IKEA

Consumer-Led Growth

We worked with IKEA to develop their Consumer-led Growth workshop, placing the customer journey at its very heart. Teams mapped emotional and behavioural drivers to identify where IKEA could inspire, activate, and re-engage consumers. The outcome was a unified growth framework that links category relevance, brand consideration, and buying behaviour to people’s evolving relationship with life at home.

An isometric illustration of an IKEA store on a smartphone with four people outside, two entering and two walking away.
Two women are standing and discussing a colorful flowchart or diagram on a large whiteboard in a modern office space.
Illustration of a line of people all wearing orange shirts with different states of frustration, anxiety, or exhaustion. Some are carrying luggage, shopping bags, or boxes, while others appear tired or irritated.
A tablet displaying a diagram about growth barriers, with animated icons of people, bricks, and arrows surrounding a central structure, and the text "Every point of the journey could be a barrier for growth."