Case Study: Shark gains Japan market insights with The Division

Shark validates new product concepts in 3-day Tokyo research with The Division

The Division was engaged by Shark, a company preparing to launch a new product in Japan, to test its product propositions with Japanese consumers. The challenge was to understand the local market and how the product would be used and positioned to avoid potential failure.

The Division conducted in-home user research interviews in Tokyo over three days, entirely in Japanese. After synthesizing the findings, they delivered an executive summary that highlighted the good and bad of the concepts and pointed to market opportunities. The outcome fundamentally changed Shark's perception of the Japanese consumer and how the product would be used. The Division's work was deemed critical, as it was stated that without implementing their advice, the product would have failed in Japan.

Shark