Ikea - An Improbable Tale: How a Research Methodology became a Big Creative Idea

Research consistently reported that IKEA, the Swedish home furnishings retail brand, was perceived by Australians as a bit aloof and a specialist in low-cost products.


Lisa Aitken

There have been plenty of planning papers written about how the intelligent interpretation of research findings provided a springboard to great creative work. This isn't one of those. This is a paper about a more unusual planning approach: how a research methodology became a creative idea. It tells of how by moving in with Australians, observing how they really live, what makes a difference in their daily lives at home and by creatively tapping into the fundamental importance of home in all our lives and to our happiness, we were able to find a credible and believable...

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