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Global Evaluation of the IKEA Catalogue - Inspirational Customer Dialogues
 

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 Global Evaluation of the IKEA Catalogue - Inspirational Customer Dialogues Presentation Transcript

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