Manufacturer of Cleaning Equipment and Systems
Localizing Innovation to Win in Japan
Overview
A leading German manufacturer of household cleaning devices set out to increase their chances of success in Japan’s highly competitive market by creating products rooted in local consumer needs. Recognizing that simply adapting existing global products would not be enough, the HQ in Germany launched a Japan-focused innovation lab to shape entirely new ideas tailored to Japanese lifestyles.
Our mission was to guide the client through this innovation journey, building deep cultural understanding, uncovering unmet needs, and translating these into future-ready product opportunities.
We began by immersing ourselves in Japanese homes to reveal the routines, challenges, and emotional drivers behind cleaning behaviour. These insights shaped a set of opportunity themes, which were explored in co-creative ideation workshops with international and local teams. Finally, we tested promising concepts with Japanese consumers to refine their appeal and fit, laying the groundwork for new product development designed specifically for the Japanese market.
Results
The project equipped the client with a clear innovation roadmap for Japan, aligning global ambitions with local consumer expectations. It created strong momentum between international and local teams, sparked fresh product thinking, and led to five promising innovation concepts—two of which advanced into prototype development for future market introduction.
“
"The entire research, in-home interviews as well as the Ideation Workshop, was very well organized. The moderator was extremely engaged and the whole team worked on a very high and professional level. The report is one of the best deliverables I have ever received by an agency. Thank you all! Please keep going like that." – Marketing & Brand Manager, Manufacturer of Cleaning Equipment and Systems
Related Stories:
