Everybody knows IKEA makes practical home products. But less people know about the tremendous efforts behind IKEA’s offering. What is the secret behind IKEA? The people. The people at IKEA and the many people they meet every day when visiting homes globally.

We put the products in the shadow and the people making them in the spotlight. By showcasing the research process, we could show how IKEA works to understand people: behaviours, emotional needs, dreams and frustrations at home. How? By talking to them. We set out to explore what people think makes a house a home and turned the conversations into easy-to-understand, sharable content. Not only to be shared with the world, but also with IKEA’s designers and product developers, laying the foundation for new products for future homes. Proving that IKEA really understands you and are committed to not only making things – but making things better.

12-country survey with 12,000 respondents provided data; 17 home visits in 4 markets generated authentic stories; interviewing academics within psychology, architecture, design and behavioral sciences added third-party validation and spread the word about IKEA amongst research communities.

Insights were presented as digital sharable content – infographics, articles, images and movies.

The project launched at Democratic Design Day, a yearly IKEA event (June 8) attended by 300 of the design world’s most prominent opinion leaders and journalists – reaching elite media, allowing the news to filter down. An interactive multi-media exhibition allowed visitors to explore insights with all senses. Prior to the event, 200 designers ideated new products based on the insights that were showcased in the exhibition – bringing communication into design development.

The event was live streamed on IKEA.Today and influential Dezeen.com (media collaboration).

Global PR and social media efforts informed international media, influencers and consumers.

Tier 1:

Global coverage in key media within design, news, lifestyle and innovation including elite media for all segments e.g. Curbed, FAZ, Vogue and Fast Company.

Reach: 1 075 700 273.

Selected insights and stories in the IKEA Catalogue reached 200 million in 28 countries.

Total reach: 1,2 billion.

“A comprehensive study that looks to uncover the things we think we know about the places we call home. The true findings of the report might not be so closely linked to the collection of the things and objects we have in our homes, but rather the seemingly insignificant ways they interact with us over time.” – PSFK.

?Tier 2:

The insights have inspired local activations worldwide for almost a year, resulting in ad campaigns, events and PR that continue to engage audiences.

“I am excited to bring this research to life and show how the home is changing.” - Tiffany Buckins, Design Manager, IKEA Australia.

“I get the impression that IKEA wants to expand human consciousness. You and your world, we understand you (and it) well.” – FAZ.

?Tier 3:

“It’s time to redefine our idea of home” – IKEA Research Manager Mikael Ydholm.

“IKEA is just beginning to examine how the results of its new report could influence product development, Mr. Ydholm mused that the company could eventually create product lines for shared spaces like stairwells, communal backyards or shared laundry rooms. 37 % in the survey believe the concept of home goes beyond four walls, 38% consider their neighborhood part of their home.”–WSJ.