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Global Evaluation of the IKEA Catalogue - Inspirational Customer Dialogues
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Transcript of Global Evaluation of the IKEA Catalogue - Inspirational Customer Dialogues
An icon of a global brand
360°evaluation
Before: focus groups
From good to great
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
After: Research Communities
Triangulation
Data
Method Environmental
Theory
Investigator
Doing things faster and more cost-efficient
Gaining a higher quality of data & deeper insights
Doing things that were just not possible before
Evaluation of a method
5 countries (USA, China, Poland, Italy & Germany)
#1Reason to participate
#2Conversation guide
#3Role of the moderator
#4Gamification
Different country, different story
Expectations towards the brand & the Catalogue?
First impressions& second thoughts?
Conversion and impact on the brand?
Evaluation of the 2013 CataloguePhase 1
Who is the reader?
Results
Right direction
Improvements to the Catalogue
Revision of the mobileapplication
Phase 2Reactivation of the communities to testcover ideas for the 2014 Catalogue
Participants >Consumer Consultants
Emotional/implicit measurement
Battle ofthe covers
Results
Feedback for creatives
Clear direction
Dialogue between the internal andexternal world
Frederic.Gennart@ Inter-IKEA.com
[email protected] @tomderuyck