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.
6. Focus groups were only giving
a snapshot of reality
Limited time spent with
consumers and a limited portfolio
of research techniques possible
Largely determined by the quality
and experience of the moderator
Internal stakeholders do not follow
sessions that often
7.
8. Evaluation of a method
Doing things
faster and more
cost-efficient
Gaining a higher
quality of data &
deeper insights
Doing things that
were just not
possible before
11. Different country, different story
#1
Reason to
participate
#2
Conversation
guide
#3
Role of the
moderator
#4
Gamification
12. Expectations
towards the
brand & the
Catalogue?
First
impressions
& second
thoughts?
Conversion
and impact on
the brand?
Who is the
reader?
Evaluation of the 2013 Catalogue
Phase 1