When you hear the word "IKEA," what immediately comes to mind? Furniture. Design. Hacks. Maxwell Ryan puts IKEA's Head of Research, Mikael Ydholm, to the test with a classic word association game. Each word is affiliated with the IKEA brand and illicit some fun, first responses.
As you watch the video, play along! See if the words you come up with are similar to Mikael's answers.