The challenge: How do we convince people who have fallen out of love with IKEA to return?
The solution: Online and then face to face sessions colliding loyalists with lapsed users in ‘conflict then collaborate’ sessions. A great way to create debate and understand effective lines of argument. Loyalists pitched IKEA to lapsed users to see which lines of argument proved most able to shift them.
The outcome: A robust understanding of the issues for lapsing that can be addressed, and effective lines of argument that open people up to re-engaging…leading to clear and inspiring communication briefs for growth.