Research Gets Real: See NYC Shoppers Give IKEA's Head of Research Feedback

Research Gets Real: See NYC Shoppers Give IKEA's Head of Research Feedback

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AT Video
Jul 14, 2016

One of the best things about venturing to IKEA is discovering a product you have not seen before. At first, it may take some time to figure out what this item is used for. Is it a storage container? A kitchen accessory? A curtain rod? Eventually the answer becomes apparent and is then followed by another question, do I need this? Absolutely.

We recently took a trip to IKEA with their Head of Research, Mikael Ydholm. He conducted his own in-store focus group by asking shoppers about a particular product, a pendant lamp. From guessing it's use to offering suggestions on how to improve it, the customers' responses provided Mikael with some valuable takeaways.

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