Inspirational customer dialogues at ESOMAR 3D Congress

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Inspirational customer dialogues at ESOMAR 3D Congress

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Inspirational customer dialogues: The journey behind the global evaluation of the 2013 IKEA Catalogue (by Tom De Ruyck and Frédéric Gennart, Inter IKEA Systems) at the ESOMAR 3D Digital Dimensions......

Inspirational customer dialogues: The journey behind the global evaluation of the 2013 IKEA Catalogue (by Tom De Ruyck and Frédéric Gennart, Inter IKEA Systems) at the ESOMAR 3D Digital Dimensions 2013 in Boston (US) on Monday June 24, 2013.

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  • 1. An icon of a global brand
  • 2. 360°evaluation
  • 3. Before: focus groups
  • 4. Focus groups were only givinga snapshot of realityLimited time spent withconsumers and a limited portfolioof research techniques possibleLargely determined by the qualityand experience of the moderatorInternal stakeholders do not followsessions that often
  • 5. Evaluation of a methodDoing thingsfaster and morecost-efficientGaining a higherquality of data &deeper insightsDoing things thatwere just notpossible before
  • 6. TriangulationDataMethod EnvironmentalTheoryInvestigator
  • 7. 5 countries (USA, China, Poland, Italy & Germany)
  • 8. Different country, different story#1Reason toparticipate#2Conversationguide#3Role of themoderator#4Gamification
  • 9. Expectationstowards thebrand & theCatalogue?Firstimpressions& secondthoughts?Conversionand impact onthe brand?Who is thereader?Evaluation of the 2013 CataloguePhase 1
  • 10. ResultsRightdirectionImprovementsto theCatalogueRevision ofthe mobileapplication
  • 11. Phase 2Reactivation of thecommunities to testcover ideas for the2014 Catalogue
  • 12. Participants Consumer Consultants>
  • 13. Emotional/implicitmeasurement
  • 14. Battle of the covers
  • 15. ResultsFeedback forcreativesCleardirection
  • 16. Dialogue betweenthe internal andexternal world
  • 17. Frederic.Gennart@Inter-IKEA.comtom@insites-consulting.com@tomderuyck