How ADM Insights & Strategy Uses Delve
Market Research with an Anthropological Lens
Autumn D. McDonald is the owner of ADM Insights and Strategy. After leading research initiatives and Insights organizations client-side at large multi-national corporations such as Procter & Gamble, Colgate-Palmolive, Kraft Foods, Revlon, Mattel, and Hershey, she started her own research consultancy, where she applies an anthropological lens to market research. Her work empowers clients making decisions on product launches, marketing campaigns, retail touchpoints, portfolio management, community services, and more.
With Delve in their toolset, Autumn and the team at ADM Insights & Strategy are able to work with one another, no matter where they are in the world, shave hours off their analysis time, showcase to clients the robustness of their analysis, and create powerful findings that enable client decision making.
About ADM Insights and Strategy
At ADM Insights and Strategy, Autumn and the team bring an anthropological lens to market research. ADM Insights & Strategy uncovers not only consumer habits and attitudes, but also the cultural contexts that drive peoples’ behaviors, thoughts, sentiments, and values. ADM Insights & Strategy achieves this by using an emic perspective, working to understand people from their point of view. Committed to holism, Autumn and the team triangulate multiple sources of data in the research and analyses processes, including their newly collected data, journals, and secondary sources.
Collaborating with her team, regardless of their location
Autumn and her colleagues at ADM Insights & Strategy are a multidisciplinary team of market researchers and social scientists. Before they adopted Delve for qualitative analysis, they analyzed qualitative data via traditional hard copy methods long utilized by anthropologists and sociologists. But these approaches needed a great deal of physical space, required geographical proximity for collaboration, and fueled anxiety regarding the potential loss of information.
Once they began leveraging Delve, they could analyze qualitative research from any location, and collaboration was no longer restricted by time or place.
“The ease of it, the flexibility of Delve, and the fact that it enables collaboration in a manner that is not time-bound or geographically-bound, is really powerful.”
The ability to work collaboratively in analyzing qualitative data from any location and at any time gave the team at ADM Insights & Strategy a new-found freedom and flexibility. Members of the team could code the data whenever worked best for them.
“One of us can code in the morning, another can code at 11:00 p.m. at night, another can code while they're eating lunch in the middle of the day. We're able to see what is happening in real time. It offers more freedom and flexibility.”
Proving to clients that qualitative research is robust
Delve also became a powerful tool for ADM Insights & Strategy to showcase to clients the methodical nature of their qualitative analysis. Like many researchers, Autumn has worked with clients who were trained to think that only quantitative research could be rigorous. She and her teammates use Delve as an important tool in visually demonstrating to clients the depth and robustness of their qualitative analysis.
“What's great about Delve is we're able to export 150 pages of our (qualitative) codes and show clients, which enables them to see that it is a robust exercise.”
Empowering clients to make fast decisions
Clients of ADM Insights and Strategy are utilizing research to make decisions related to products, communications, point of sale, services, and more. They do not have the luxury of time, so Delve helps Autumn and her teammates to deliver results of qualitative analyses quickly.
“We're able to pull it together much faster, which enables us to meet our clients’ need for speed more effectively.”
Additionally, since the team at ADM Insights & Strategy creates a custom qualitative analysis hierarchy for each and every project, by having the codes and quotes organized seamlessly by Delve they can respond much faster to client requests and questions.
“We're able to meet the clients’ requests much more nimbly because we're not having to search through hard copy…to see what aligned with a particular theme or cultural context, it's just a quick search for us in Delve.”
Allowing the client to hear the consumer’s own voice
Research participant voices are powerful and persuasive. By using Delve for qualitative analysis, the team at ADM Insights & Strategy is able to swiftly and easily pull together respondent voices from a wide range of research participants. This gives clients direct and meaningful exposure to the voices of their consumers, shoppers, and/or constituents.
“They're not just hearing our words; they're hearing the quotes we pull directly out of Delve. It really brings the research to life. The client then is hearing the consumer's own voice versus just hearing our voice.”
Pulling it together; From Delve to final deliverable
Autumn and her team at ADM Insights and Strategy recently designed, executed, and shared a timely body of research entitled “Mothers and Parenting Through the Pandemic”. Here is an example of how qualitative analysis via Delve led to one of many quotes in the final report.
By using Delve, Autumn and the team at ADM Insights & Strategy can collaborate in analyzing qualitative data regardless of location, showcase the rigor of their qualitative analysis, and more swiftly derive actionable results to empower clients with data from qualitative research.
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