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Privacy policy - Quality Observer

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Each day we work to improve the daily lives of as many people as possible, not just through our products and collections, but also through our services. In some instances this requires us to obtain information. We don’t gather information just for the sake of it. At the end of the day, this is about your privacy and in our opinion it is something that we need to be absolutely clear about.

Quality Observer

We at IKEA are always on the lookout for ways of improving our customers’ shopping experience. We use market research bureau Kantar TNS (formerly TNS NIPO) to assess the quality of IKEA by means of the Quality Observer questionnaire.

On arrival at an IKEA store, you may receive an e-mail from Kantar TNS asking you to take part, if you have previously indicated a willingness to participate in Kantar TNS market research. This is only possible if the location details are entered into your mobile phone. Whilst you are walking through the KEA store you can answer questions regarding, for example, your shopping experience, waiting times and your contact with staff. When you are answering you can also upload photos. The results of the questionnaire cannot be traced back to individual customers. Customers not wishing to receive any more messages for the Quality Observer market research can unsubscribe at any time via

Like to know more?

If you would like to learn more about where your data is stored, for example, or who you should contact change that data, then read on.

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