E T H N O G RA P H I C R E S E A RC H

IKEA TO GO

METHODOLOGY

• Walk around

• Photo’s

• Interview

IKEA

• Communication

• Interior

• Service

CUSTOMER PROFILE

• Type of people

• Male vs. female

CUSTOMER BEHAVIOR

• Day-out

• Shopping vs pleasure

IKEA TO GO?

• Strong points of normal Ikea

• Opportunities Ikea to go

• Hema to go?