Understand your customer: six years
It took Ikea six years from the idea to the opening of the company’s first store in South Korea, that would offer up some clues. Six years of research in order to understand the country s unique culture and the worldviews of the prospective customers they were building the store for so that they could tell a story that resonated. There’s a reason the Ikea catalogue comes in sixty-seven versions and thirty—two languages: the company knows that their products are worthless if they don’t ?t the context in which customers will use them. As the Ikea website says: ‘At home’ isn’t just a place. 1:3 a feeling. Like being in the most comfortable space in the universe. So for us, understanding peoples life at home is the most natural place to start. Every year, we visit homes all around the world to find out what people dream about. We then pair their needs with the abilities of our suppliers to create new solutions that, hopefully, will make everyday life a little better.