En undersökning åt IKEA om ungdomars syn på inredning och design

Sammanfattning: The purpose is to improve IKEA´s understanding of how their target group of 12 to 18 years old boys and girls thinks when they visit the showrooms in the department stores. What make them enter the showrooms? Is it the colours, the furniture or the whole concept? How are they inspired to furnish their own room? Do they get ideas from the showrooms or are they looking for a specific furniture? These types of questions have increased young people´s interest for design and decoration over the last decade. It transpires with help from an article written by Vittorio Girotto and Michel Gonzalez how children are influenced in an early age by their own temperament and their natural surroundings. Children reasons and acts according to what they believe adults would have done in a similar situation.The methods that have been used during this project are interviews, surveys, observations, hypothetical persona, persona and ABL (IKEA´s own method). ABL in English stands for “Activity”, “Need” and “Solution”. With help from these methods and articles shows that it is the parents who have the greatest influence on children and youths how they choose to furnish and decorate their room. In the result of this report it is shown what youths think of the existing showrooms and even suggestions how the target group could interact with the showrooms. Suggestion for a “Theme” have been created with help from persona models, observations and interviews based on the target groups own answers. Here you can read what youths think of the existing showrooms, what is missing and what can be improved.