The Bonsai Lab is the creative space where we try out new things. We think outside the box and in cooperation to develop innovative research approaches. Our methods are diverse - just like the tasks of our clients. But at the core, everything revolves around a deeper understanding of consumers and their behaviour.
Our portfolio is diverse and agile - we are always on the lookout for new methodological, technical or content-related approaches that bring us even closer to consumers. We particularly enjoy cooperating with other companies that offer innovative approaches. We want to be pioneers in methodological development without giving up our basis, the deep, holistic understanding of people.
We explain the "why? We gain a deep understanding of the consumer and translate it into marketing-relevant insights.
The deep immersion into different life worlds is what makes up our field of research. Since consumers often don't say what they mean - and vice versa - understanding the context, the socio-cultural construct that shapes people, is as much a part of it in our eyes as explicit and implicit questioning and observation.
Group discussions or in-depth interviews - on & offline; diaries, communities and workshops are among the basics that we often enrich with ethnographic elements.
For example, we conduct interviews at home - at the respondents' homes - and enrich the insights with photos. Or we use a digital "homework assignment" as preparation for the group discussions and ask the participants to introduce themselves in a short video sequence.
A lab without research and experimentation would be like brainstorming without brainstorming. We think outside the box and develop creative, customized approaches for you. We use modern technology and interview unusual target groups.
We experiment with the latest, technical solutions: implicit, AI-powered, crowd-based, in VR/AR workshop rooms or the Metaverse. If it helps answer the client's question, we include it in the portfolio.
We develop innovations together with consumers, customers and other stakeholders: from the initial idea to market maturity. We combine the design thinking process with agile feedback from consumers, semiotic analyses and social media data - and thus bring amazing, innovative ideas to light.
For example, the new online supermarket myEnso: In this community we research - and find creative consumers for new co-creation workshops. More about the cooperation with myEnso.
Semiotics is the study of signs. We decipher the signs of the times. In this way, we support companies in finding the visual language and tonality that resonate with their target group.
We examine the social context and cultural discourse that influences consumer preferences and choices. And we identify the social codes that can be used to translate messages in a contemporary way.
We keep our finger on the pulse with Social Media Listening (SML). The Values Index, Germany's largest social media study on the subject, monitors digital buzz and maps values and their changes over time. By continuously monitoring social media, we can offer companies up-to-date and industry-specific evaluations.
We build on the basic research that we offer with the values index with qualitative studies in the Bonsai Lab - often in a team with our foresight unit Bonsai Future, where we have based the values index.
We conduct so many future and trend studies that we founded Bonsai Future as a separate unit in 2024. But of course we at Bonsai Lab are also involved in foresight research with our qualitative expertise.
Interlocking is our guiding principle - and that is why "we" are not just "we", but always teams of researchers, consumers, trade and industry. Real teamwork, in other words.
We are good listeners: both to our clients in order to develop customized solutions for business issues. As well as with consumers, whose behavior we observe and explore in real life.
Trying things out, daring to try new things, exploring technical possibilities - that's in our DNA. We love unusual requests, new formats and clients for whom we can develop creative, customized approaches.
To the Bonsai Lab team
Alexandra von Cukrowicz
alexandra.voncukrowicz@bonsai-research.com
+ 49 171 7411992
The Bonsai Lab team at YouTube -
an unusually "animalistic" performance.
People make brands! In the DACHvibes podcast, Alexandra von Cukrowiz, Head of Bonsai Lab, shows how Bonsai helps companies to truly align their products and marketing strategies with the needs of consumers. Above all, the expert discussion is about innovation development with the help of co-creation.
"Decoding target groups" is the cover topic of the current issue of "markenartikel". In the magazine for brand management, four target group experts from market research share their expertise on the topic, including Ina Komischke, Client Partner at Bonsai Research. "GenZ wants to be able to make decisions quickly and satisfactorily and therefore prefers direct and uncomplicated communication. Older generations appreciate more detailed information and have more patience for more complex messages," says Ina Komischke: "In our qualitative studies, we see time and again that GenZ questions its brand and consumer decisions more closely.
The path from our co-creation workshops to advertising or the supermarket counter is rarely as short as it is now with iglo and Rügenwalder Mühle. And even more rarely do we report on such cases. That's because we usually work for our customers in the background - and stay that way.
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.
