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. Segme

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands