How IKEA Rebuilt Brand Tracking for Growth

Is there a moment where you can see that insights clearly helped change direction of something? Like something that you were planning to do and did not, or the other way around?

Yeah, it's happening all the time in, um, kind of in, in some small scope, but also in, in bigger scale things.

Probably I step back a little bit.

So for me, insights is about aha moment, right?

Mm.

Yeah.

So the definition of insights is not to give the company the report or data for that matter, because data itself doesn't actually make any value.

The value comes from interpretation of this data.

Interpretation of this data can be very linear and, uh, senile, just kind of reading the figures that you see to them to make it simple.

Or it can be really triggering something, like when you find some unconventional thing which kind of comes out of it.

Yeah.

And finding these aha moments, or so what, right?

Yeah.

So wh- wh- why it is important for business.

This is where, uh, actually the, the magic of insights happening.

And it's happened more frequently than not because it's basically the fundament of our function.

This is what we're striving to do.

It's not easy.

Uh, there are plenty of examples like in smaller scale, when you kind of uncover some kind of need that, say, was invisible and, uh, you can bake it in your communication with consumers.

Or when you, uh, unveil some kind of underlying trends and, yeah, understand basically how to make a couple of step forward with, with your business or, uh, get a sense of, uh, uh, some risks coming to the business model as such.

Right.

So yeah, it develops on, on, on the particular project and, and the scale of the objective which we research, but these aha moments are the most precious ones.

I can imagine.

So the insights that the insights, uh, team, division, you feed those insights into all parts of the business, right?

Yes.