3. An icon of a global brand

4. 360
evaluation

5. Before: focus groups

6. 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

7. After: Research Communities

8. Triangulation
Data
Method Environmental
Theory
Investigator

9. 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

10. 5 countries (USA, China, Poland, Italy & Germany)

11. #1
Reason to
participate
#2
Conversation
guide
#3
Role of the
moderator
#4
Gamification
Different country, different story

12. Expectations
towards the
brand & the
Catalogue?
First
impressions
& second
thoughts?
Conversion
and impact on
the brand?
Evaluation of the 2013 Catalogue
Phase 1
Who is the
reader?

14. Results
Right
direction
Improvements
to the
Catalogue
Revision of
the mobile
application

15. Phase 2
Reactivation of the communities to test
cover ideas for the 2014 Catalogue

16. Participants >
Consumer Consultants

17. Emotional/
implicit
measurement

18. Battle of
the covers

19. Results
Feedback for
creatives
Clear
direction

20. Dialogue between
the internal and
external world

22. Frederic.Gennart@
Inter-IKEA.com
tom@insites-consulting.com
@tomderuyck