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Global Evaluation of the IKEA Catalogue - Inspirational Customer Dialogues

Slideshow about Global Evaluation of the IKEA Catalogue - Inspirational Customer Dialogues by Tom De Ruyck

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Global Evaluation of the IKEA Catalogue - Inspirational Customer Dialogues

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  1. An iconof aglobal brand

  2. 360°evaluation

  3. Before: focus groups

  4. 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 From good to great

  5. After: Research Communities

  6. Triangulation Investigator Method Environmental Theory Data

  7. Evaluationof a method Doing things fasterand more cost-efficient Gaining a higher quality of data &deeper insights Doing things that were just not possible before

  8. 5 countries(USA, China, Poland, Italy & Germany)

  9. Different country, different story #1 Reason to participate #2 Conversation guide #3 Role of the moderator #4 Gamification

  10. Phase 1 Evaluation of the 2013 Catalogue Who is the reader? Expectationstowards the brand & the Catalogue? First impressions& second thoughts? Conversionand impact on the brand?

  11. Results Right direction Improvements to the Catalogue Revision of the mobile application

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

  13. Participants > Consumer Consultants

  14. Emotional/implicit measurement

  15. Battle of the covers

  16. Results Feedback for creatives Clear direction

  17. Dialogue between the internal andexternal world

  18. tom@insites-consulting.com @tomderuyck Frederic.Gennart@ Inter-IKEA.com

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