Because IKEA is fundamentally conce

Because IKEA is fundamentally concerned with serving the requirements of ‘the many people,’ the design process begins with finding out what the consumer wants. IKEA therefore engages in a continual cycle of market research to find out about consumer lifestyles, what benefits consumers are seeking from a range of household furnishings, what consumer perceptions are of existing products and many other things. IKEA has always been conscious of the importance of a detailed analysis of customer needs. For example, because IKEA’s primary market is ‘the many people’ rather than the privileged few, a prime concern of furniture design will be to provide solutions for people who may live in small, compact homes. The form and function of furniture designed by IKEA is thus very much driven by the needs and requirements of consumers.