Inspirational customer dialogues: The journey behind the global evaluation of the 2013 IKEA Catalogue (by Tom De Ruyck and Frédéric Gennart, Inter IKEA Systems) at the ESOMAR 3D Digital Dimensions 2013 in Boston (US) on Monday June 24, 2013.

2. An icon of a global brand

4. 360°
evaluation

5. Before: focus groups

6. 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

8. Evaluation of a method
Doing things
faster and more
cost-efficient
Gaining a higher
quality of data &
deeper insights
Doing things that
were just not
possible before

9. Triangulation
Data
Method Environmental
Theory
Investigator

10. 5 countries (USA, China, Poland, Italy & Germany)

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

12. Expectations
towards the
brand & the
Catalogue?
First
impressions
& second
thoughts?
Conversion
and impact on
the brand?
Who is the
reader?
Evaluation of the 2013 Catalogue
Phase 1

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

15. Phase 2
Reactivation of the
communities to test
cover ideas for the
2014 Catalogue

16. Participants Consumer Consultants>

17. Emotional/
implicit
measurement

18. Battle of the covers

19. Results
Feedback for
creatives
Clear
direction

20. Dialogue between
the internal and
external world

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