This interview was first published on the GlobalWelsh website.
Based in Ceredigion, Delineate is a team of research and technology experts who help businesses to evaluate their brands and marketing campaigns. Delineate joined GlobalWelsh’s Business membership programme in 2024. GlobalWelsh caught up with founder and CEO, James ‘JT’ Turner to talk about moving to Ceredigion and how this strategic location has fuelled the innovative capabilities and growth of Delineate, leveraging local strengths to achieve global reach.
Inspiration and origin:
JT, what motivated you to choose Ceredigion as the hub for Delineate’s global operations?
We chose Ceredigion for several reasons. Firstly, the rollout of superfast broadband in the area made it feasible to base our high-tech operations here, ensuring we have the necessary connectivity for our global customer base. Additionally, I have a personal connection to this beautiful part of Wales, having fallen in love with it over 25 years ago. The quality of life here is unmatched, and we are excited to contribute to the local economy and community.
Since establishing our presence in Ceredigion we are committed to invest local but think global. We have a fantastic local base for our business, whilst allowing us to deliver results right across Wales, the UK and the world.
How did the vision for Delineate’s innovative approach to gathering consumer insights come about?
Our vision for Delineate came from a recognition that traditional methods of gathering consumer insights were not keeping pace with the needs of modern businesses. We wanted to develop a platform that could provide real-time, actionable data to help brands make better decisions. By leveraging advanced technologies like AI and machine learning, we’ve created tools that deliver insights more quickly and accurately than ever before, enabling our clients to stay ahead of the curve.
Technological advancements:
What cutting-edge technologies are you leveraging to pioneer new ways of gathering consumer insights?
We built our flagship platform, Delineate Proximity®, which is at the heart of our innovation. This platform integrates advanced AI and machine learning algorithms to automate and optimise the entire survey process.
Additionally, our AI-driven analytics capabilities enable us to process and interpret vast amounts of data quickly.
Company culture and values:
You mentioned the Welsh language, so could you tell us what steps you’re taking to promote and integrate the Welsh language within your team?
We actively promote the Welsh language within our team by offering language learning opportunities for non-Welsh-speaking employees regardless of where they work. This includes language classes and cultural information sessions – ‘get to know Wales’ sessions. Our commitment to the Welsh language is part of our broader strategy to ensure that our workplace is inclusive and representative of the community we are part of.
I’m not saying that everybody needs to be fluent in Welsh even though that would be fantastic, but even knowing a few words can make a big difference. The key is not the number of words you know but a willingness to use them, making the language a natural part of our work environment. This basic understanding and effort can greatly enhance interactions and show respect for the language and culture of Welsh speakers.
Challenges and opportunities:
What challenges have you faced in setting up operations in a rural area like Ceredigion, and how have you overcome them?
Setting up operations in a rural area like Ceredigion posed several challenges, primarily related to infrastructure and talent acquisition. The rollout of superfast broadband has mitigated some of the infrastructure issues, providing us with the necessary connectivity for our operations. To attract talent, we have connected with local schools and universities, focused on highlighting the quality of life in Ceredigion and offering competitive opportunities.
Customer and market insights:
Can you give an example of how your consumer insights solutions benefit businesses?
One of the most impactful examples of our consumer insights solutions in action is our collaboration with The Coca-Cola Company. They required a solution that could provide real-time feedback from consumers about their advertising around the world. Using our Proximity® platform, we can survey consumers every day and deliver immediate, actionable insights. This approach allowed Coca-Cola to adjust their campaigns on the fly, increasing the effectiveness of their marketing efforts by 25%.
Future plans and vision:
How do you plan to further invest in and contribute to the economic development of Ceredigion?
We plan to further invest in Ceredigion by creating more high-value jobs and supporting local education and training programmes. By collaborating with local government, businesses and suppliers, we aim to create a thriving tech ecosystem. Our continued growth and investment in the area will drive economic resilience and sustainability, benefiting both our company and the broader community.
Support and collaboration:
How has support from initiatives like Transforming Towns and ARFOR contributed to your business growth?
Support from initiatives like Transforming Towns and ARFOR have been instrumental to our growth. These initiatives have provided essential funding and resources that allowed us to transform unused spaces into valuable commercial properties and establish our operations in Ceredigion. This support has enabled us to build a robust infrastructure and attract local talent, laying a strong foundation for our continued expansion.
What role do you see GlobalWelsh Welsh playing in your future collaborations?
I hope GlobalWelsh Welsh will play a significant role in our future collaborations by offering networking opportunities and connections with other Welsh businesses, international partners and diaspora. Their support via the Carmarthenshire and Ceredigion Connector Hub will help us expand our reach and impact both locally and globally, which is essential for achieving our growth ambitions.
Innovation and creativity:
How do you further innovation and creativity within your team at Delineate?
We promote a culture of continuous learning and collaboration and encourage our employees to explore new ideas and technologies, providing opportunities for professional development and cross-functional teamwork. This environment helps drive our innovative approach to consumer insights, ensuring we stay ahead of industry trends and deliver exceptional value to our clients.
Community engagement:
How do you ensure that Delineate remains actively engaged with the local community in Ceredigion?
We actively engage with the local community by participating in and supporting local events and initiatives. For example, we are proud to be the main sponsors of Newcastle Emlyn Rugby Club, as well as working closely with local schools and universities. This provides valuable opportunities for young people and helps us build a pipeline of local talent for the future. We’ll launching our Delineate Community Commitment later this year, which will provide our communities with investment and an opportunity to grow alongside our own business ambitions.
You can follow these links to find out more about the Carmarthenshire and Ceredigion Connector Hub and Delineate and how GlobalWelsh can help your business.
