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...