Bonsai Public
Understanding people.
Shaping society.
Now more than ever.
“Today,peoplejudge companies by their social return. Social engagement isn’t just for a good cause—it also pays off financially.”
Jan Borcherding, Head of Bonsai Public
Today, companies and organizations are judged not only by their performance, but also by their values. We identify the social trends shaping your environment, the values that motivate people, and how you can respond to them in a credible way. To do this, we combine traditional social research with AI-driven methods. Our work focuses on two areas: research for nonprofit organizations and studies on communication and CSR.
Seeing.
We monitor social trends and highlight what they mean for your market: early on, based on data, and with reliable forecasts.
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Understanding.
Our interdisciplinary team, drawing on sociology, semiotics, psychology, and education, analyzes data and explains why people think and act the way they do.
Make.
We turn insights into decisions. Through established studies, new methods, and workshops, we guide companies and organizations toward the future of consumption, work, and life.
What we offer.
Content studies
We provide you with relevant content for your corporate communications: CSR studies with substance - both in terms of content and methodology - that you can use to set topics in the public eye.
Current examples are: The Deutsche Bank Standard of Living Index (reported on in Frankfurter Allgemeine and Saarbrücker Zeitung, among others), the Autarq Energy Transition Report (in Stern, among others) or the GLORY Payment Report (in Cash, among others).
Market understanding studies
Social change also alters facts and contexts that were previously believed to be immovable. In order to obtain an initial - or even continuous - orientation in a market or topic, studies on market understanding are the necessary basis. We go beyond bold and simple PR studies that believe they can explain the world with a simple question: established socio-demographic structural questions are complemented by carefully formulated usage, opinion and attitude questions. Our dashboards allow you to explore the data yourself and provide far deeper insights than pure Excel or PowerPoint files. Our best-known market understanding study is the German Donation Monitor, which we conduct for the German Fundraising Association (Deutscher Fundraising Verband e.V.). In addition to a publicly available donation statistics section, it provides NGOs with deep insights into their own brand perception and donor base.
Creativity as a success factor
Why do we cite the study Success Factor Creativity as an example here? Because the title was simply too tempting. Because we see creativity as one of our success factors: recognizing trends and topics, thinking them through and researching what is really going on. Above all, however, we answer the question of how these findings can be used.
And what can we learn from the study with the beautiful title Success Factor Creativity? First of all: creative companies are demonstrably more successful! But what do these companies do differently from others? We show you the "creative" potential for your company, your association, your initiative - from personnel management, innovation and organizational development to communication.
Value index
The Values Index has been published since 2009 and is the largest social media study on changing values in the German-speaking world (more than 12 million posts were analyzed with the help of AI for the current edition). What does it mean for politics, institutions and companies when values such as freedom and family, health and justice, simplicity and honesty gain or lose importance? Or when these values are redefined by people? At the moment, it requires one thing above all: taking a stand!
We are offering the “Values Index Update 1/2025 – Psychorealität,” which includes examples of companies that have successfully anticipated shifting values, as a free download . And we’d be happy to provide you with personalized advice.
Your contact to Bonsai Public
Jan Borcherding
Head of Bonsai Public
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