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

Frederic Gennart
IKEA, Belgium
Tom De Ruyck
InSites Consulting, Belgium


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 '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 around: 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.

Evaluating an icon of a global brand