IKEA: How segmentation helped us understand how the other half live

Aaron Haynes, strategy partner, Vizeum explains how IKEA’s customer segmentation fuelled a long-term comms strategy that delivered over £800m in incremental revenue.


This article is part of a series of articles from the WARC Guide to Segmentation. Read more.

We need to simplify everything we do. But not how we understand people.

Our time with IKEA shows that segmentation can’t become a shortcut for better understanding consumers. Technology and data are just enablers, with strategists – and in our case – interior designers, as the true custodians of audience knowledge. Segmentation is just the jumping off point for adding depth and breadth to the portrait of life at home.

This segmentation has fuelled a programme of communications that is...

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