Case Study: IKEA improves renewable energy concept testing with Neurons

Testing concept responses for new strategic products

IKEA worked with Neurons as it expanded into the renewable energy market and needed to understand how different customer segments would respond to new product types and how those offers should be communicated. The challenge was to reduce the risk of launching an unfamiliar product line by learning whether the concepts felt relevant, understandable, and appealing in different markets.

Neurons used its NeuroPrototyping approach, combining consumer neuroscience methods such as eye-tracking and brain monitoring to test IKEA’s renewable energy concepts in the Netherlands and Poland. The study found clear differences between conscious and subconscious responses, with strong market-specific winners and important effects from titles and visual reasoning paths, helping IKEA refine its naming and communication strategy for each country.

IKEA