Greenbook Podcast

Exploring the future of market research and consumer insights

Author: Greenbook

Immerse yourself in the evolving world of market research, insights and analytics, as hosts Lenny Murphy and Karen Lynch explore factors impacting our industry with some of its most innovative, influential practitioners. Spend less than an hour weekly exploring the latest technologies, methodologies, strategies, and emerging ideas with Greenbook, your guide to the future of insights.
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Language: en

Genres: Business, Careers, Marketing

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150 - What Makes IKEA’s Insights Team a Strategic Powerhouse?
Episode 150
Monday, 7 July, 2025

In this episode of the Greenbook Podcast, host Karen Lynch speaks with Joel Renkema, Global Head of Insights at Inter IKEA Group. From foundational lessons at Procter & Gamble to shaping strategy at one of the world’s most iconic retail brands, Joel shares how IKEA integrates insights across its entire value chain—from supply and logistics to retail and communication. The conversation covers the power of ethnographic research, IKEA’s unique approach to segmentation and innovation, and how foresight planning informs sustainable, long-term strategies. Joel also discusses how empathy, immersion, and activation are essential for future-proofing insights teams and keeping research human in an AI-driven world.Key Discussion Points:Joel’s career journey from P&G to Inter IKEA and what he learned at each stopHow IKEA uses ethnographic research and employee-led home visits to fuel innovationA reframing of segmentation—designing for life stages and universal needs rather than narrow targetsThe strategic role of foresight in planning for climate, mobility, and urbanizationWhy empathy and business immersion matter more than perfect data in impactful insights workResources & Links:Inter IKEA GroupIKEA Life at Home ReportYou can reach out to Joel Renkema on LinkedIn.Many thanks to Joel Renkema for being our guest. Thanks also to our production team and our editor at Big Bad Audio.