project role: lead
Not long ago, IKEA was the bread and butter of the furniture retailer for Gen X, but for several reasons they’ve moved on. These dips in their positive perception of IKEA were at the heart of this project.
We first looked to understand Gen X’s relationship to furniture and the home at large for inspiration on what matters most within the context of shopping, unmet needs and important wants. Time was spent both at-home and in-store and shopping exercises were designed to best mimic Gen X’s real-life experiences. ‘Head to heads’ took place between rejecters + loyalists to better learn what both sides of the argument look like and biggest opportunities for shifting rejecters’ mindsets.
Grounded in insight, we identified numerous out of store communication tactics + in-store design triggers (functional- and emotional-based) to activate Gen X’s engagement in the brand once more.