What's going on in your bedroom?

Date of publication: February 19, 2007

Catalogue: Retail 2007

Company: Ipsos MRBI

Author: Philip De Wulf

Abstract:

Can you imagine the response rate you would get as a 35 year old researcher asking an 18 year old girl if she would show you her bedroom? So when asked to develop a new retail concept for a furniture retailer we immediately understood we would need 'to be invited in' and use non-intrusive insights generation tools. In order to develop a differentiating store concept, consumer generated content is a powerful ingredient and a holistic research approach (not just one single methodology or one single source) delivers the necessary understanding.

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