Global Evaluation of the IKEA Catalogue - Inspirational Customer Dialogues

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  • Different about 2013 edition
  • VS. focus groups + IN international projects
  • Global Evaluation of the IKEA Catalogue - Inspirational Customer Dialogues

    1. 1. An icon of a global brand
    2. 2. 360evaluation
    3. 3. Before: focus groups
    4. 4. From good to greatFocus 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. 5. After: Research Communities
    6. 6. TriangulationDataMethod EnvironmentalTheoryInvestigator
    7. 7. Doing thingsfaster and morecost-efficientGaining a higherquality of data &deeper insightsDoing things thatwere just notpossible beforeEvaluation of a method
    8. 8. 5 countries (USA, China, Poland, Italy & Germany)
    9. 9. #1Reason toparticipate#2Conversationguide#3Role of themoderator#4GamificationDifferent country, different story
    10. 10. Expectationstowards thebrand & theCatalogue?Firstimpressions& secondthoughts?Conversionand impact onthe brand?Evaluation of the 2013 CataloguePhase 1Who is thereader?
    11. 11. ResultsRightdirectionImprovementsto theCatalogueRevision ofthe mobileapplication
    12. 12. Phase 2Reactivation of the communities to testcover ideas for the 2014 Catalogue
    13. 13. Participants >Consumer Consultants
    14. 14. Emotional/implicitmeasurement
    15. 15. Battle ofthe covers
    16. 16. ResultsFeedback forcreativesCleardirection
    17. 17. Dialogue betweenthe internal andexternal world
    18. 18. Frederic.Gennart@Inter-IKEA.comtom@insites-consulting.com@tomderuyck

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