When does research become marketing and marketing provide real valuable parental help all delivered by a furniture megastore?

I have to love the fact that IKEA tell us that 73% of kids prefer to play with their Mum and Dad versus 11% who’d rather watch TV and 14% who’d rather play on the Internet. Ignoring the fact that the internet out does TV and ignoring the fact that another insight was that we spend 45% more time with our kids today then we did in 1975 despite popular belief, the fact that a retailer stands up and commissions this type of research is genius.

We’ll talk about this research, we’ll even act on it and we’ll repeat it more times than we would any ad they could have made. So is research, and social based research, the new marketing tool? Thank you IKEA for doing something cool, useful and viral all at the same time. It made our Insights guy proud to be an Insights guy. Check it out here – facebook.com/playreport