The ADKAR Model as a Measurement Framework 1

THE ADKAR MODEL

AS A MEASUREMENT
FRAMEWORK

Applications of ADKAR Research Study

 The ADKAR Model as a Measurement Framework 2

CONTENTS

Introduction 3

Who Is Using ADKAR as a Measurement

Framework 4

Why Use ADKAR as Measurement

Framework 5

How to Use ADKAR as a Measurement

Framework 7

When to Measure with ADKAR 7

What Groups to Measure with ADKAR 8

Steps to Take When Measuring with ADKAR 9

How to Act Upon ADKAR Measurement Data 10

Conclusion 12

Success Story 13
 The ADKAR Model as a Measurement Framework 3

INTRODUCTION

Peter Drucker famously observed, “what gets measured gets managed.” What we measure
indicates what we value and where we focus our attention. Even with the increased recognition of
the value of change management and an overwhelming body of evidence that employee adoption
and usage directly impacts change success, measuring the progress and outcomes of change
in people has long been vague or even elusive. Leading organizations are looking for tangible,
repeatable and valid mechanisms to measure the people side of change.

When used effectively, data gathered through

measurement enables us to identify issues, diagnose
gaps and take corrective action. Measurement data
reveals where progress and change is happening and
ADKAR allows you to measure
where obstacles need to be addressed. As leaders
where individuals are in the
of change, we know that demonstrating progress
change process so change
is important to establishing the value of change
management activities can be
management and maintaining ongoing commitment
tailored and timely.
to investing in the people side of change.

In a research effort to investigate how leading

organizations are using the Prosci ADKAR® Model
(ADKAR) in practical application, Prosci asked
benchmarking questions about using ADKAR as
a framework for measuring change progress and
outcomes. The elements of ADKAR represent the
outcomes that need to be achieved in impacted It provides a practical
individuals for change to be realized and sustained. approach to understand where
Measuring the elements of ADKAR at intervals the impacted users are on
throughout a change project provides a picture of how the journey, by using tailored
ready an individual or a team is for change and how statements. By using this a[t]
likely they are to successfully adopt and sustain it. regular intervals throughout
the change effort I can
In this analysis, we explore the prevalence, demonstrate the success of
effectiveness and benefits of using ADKAR as a change management.
measurement framework, as well as best practices
around when to measure, who to measure and how to
measure change with ADKAR.

Copyright © Prosci Inc.

 The ADKAR Model as a Measurement Framework 4

WHO IS USING ADKAR

AS A MEASUREMENT
FRAMEWORK
2%
Over 40% of study participants reported they
had used ADKAR as a measurement framework, Extremely effective
and nearly all of these participants said that
ADKAR was either somewhat (32%) or extremely Somewhat effective
32%
(66%) effective for this particular use.
66% Neutral

Percent of Study Respondents Who Used ADKAR as a

Measurement Framework

USE CASE PREVALENCE FREQUENCY

Leverage a structured
80% 95%
approach and methodology

Facilitate individual change 45% 95%

Measure change outcomes 44% 91%

Create a common language for

34% 98%
change

Integrate with project management 34% 90%

Empower managers 32% 87%

Equip senior leaders 25% 97%

 The ADKAR Model as a Measurement Framework 5

WHY USE ADKAR

AS MEASUREMENT
FRAMEWORK
Participants in the Applications of ADKAR study were asked to identify why they used ADKAR as a
measurement framework. Responses fell into four categories:

1 Easy to use

Participants reported that using ADKAR as

measurement framework was very easy. The
ADKAR provides a straightforward
model lends itself to a simple a measurement
approach in evaluating where
tool, giving a clear picture of where impacted
individuals and or groups are at
groups are on their change journey with the data
within the change process. It is
gained from using ADKAR.
easy to understand and apply.

2 Reliability and validity

Participants felt secure using ADKAR as a

measurement framework because it produced
reliable and valid insight. The data collected Objective and evidence based
using ADKAR could be trusted because the model framework increases credibility of
produces consistent data in similar situations. findings / recommendations with
clients and stakeholders.
 The ADKAR Model as a Measurement Framework 6

3 Actionable output

Participants reported that using ADKAR as a

measurement framework yielded actionable ADKAR gives us insights into
data and insights. The output of ADKAR how we need to spend our
measurement gives a clear picture of how time working with people to
change is progressing and how individuals move through a change more
were handling the change in the organization. easily.
It identifies where groups or individuals were
struggling with a certain aspect of the change.

It makes it easier to move

from measurement results
to actions. If Knowledge and
Ability are low, the issue is
training--if Desire is low,
training will not solve the
problem.

4 Progress tracking

Participants reported measuring ADKAR scores

to track the progress of a change. ADKAR was The individual assessment
specifically helpful for tracking change at an provided easily quantifiable
individual level over time. and comparable data -
baseline and progress measure
- to guide change management
efforts.

To gauge the progression of impacted stakeholders and audience groups,

from project initiation to project close and transition/beyond. ADKAR helped
to document and record the current state and detail the journey of where we
landed.
 The ADKAR Model as a Measurement Framework 7

HOW TO USE ADKAR

AS A MEASUREMENT
FRAMEWORK
Prosci asked participants in the Applications of ADKAR study a series of questions about how
they implemented ADKAR as a measurement framework. We investigated when, who and how
organizations are measuring with ADKAR, and also asked how action is being taken based on the
insights of the measurement data.

WHEN TO MEASURE WITH ADKAR

Participants identified the circumstances in which they

used ADKAR as a measurement framework.

1. Throughout a project lifecycle diverse employee groups. Samples of the large

and complex projects identified included business
Most respondents identified that they have used systems changes, ERP implementations, mergers
ADKAR as a measurement framework throughout and acquisitions and re-organizations.
the lifecycle of a project. They reported measuring
ADKAR scores as a baseline at the beginning of a 3. When gauging change readiness and
project, as a pre-go-live checklist and at other key
anticipating resistance
milestones during the project.

Participants reported using ADKAR to gauge

2. On large and complex projects employees’ readiness for change. Changes in
readiness over time is valuable feedback to the
Participants reported using ADKAR on large and project teams and senior leaders about how
complex changes in particular. This included individuals and groups are progressing through
projects involving many types of change happening change. The data indicate where gaps still exist
at once, changes across multiple geographies, and serve as a leading indicator for anticipated
projects with a high dollar value attached, and resistance and adoption challenges.
changes that have a large and varied impact on
 The ADKAR Model as a Measurement Framework 8

4. When designing and evaluating used to evaluate the progress and change readiness
of employees and stakeholders who have to do
change management activities
their work differently in the future state. Some
participants reported measuring all employees
Measurement data based on ADKAR were used to
across the organization and at all levels of the
influence change management plans and activities.
hierarchy. Where measuring all employees was not
It informed fact-based decisions on where to focus
feasible, participants reported prioritizing their focus
change management work. Based on data collected
on groups and individuals who were experiencing
from assessments, participants could evaluate the
the greatest impacts of change, were key revenue
effectiveness of change management activities like
generators, or were saturated by other ongoing
communications and training. They also reported
initiatives.
adjusting their change management plans, even
going so far as to moving “go-live” dates for
projects. 2. Senior leaders

ADKAR measurements were conducted to measure

5. When seeking buy-in from senior
the level of buy-in and support from executives,
leaders sponsors and steering committee members who
play a critical role in times of change.
Some participants reported measuring ADKAR
scores as a tool to catalyze leadership and gain
buy in from senior leaders. They demonstrated
3. Managers and supervisors
the return on investment of change management
work by showing adoption rates through ADKAR Functional managers, team leads and line
progress. supervisors whose teams were undergoing change
were measured using ADKAR.

4. Project team
WHAT GROUPS TO MEASURE
WITH ADKAR Project team roles specifically identified as
being measured included project managers,
support resources (communication and training
departments, human resources, etc.) and subject
Participants identified the groups in their matter experts.
organization whose progress in a transition had
been measured using the ADKAR. 5. IT

1. Impacted employees IT team members are a common group to measure

with ADKAR. They may play roles in initiating and
By a four-to-one margin, employees directly implementing technology and systems changes, and
impacted by a change were the groups most may be impacted by those changes themselves.
frequently measured with ADKAR. ADKAR was
 The ADKAR Model as a Measurement Framework 9

6. Super users and change agents 3. ADKAR Assessments

Participants reported using ADKAR to measure the Participants distributed hard-copy ADKAR
readiness of super users and members of the change assessments to collect ADKAR data on
agent network. individuals’ progress during change. The tool
was frequently used to enable managers to
gauge their employees’ ADKAR scores, rather
than for collecting self-assessment data from the
STEPS TO TAKE WHEN employees themselves.

MEASURING WITH ADKAR

4. Focus groups

Participants used focus groups as a method to

Participants in the Applications of ADKAR Study measure ADKAR progress among employees.
reported using a variety of means for gathering data Rather than measuring all impacted individuals,
using ADKAR. respondents would select a sub-set of the larger
population and then interview that group in a
controlled setting to determine if groups were
1. Surveys progressing through transitions.

Surveys were the most frequent means of gathering

ADKAR measurement data. Participants who
reported using surveys to gather ADKAR data
identified the following tools:

a. Prosci’s ADKAR Dashboard

b. Survey Monkey
c. Sharepoint
d. Internal share drive/survey tool

2. Interviews

Participants also used interviews with key groups

to identify ADKAR scores. Interviews were primarily
used with subject matter experts, key stakeholders,
organizational influencers and leadership, including
middle managers and front-line supervisors.
 The ADKAR Model as a Measurement Framework 10

HOW TO ACT UPON ADKAR

MEASUREMENT DATA

Participants were asked what they did with the data

they collected from their ADKAR work.
Reviewed feedback to adjust our
change management plan, e.g.
1. Adapt change management tactics provided a different focus for
communications, got different teams
Participants reported applying the data they engaged in things we didn’t think they
gathered using ADKAR to adjust their planned change had concerns about, held discussion
management activities. The ADKAR data informed groups for particular topics
customization of communications and training plans highlighted.
and helped to tailor efforts to match the respective
audiences.

2. Report progress
Organized, summarized and reported
Participants used the data collected to inform the data to project sponsors and
sponsors, change managers, project team members project team members. The data was
and other organizational leaders as part of project then used to make adjustments to
updates. The data collected via ADKAR was easy to change management activities.
translate and feed into tracking metrics.

3. Focus and prioritize activity

Participants reported using their ADKAR data to inform The data collected from the survey
a gap analysis on impacted groups. Gaps identified results enable the change team to
in the ADAKR data helped project teams focus and drill down further on specific gaps
prioritize their change management efforts. and or barriers.

Put in place an action plan to provide what was missing, i.e. further information packs,
tailored around the ‘what’s in it for me’ as well as drop in sessions to provide knowledge of
how to do SMART objectives and practice them (to build ability).
 The ADKAR Model as a Measurement Framework 11

4. Measure effectiveness

Participants reported using their ADKAR data to inform

a gap analysis on impacted groups. Gaps identified Used internally to gauge and
in the ADAKR data helped project teams focus and measure effectiveness of
prioritize their change management efforts. change management activities.
 The ADKAR Model as a Measurement Framework 12

CONCLUSION

ADKAR provides a straightforward framework for evaluating where individuals and groups
are within the change process. It is easy to understand and apply. When ADKAR is used as an
assessment, it provides easily quantifiable and comparable data to move from measurement
results to actions. ADKAR as a measurement framework guides change management efforts and
is a vital tool to evaluate progress – both individual and change management effectiveness –
throughout the lifecycle of a project.
 The ADKAR Model as a Measurement Framework 13

SUCCESS STORY: LARGE UTILITY

IN SOUTHERN US

Often times we are forced to learn from our mistakes. Sometimes we can learn before our
mistakes.
– Change Management Lead

Several years ago a large utility organization in the Southern US had a large IT project that needed to be
implemented across the organization. This project was huge by any definition of the word. It was a several
million-dollar implementation that radically impacted nearly every functional group across the organization.
Project failure would not just mean loss of capital and outcomes but loss of company morale and willingness
to engage with large-scale change projects. Therefore, some business units in the organization made the
decision to create and apply a change management strategy.

After the IT project, those leaders were so impressed with the success that they decided to fully adopt change
management. They adopted the Prosci change management methodology, and a central part of their effort
was proactively utilizing ADKAR as a measurement tool.

Today the organization has trained over 1,400 employees in change management and the ADKAR Model,
and their customer service business unit’s change management team applies change management on all
large-scale/high-impact changes in the organization. While change management has had a large impact
on increasing the success of their projects, one of the organization’s strengths has been its ability to utilize
ADKAR as a preventative research model to identify resistance, adapt their approach and identify obstacles
and best practices within their organization.

On any given large/high-impact project, the project team will begin with a custom, anonymous, survey
designed to provide data on all five elements of the ADKAR score. The data is then analyzed in two ways. First,
long-term trend analysis is done to identify score improvements over the life of the project. Second, short-
term snapshots are collected using focus groups and panels. Demographic information, such as region and
classification, is collected to further stratify the data for specific impacted groups. The team identifies trouble
spots and plans for and implements mitigating factors. The process is repeated for each project milestone
and runs parallel to the larger change management initiative.
 The ADKAR Model as a Measurement Framework 14

This robust measurement process allows the organization to customize and adapt its change management
approaches for each project, but it also does so much more. Using this data and their research capabilities,
leaders and project teams are able to identify internal and project-specific best practices. One of their internal
resources said:

If I see that the south side region is showing better ADKAR scores, I will do a focus group with
them to understand what is working so well. I can then take that information to the north
side group ,which has not been scoring well.

This use of ADKAR helps them look back, examine the present and look to the future of their change
management projects. Change management at this organization is not a stagnant program or methodology;
it is a living and adaptable approach to addressing change on an individual level. By using ADKAR as a
measurement tool, the organization is able to ensure that their change management program is adjusting and
adapting at the speed of change.