Insight Community | How IKEA lives customer proximity

Insight Community

together with IKEA:

How IKEA lives customer proximity

Insight Community

together with IKEA:

How IKEA lives customer proximity

Together with IKEA, we took a fascinating look at the future of market research and customer loyalty at the Deeper Insights Days. In our presentation “The Better Together Community – How IKEA puts its customers at the center”, our Managing Director Oliver Kern and Annette Mittelsdorf, Customer Information and Insight Leader at IKEA, showed how IKEA is gaining deep insights into the lives and behavior of its customers by building a strong community.

IKEA’s Better-Together community

Launched in 2022, the “Better Together” insight community not only enables IKEA to quickly and effectively gather valuable insights into its customers, but also fosters an ongoing dialog with members. With over 1,300 active participants and a high response rate of 35%, numerous projects have already been successfully implemented to help IKEA better understand the needs and desires of its target groups.

The community relies on a combination of quantitative and qualitative methods. From classic surveys and diary studies to interactive formats such as co-creation workshops, photo and video uploads – the versatility of the tools makes it possible to generate comprehensive insights. One example of this is the “Second Hand” area: the community has shown that second-hand products are increasingly in demand for various reasons, including sustainability and value for money. These insights directly led to the launch of the popular “IKEA Second Chance” program, in which slightly damaged products are offered at a discount.

Key insights and projects of the “Better Together” community

Constant interaction with community members provides IKEA with deep insights into the real lives of customers, their purchasing behavior and attitudes. Iterative testing allows specific topics to be explored in depth. One example is the trend towards second-hand shopping. The community showed that second-hand shopping is not only attractive for sustainability reasons, but also because of the price and the opportunity to get products that are no longer available.

Despite these insights, a survey showed that only 30% of respondents see IKEA as a pioneer in the second-hand sector. This insight led to the introduction of the “IKEA Second Chance” section, where furniture and other products with minor defects are offered at a reduced price. This section has proven extremely popular and is highly valued by customers.

Community insights create an advantage

The collaboration with IKEA is an impressive example of how community-based market research can drive sustainable innovation and transformation. Companies like IKEA rely on this form of customer engagement to optimize not only the shopping experience but also the post-purchase experience, thus meeting the needs of their customers in the long term.

Well-executed market research can enable sustainable transformations. And that is exactly what we have achieved through our collaboration with IKEA.
Find out more about our collaboration with IKEA and how our “Better Together” community is helping IKEA to gain a deep understanding of customer behavior and attitudes, paving the way for a more customer-centric future.

Curious? Watch the recording and discover how community insights are shaping the future of market research. Click here for the exclusive video recording.

Curious? Simply fill out the form to get access to the video recording.

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