IKEA – Furnishing the future of single households
A study to improve housing access for vulnerable single-parent families.
The Challenge
IKEA Belgium's "Welcome Home" initiative aims to improve housing access for vulnerable single-parent families through partnerships and advocacy. A representative research was needed to understand the share, living conditions, challenges, and support systems for single-parent families in Belgium, helping to refine IKEA's social impact strategy.
Our Story
Haystack conducted workshops and stakeholder interviews to align perspectives with IKEA and NGOs working with single-parent households. After gaining a clearer understanding of the situation, a quantitative online survey was launched. The questionnaire incorporated INCA, a conversational AI tool, to gather qualitative feedback from single parents within a quantitative framework.
Our Shared Success
With this study we were able to size the share of single parent families in Belgium, but also to deepdive on their current situation. With this information, IKEA could reach the press by putting the topic on the agenda before the upcoming national and regional elections in Belgium. The results were picked up by radio stations and news sites.
Reach out to our expert on the matter
Related Projects
Treasure Hunt
Our game challenges teams to look further, dig deeper, and be creative.
Online beverage consumption tracker
Helping companies unveil their blind spots. A case on understanding away-from-home beverage consumption.
From MVP to sensory congruent energy drink
Defining sensory attributes, using competitors as stimuli, and developing and optimizing the concept, pack designs, and recipes to launch Heineken's entrance to the market of energy drinks.