Our Little Survey did everything differently to how market research normally works: it was lovingly designed, with entertaining questions and plenty of playful elements. So it was a survey everyone was happy to participate in – mum, dad, granny, grandpa and, of course, the kids. A survey that looks nothing like how surveys normally look.

A microsite welcomes visitors with colourful, hand-drawn illustrations and funny animations. Step by step, the visitors are led through an entertaining questionnaire. Our way of saying thanks? Individualised pictures illustrating the respondents’ own answers. A campaign by people for people was born.

More than 33,000 people took part, thus giving us important insights for our planned advertising campaign across all channels. The individualised collages given to respondents to say thanks generated additional traffic to our site. The most original posts, which we designed using actual quotes from users’ answers, attracted thousands of likes and were shared just as often.

The end result was a complete campaign from A to Z. All it did was ask in an especially nice way what could make people’s homes even nicer. And this all happened while individuals had a highly personal, inspiring experience with IKEA.

IKEA develops real solutions for home living. This is only possible because IKEA is closer to individuals. Unlike other furniture suppliers, IKEA constantly thinks about what could make people’s everyday lives at home even nicer. We wanted the year’s new campaign to reflect this attitude.

Getting close to people is easiest if you have an open dialogue with them – by politely asking what they really need and then, most importantly, listening properly. That’s why the core of our campaign was a survey: our Little Survey.