In this episode, Gordon Euchler sits down with Alexander Shmelkov, Director of Consumer & Brand Insight at IKEA, to talk about what it really takes to evolve a global brand tracker.

Alex shares his journey from economic sociology and GfK to the client side, and offers a behind-the-scenes look at leading large-scale change in a values-driven, consensus-oriented organization. The conversation covers brand tracking transformation, change management, IKEA’s culture, and what excites Alex about the future of marketing in an increasingly complex world.

Tune in to get first-hand insights  of one of our most beloved brand!