STRAT7+ is a global marketing and customer analytics consultancy specializing in customer-centric business growth and transformation.

In order to gain insights about customer preferences and market trends in the Chinese market for its Client – Swedish furniture and home appliances brand IKEA – they reached out to Empress Consulting for local expertise and execution of project.

During the projects, Empress Consulting has performed explorative interview research for STRAT7+/IKEA in the Chinese market which included:

• Recruiting of respondents based on specific customer segments

• Conduction and recording of interviews

• Transcription

• Compilation and delivery of key findings to Client

• Project Management

The project resulted in valuable market insights for the Client and a guidance for its product development and communication strategy in the Chinese market.