1. Data isn’t the destination, it’s the starting line
As Justyna says, “We don’t collect insights; we collect data.” Real insights are what happens after you’ve made sense of the data by exploring, questioning, and connecting to the business. It’s not about fancy graphs. It’s when numbers and stories come together to say something useful that you can actually act on.2. To understand people, sometimes you have to go to the swimming pool with them
Yes, literally. One of our key research approaches involves ethnographic studies, spending a full day in people’s homes to see how they live, eat, clean, relax, and argue over storage space. It’s a powerful way to see what surveys can miss: real habits, unspoken needs, and small everyday frustrations. Because understanding your customer starts by walking in their shoes.3. There’s no one way to research. And that’s a good thing
From massive brand studies in 50+ countries to quick social media scans, our insight toolkit is deliberately varied. Some projects need long-term data collection; others rely on a fast pulse-check from live dashboards. There’s no cookie-cutter approach and the method you choose depends on the question, the audience, and the kind of decision you’re trying to support.4. A good insight should spark action, not just interest
It’s not enough for an insight to be “interesting.” Nils reminds us that the best insights are ones that help people in your business make smarter decisions, whether that’s redesigning a product, rethinking a sales channel, or understanding a trend that might reshape how people live. Insights become powerful when they’re actionable and when they drive change.5. Foresight is just as important as hindsight
Some teams focus on evaluating performance and improving what already exists. Others, like Justyna’s foresight team, scan the horizon for what’s coming next, from global megatrends like urbanisation to shifting cultural habits. This mix of hindsight, insight, and foresight helps IKEA stay relevant today and tomorrow. It’s not just about understanding what people want now, it’s about what they might need five years from now.6. There’s a toolkit for that
Nils and his team design workshops, toolkits and templates to guide other teams, from product development to communications, to do research themselves. Because building a culture of insight means making it easy (and maybe even fun?) for everyone to be curious. And the more co-workers understand our customers, the more human and relevant our decisions become.7. No Budget? No problem. Just talk to people
For social entrepreneurs and small teams, Justyna and Nils have simple advice: start with empathy. Talk to the people you’re trying to help. Watch them interact with your product. Ask open questions. Big budgets are great, but big curiosity can go even further. And remember — insights are everywhere, if you’re listening for them.Final Thought
At IKEA, we don’t chase trends, we follow people. By staying curious, humble, and human-centred, we make sure our solutions actually solve something. Because a better everyday life starts with better understanding.With special thanks to Justyna Baber and Nils Kromhout, who at the time of the interview were Insight Specialist and Insight Competence Specialist at IKEA, respectively.