The journey behind the global evaluation of the 2013 IKEA Catalogue

Inspiration customer dialogues paper

For IKEA, the yearly Catalogue is the main communication channel with existing and potential customers globally. This case study shows how the 2013 edition of the Catalogue and possible covers for the 2014 edition were evaluated qualitatively around the world, through Market Research Online Communities (or Consumer Consulting Boards) in five different countries. The paper also shows how research communities are becoming a true fusion research tool more and more which allows for triangulation on different levels (data sources, research methods, research environments, theories and investigators), leading to more valid research results, fresh inspiration and a deeper understanding of the issue researched. Best practices concerning: moving an existing qualitative project online, creating internal buy-in for emerging research methods, engaging internal audiences with research findings, running communities in different cultures and reactivating an MROC over time, are shared as well.

Request your download

Read more on our blog

The top 5 reasons your digital marketing strategy needs a social community

Interactive digital marketing is a fine art, a balancing act, if you will, of supplying just the right amount of…

Battle of the screens

The battle of the screens: mobile vs desktop communities

Mobile communities are HOT. No doubt about that. The latest numbers from Facebook confirm that mobile is outperforming desktop. Zuckerberg…

Are consumers the researchers of the future?

Are consumers the researchers of the future?

Good insights will lead to the discovery of something that is not yet obvious. They should be recognizable and real…