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 decide how marketable and saleable the product was? Focus groups be damned, because there's Ikea. An Upwell employee dressed up as an Ikea employee, then packaged the product to make it look like it belonged in Ikea -- tweaking it's moniker, even, by adding an umlaut. Then, they sat back, and saw what happened.