Inspirational customers dialogues: The journey behind the global evaluation of the 2013 IKEA catalogue

This paper demonstrates how IKEA, the world's largest furniture retailer, evaluated the 2013 edition of its catalogue through Market Research Online Communities (MROCs) in Germany, Italy, Poland, US and China.

Inspirational customers dialogues: The journey behind the global evaluation of the 2013 IKEA catalogue

Frederic GennartIKEA, BelgiumTom De RuyckInSites Consulting, Belgium

Introduction

For IKEA, the yearly Catalogue is the main communication channel with existing and potential customers globally. This case study demonstrates 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 demonstrates how 'Online Communities' become more and more a true 'Fusion Research' tool that allows for...

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