Abstract:

The annual catalogue is IKEA's main communication channel with existing and potential customers globally. This case study demonstrates how the 2013 edition of the catalogue was evaluated through MROCs in five different countries. The presentation gives insights into the key marketing challenge global brands like IKEA are confronted with: how to ensure that global communication efforts stay locally relevant. The paper also shows what's next for MROCs and shares best practices in moving an existing qualitative project online, creating internal buy-in for emerging methods, engaging internal audiences with the results, reactivating a MROC and using a MROC as the backbone while fusing it with other qualitative, quantitative and observational research techniques.