THE CHALLENGE

A major international computer brand was preparing to release a new business laptop on the Japanese market. Understanding shifts in Japanese work styles and business culture as well IT procurement related decision making in small to large companies was essential to orchestrate a successful product launch.

THEAPPROACH

The study mapped the evolving workplace dynamics and discussed the role of work laptop in focus group interviews with business executives and IT professionals.The findings from the interviews and an analysis of the sociocultural backdrop were used to spark inspiration in a hands-on ideation workshop with the brand and their advertising agency to draft product concepts. These drafts aligned with the new product’s benefits and the brand’s market aspirations were put through further consumer testing in group discussions to understand the most effective direction for Japan.  

THEOUTCOME

The outcome provided insights on how to address and engage the brand’s target groups in a way that is authentic and considerate of the cultural context in the launch campaign. These contributed to positioning the brand as a thoughtful technology partner in the competitive landscape.

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