Bonsai stands for media, consumer and advertising impact research, for original data sources and sophisticated data analyses. We not only find out for you what works best in communication and at the POS, but also why (or why not).
How and to what extent does communication influence the purchase decision and the path to it? These are the two core questions that Bonsai Media & Analytics answers. We combine reach and media usage results with consumption and sales data – you can't get any closer to ROI. An overview of the Bonsai Media & Analytics universe:
Whether print, radio, TV and online or social media: We show what media really do for the advertised products and services. How well does the advertising pay off for the brand? On awareness, image or willingness to buy? We access real sales data from retailers and pharmacies (Bonsai test market) and link them to media studies. Smart Deep Dives - qualitative interviews for an even better understanding of the advertising impact - round off our offer (Bonsai Lab).
We investigate usage, reach and target groups (B2C and B2B) for media companies and marketers. With established and/or innovative methods, we uncover connections between media use and consumer behaviour. With our insights, media become better - not only for users, but also for advertisers.
Based on our test market history, efficiency analyses were already a matter of course for Bonsai when people still preferred to talk about return on investment rather than ROI. Today it is more important than ever for companies to know exactly which marketing investments achieve the greatest effects in the short and medium term. While in the past it was mainly new measures or individual areas that were subjected to an ROI check, now it is often complete campaigns.
As market researchers, we collect data. As analysts, we link it meaningfully (for example with company data) and process it. Several years ago, rather by chance but with compelling logic, this developed into another business area of Bonsai : We sift through and analyse the results and findings hidden in a company's databases. We establish connections, add content and prepare data in such a way that it offers real value - be it as a reporting or controlling tool, be it for marketing, sales or the board of directors.
Modelling is used to determine the influence of several factors on sales. The basis is sales, market and media usage data, test market results, competitive analyses and much more. We can answer the following questions - and many more - with concrete and robust facts: How does advertising impact build up (and dissipate)? What effects do different PoS measures, prices and promotions achieve? What influence do the advertising activities of competitors have? What would be the effect of an optimised media mix? And if you want to talk to us about the weather: How do seasonal effects, sunshine or heavy rain affect the ROI?
The pharmaceutical market is changing rapidly, as are the areas of food supplements and cosmetics. The growth of mail-order pharmacies is contrasted by a consolidation of stationary pharmacies. In view of these challenges, almost all large pharmaceutical manufacturers use the special research and analytics services of Bonsai. Central here is the Bonsai panel with 2,400 pharmacies, which can be used to analyse survey data and sales figures from the merchandise management system. These findings are often combined with store checks and consultation tests.
You want to know more?
Dirk Hamann
dirk.hamann@bonsai-research.com
+49 421 46022-21
Michael Voß
michael.voss@bonsai-research.com
+49 421 460 22-39
More than two thirds of exhibiting companies (71%) will keep their trade fair participation constant. Around 43 percent of companies are planning to increase their trade fair budgets. These are just two of the results of the AUMA Exhibitor Outlook 2024/25, in which we were able to show - once again - that special target groups are a specialty of Bonsai .
How we at Bonsai Research work with artificial intelligence (AI) and what added value it brings to companies. We will show you - as always pragmatically and concisely - in this 30-minute webinar.
Meßmer Cold Tea stands for ice-cold tea enjoyment. To draw attention to its product range, Meßmer used an online audio campaign in selected test regions for the first time. The SalesLift analysis that Bonsai carried out for RMS shows how successful online audio was: Sales of the entire product range increased by 22 percent over the four-week campaign period.
"Innovate yourselves!" is the title of the new Bonsai Sales magazine: gesund.de and NOVENTI have already done it: from pharmacy service provider to 360° healthcare provider: How the two companies are driving the topic of e-health - the comprehensive digitization of the healthcare market. An interview.
With Bettina Mertens-Danowski as Head of Bonsai Health, Bonsai is further strengthening its expertise in the pharmaceutical and healthcare market - and is now officially launching its new unit Bonsai Health. The new unit combines our pharmacy panel and sales data (which we can access through our partner NOVENTI) with qualitative research on health brands and topics. How the research, marketing and pharma trade press commented on this news ...
In the current audio effect case study, audio marketer RMS shows how audio advertising makes people want to buy the products of the organic headquarters. First highlight of the study conducted by Bonsai Research: The brand awareness of Bio-Zentrale more than tripled through audio contact. The willingness to buy also increased significantly.
Successful presentation: For six days, Klosterfrau presented its herbal cough remedy Bronchicum® Elixir in the regional daily newspapers of the marketer Score Media. Bonsai Research tested the effect of the media deployment. In the test markets, sales increased by 25 percent compared to the control markets during the newspaper campaign.
The audio marketer RMS shows in a current case study how audio advertising makes people want to buy Jever Fun. Highlight of the Bonsai study: the willingness to buy Jever Fun "soon" increased significantly among the listeners of the commercial. In mixed contacts (audio and moving image as well as online), the respondents' willingness to buy tripled.
BiFi and RMS wanted to know: What is the impact of a brand-building radio spot - without any price discount or promotion? One result from the Bonsai test market NRW: sales of BiFi Roll increased by 16 per cent as a result of the campaign. The increase in sales was particularly high at petrol stations, the location of one of the tested spots.
Bonsai expands media and advertising impact research..: Michael Voß started work today at the market research specialist Bonsai . As a Client Partner, he strengthens the Media & Analytics division. Michael Voß was previously at Kantar, where as Associate Director Media Research he managed projects for media marketers in particular.
