IKEA conducted ethnographic research on customer behavior at their stores to understand how a potential "IKEA to GO" concept could work, capturing customer profiles through walking around stores, taking photos, and interviews to analyze differences between male and female shoppers as well as those who visit just for shopping versus pleasure, and evaluating the strengths of traditional IKEA stores against opportunities for on-demand delivery from an "IKEA to GO" service inspired by Hema's model.

1. Ethnographic researchIKEA to GO

2. MethodologyWalk aroundPhoto’sInterview

3. IkeaCommunication InteriorService

4. Customer profileType of peopleMale vs. female

5. Customer BehaviorDay-outShopping vs pleasure

6. Ikea to go?Strong points of normal IkeaOpportunities Ikea to go Hema to go?