An icon of a global brand

360°evaluation

Before: focus groups

From good to great

Focus groups were only giving a snapshot of reality

Limited time spent with consumers and a limited portfolio of research techniques possible

Largely determined by the quality and experience of the moderator

Internal stakeholders do not follow sessions that often

After: Research Communities

Triangulation

Data

Method Environmental

Theory

Investigator

Doing things faster and more cost-efficient

Gaining a higher quality of data & deeper insights

Doing things that were just not possible before

Evaluation of a method

5 countries (USA, China, Poland, Italy & Germany)

#1Reason to participate

#2Conversation guide

#3Role of the moderator

#4Gamification

Different country, different story

Expectations towards the brand & the Catalogue?

First impressions& second thoughts?

Conversion and impact on the brand?

Evaluation of the 2013 CataloguePhase 1

Who is the reader?

Results

Right direction

Improvements to the Catalogue

Revision of the mobileapplication

Phase 2Reactivation of the communities to testcover ideas for the 2014 Catalogue

Participants >Consumer Consultants

Emotional/implicit measurement

Battle ofthe covers

Results

Feedback for creatives

Clear direction

Dialogue between the internal andexternal world

Frederic.Gennart@ Inter-IKEA.com

tom@insites-consulting.com @tomderuyck