Customers inside Ikea

Uncovering insight in the sofa bed market

Almost everyone knows IKEA, famous for their easy-to-assemble furniture and colourful home furnishings. We worked with IKEA’s design team on a project to uncover insights into the sofa bed market.

IKEA wanted to know: how do three global markets have different needs? and how do you create consumer value tailored to specific regions? To understand the market further, we took an exploratory approach.

co creating with end-users

Co-creating with sofa bed users

We spent time with people in stores and in their homes. This gave us a unique perspective on what was truly important to users. We translated these insights into innovation platforms and features, giving IKEA a foundation to work from. IKEA’s design team could then continue developing products, providing even more comfort and convenience for users.