Indie design studio Upwell had a smart product -- Walhub, a switch cover that doubled up as a storage for keys, mail, umbrellas or scarves. But how could they test how marketable and saleable the product was? Focus groups be damned, because there's Ikea.
An Upwell employee dressed up as an Ikea employee, packaged the product to look like it belonged in the store -- even tweaking its moniker by adding an umlaut. Then they sat back and saw what happened.