competing for attention with every website out there.  

Here are five simple ways to improve your website, even without a full redesign.

1. Have a scalable content strategy

We’ve all seen or managed websites that were beautiful and well-organized with the best intentions, but over time they have ballooned to unwieldy, unorganized behemoths over the years while content is added willy-nilly with no plan for long-term organization.  

The solution is a blog! A blog is easy to add without redesigning the site and a great way to introduce new or limited-timeframe content, rather than adding new pages to the site map. This strategy also helps contribute to successful SEO (Search Engine Optimization) which is improves the visibility websites during web searches. 

2. Know your site’s most-visited pages 

If you don’t have google analytics installed on your website yet, do this ASAP and take a look at what your most visited content is. Then make sure those pages are easy to access from your homepage and have the most up-to-date and succinct information.  

3. Reduce the amount of words on each page

Make sure your pages have just the information needed and nothing more. No one comes to a website to read a ton of copy, a website should include just enough information to get you started, nothing more. 

4. Design for equity and inclusion

Run your website through an accessibility tester like AccessiBe to ensure everyone, regardless of ability can use it. If you notice anything that’s not meeting standards, don’t panic! Just make a list and start chipping away and enhancing accessibility by improving color contrast, navigation, and more.   

Your website is the front page of your business or organization. Your website is often the first interaction people have with your organization. A well-designed, informative site builds trust and credibility immediately. Taking a few moments to clean up your homepage, solidify your content strategy, and analyze traffic, may be all you need to set your library or organization on the right path to website success.  

About the author: 

Amanda Donovan, Director of Marketing & Communication, Spokane Public Library and Board Member at Large, LMCG 
Amanda leads a dynamic marketing and communications team in crafting innovative marketing strategies that elevate Spokane Public Library’s mission and amplify its impact. Managing communications for a public institution with more than 125 employees and an $14 million budget, she oversees the development of compelling stories and targeted campaigns that drive awareness, engagement, and support for library services, programs, and resources. Amanda has more than 20 years of experience, ranging from financial services to consulting to in-house agency management and public institution leadership.

The Library Marketing and Communications Conference (LMCC) is the only event of its kind designed specifically for library marketing and communications. LMCC brings around 450 participants from around the country and world, representing libraries of all size and type.

Our 2025 event will be held November 12-13, in St. Louis, MO.

Professionals of all levels in academic, public, and special libraries attend sessions exploring important issues, share marketing and giveaway ideas, hang out together at dine arounds and local tours, and network with others in their field.

Library professionals leave LMCC in a better position to have their messages heard and to have their services well-used and appreciated. As a sponsor, your business will be an integral part of this unique, premier event, increasing your brand's visibility and reach.

By sponsoring the LMCC, you’ll have the opportunity to meaningfully engage with hundreds of potential clients and customers. Plus, LMCC is way more fun than other conferences!

Learn more about LMCC Conference Sponsorship 

For year-round opportunities, consider sponsoring a webinar or our online forum. Contact us at lcc@amigos.org  today!