What are the various user groups available for product testing? 

What are the various user groups available for product testing? 

Will one of these groups be more relevant for Ikea than others?

Please justify with elements from the case. Indicate and describe the various types of demand sought based on the different levels of product newness. Based on these types, which one is more prominent to Ikea build its brand equity. Explain and justify the importance of brand equity.