Ikea

Lisa Aitken and Olly Taylor

Ikea is a mind-blowingly complex organisation, rich with stories of efficiency in manufacturing and distribution leading to an inimitable retail experience.

Ikea

Lisa Aitken and Olly Taylor

Agency: Host

As planners we spend most of the time trying to get inside consumers heads, to understand why they do what they do, what makes them tick and what might persuade them into a relationship with the brand we are currently working on.

But insights and ideas don't always come from the same place. They don't always come from consumers: from the outside in. They are just as likely to come from the company, the organization itself: from the inside out. A proper understanding of the company that sits behind...

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