Case StudyStream Team: Conducting Secondary Generative Research - Setting Up Discovery for Success with Secondary Research
IKEA, a global leader in home furnishings, faced the challenge of efficiently gathering and utilizing insights to drive product development and innovation. Traditional discovery processes, heavily reliant on primary research, were time-consuming and resource-intensive. To complement primary research and streamline their discovery process, IKEA needed a robust approach to integrating secondary research, ensuring they could quickly and effectively gather valuable insights from existing data sources.
The Solution
Led by Vanessa Ko, Principal UX Researcher, IKEA implemented a comprehensive strategy to incorporate secondary research into their discovery process. This approach focused on several key components:
- Comprehensive Data Collection: IKEA identified and compiled a wide array of secondary sources, including industry reports, academic studies, market analyses, and customer feedback data.
- Systematic Analysis and Synthesis: The team employed systematic methods to analyze and synthesize secondary research data, extracting relevant insights that could inform discovery activities.
- Integration with Primary Research: Secondary research was used to complement and guide primary research efforts, ensuring a more comprehensive understanding of user needs and market trends.
- Cross-Functional Collaboration: Collaboration across various teams, including product development, design, marketing, and customer service, ensured that secondary research insights were effectively utilized throughout the discovery process.
- Iterative Learning and Adaptation: The discovery process was designed to be iterative, with ongoing learning and adaptation based on insights gathered from both secondary and primary research.
- Documentation and Knowledge Sharing: Key findings from secondary research were documented and shared across the organization through reports, workshops, and collaborative platforms to ensure widespread access to valuable insights.
Outcomes achieved
Implementing secondary research as a core component of IKEA's discovery process led to several significant outcomes:
- Enhanced Insight Gathering: The integration of secondary research allowed IKEA to quickly gather a wealth of insights from existing data sources, accelerating the discovery process and reducing the time required for primary research.
- Informed Decision-Making: Secondary research provided valuable context and background information, enabling more informed and strategic decision-making throughout the product development lifecycle.
- Resource Efficiency: Leveraging secondary data optimized research efforts, allowing the team to focus primary research on areas where it would have the most impact, thereby improving resource allocation.
- Holistic Understanding: Combining secondary and primary research provided a more holistic understanding of user needs, market dynamics, and emerging trends, leading to more well-rounded and effective discovery outcomes.
- Cross-Functional Alignment: The collaborative approach to integrating secondary research fostered better alignment and communication across different teams, ensuring that insights were effectively leveraged to drive product development and innovation.
- Continuous Improvement: The iterative nature of the discovery process, supported by ongoing secondary research, enabled continuous improvement and adaptation, helping IKEA stay responsive to changing market conditions and customer preferences.
