We decode the new shopper journey for you from A to Z - from the occasion of purchase to payment at the checkout. We have years of experience, exclusive sources and a deep understanding of consumers and retail. And precisely because we have the top tools in shopper research, we don't think in terms of tools, but in terms of questions. Your questions.
Why do shoppers (not) buy our product?
When, where and how can we influence shoppers most effectively?
Which aspects of the new Shopper Journey are crucial for us?
What is the ideal price range for our product?
Whatdo shoppers look for at the shelf? What do they look for in the online shop?
How do consumers like the new packaging?
What shopper attitudes are relevant for our product?
Bonsai decodes the shopper journey in all its facets. It is as individual as consumers experience it: for purchases that have been planned for a long time as well as for spontaneous purchases that are decided within seconds. We use proven survey methods and modern tracking technologies to research how the path-to-purchase changes in corona times. Our studies show which adjustments need to be made in order to reach shoppers more effectively. If you know the path-to-purchase, you can help shoppers navigate and bring products closer to them.
Today, a large part of the shopper journey takes place on the internet - regardless of whether customers buy online or in bricks-and-mortar stores. That's why we measure online usage via the metering platforms of our partner Gapfish and evaluate it with Bonsai expertise*: We recruit target groups via an app and track them over a longer period of time. And in a panel we can even read out retrospectively who was shown which advertisements. This is how online measurement leads to measurable success.
We observe and interview shoppers where they make almost two thirds of their purchasing decisions - directly at the POS. We accompany consumers while they shop and ask them the right questions. We use the technical possibilities to be there at the decisive moments of the shopper journey: video interviews, messenger surveys or mobile eye tracking. When it comes to eye tracking, we work together with Eye Square, one of the pioneers of eye tracking in Germany. Using eye-tracking glasses, we can record and analyse what shoppers look at and how they behave: in the entire supermarket or in front of individual, real shelves - in stationary retail, in the online shop or at the virtual shelf.
Bonsai has access to Payback data. We evaluate who buys which products, when and how often. In the Rewe consumer panel, we analyse buying behaviour according to target groups and ask shoppers specific questions. We look into repeat and switching shoppers, shoppers of your product and customers of the competition. Payback analyses and payback surveys intelligently combined - this is how the advantage programme brings you the greatest benefit.
We link our shopper research with everything we know about retail, people's behaviour and future developments.
with sales figures and test market data
with experimental research from the Bonsai Lab
with our studies on the future of trade
We are experts in teamwork. We cooperate with exciting partners to gain even more interesting insights:
We access a community of 45,000 food pioneers via the online supermarket myEnso and will soon also be able to test the stuff in a new shop in Hamburg.
With Fritz Classen we develop new consumer segmentations
We use various metering panels via Gapfish.
Eye Square is our partner for eye-tracking.
We decode sustainable consumption with CodeCheck, the info app for ingredients.
Contact Bonsai Shopper Research
Jasmin Pampuch
jasmin.pampuch@bonsai-research.com
+49 421 460 22-22
Over 90 percent of online shoppers of OTC/over-the-counter products do not use their websites at all on the path to purchase. But 93 percent of OTC online shoppers use Google on their Path to Purchase (although only 24 percent report this in surveys). The trade press reports on the new meta-study by Bonsai Research on the actual behavior of OTC online shoppers.
It's that time again: The GLORY CASH & PAYMENT REPORT 2022 is online. With exclusive results of a study by Bonsai on current shopping and payment behavior. With trend articles on the future of retail and with many expert contributions on the topic. The report is now available for free download.
How we at Bonsai are decoding the path to purchase anew - online, offline and in between: Insa Weber (Mondelēz International) and Jasmin Pampuch (Bonsai Research) showed this today at ECRlive (GS1 Germany GmbH) in Bremen. The current confectionery study makes it clear that manufacturers should not disregard online influences - even if the majority of purchases in this category are made impulsively in stationary trade.
Jasmin Pampuch, Head of Shopper Research, talks about new, smart research approaches at Shopper Research (Single Source) and about the Bonsai philosophy on research in "real life" in an interview on marktforschung.de.
Bonsai Research presents exciting research approaches in four events at Market Research Week: We decode the Path to Purchase anew and present how we intelligently combine qualitative research and metering. We show what companies gain from researching the context that shapes people in all walks of life and why CX is less about the "right" software and more about the effective use of the "right" data.
Christmas is here again in the food retail sector. Just in time for the start of the season, the large confectionery pilot study will soon be launched with our new panel partner Gemius. We collect and analyse the receipts (shopping behaviour), the online behaviour (tracking data) and the purchase motives (through surveys) of confectionery shoppers. Interested in participating?
Bonsai Research is the exclusive institute partner of the panel provider Gemius from 1.9.2021. This means that media usage and purchase data are collected from one and the same person (single source). All websites visited and the advertising contacts there (including the walled garden) are tracked. Shoppers scan their purchases via the Bonsai app on their smartphone.
How sustainable will the sustainability trend affect the beauty industry? What innovative possibilities can retailers use to offer cosmetics customers new shopping experiences? Why do beauty products need purpose and how important is self-care? At Bonsai@VKE-Campus, cosmetics companies were given new impulses - by Jasmin Pampuch (Bonsai) and Marco Burkhardtsmayer (MuSe).
Bonsai is now also expanding its Shopper Research division. As of today, Martina Heise is strengthening the department as a Client Partner. At the same time, Bonsai colleague Jasmin Pampuch is taking over as head of the department. This means that ad hoc shopper research at Bonsai has a new, powerful duo.
Bonsai is a new supporting member of the VKE cosmetics association, where Jens Krüger was already active as an advisory board member. In a current expert article, the Bonsai-CEO deals with the question of how companies in the beauty segment can successfully react to megatrends such as individualisation, sustainability and ethical consumption.
Time for themselves - "me-time" - was used by women in 2020 primarily to watch favourite series and films, to surf the internet and to shop online. For the next few months, they have resolved to think positively (59 percent) and pay more attention to their own well-being (49 percent), according to the four-country study.
Jens Krüger deals with topics "from real life" for the first time today - and in future regularly - in the column of the same name. Current topic: Karstadt - and the question of what would happen if ... market researchers (and retail experts) were in charge at the department stores' group.
The "Vitalisation of Retail" is a future study with practical utility. In addition to the well-founded analysis, manufacturers and retailers can directly test in the integrated test market which scenarios are particularly promising for them. How you can still participate:
Corona acts as a catalyst for trends in shopping behaviour. CodeCheck and Bonsai show in the latest study with retailers and consumers how COVID-19 changes shopping behaviour in the long term.
What will make online shops successful in the future - e.g. social shopping and new ways to shop sustainably - is shown by Bonsai-CEO Jens Krüger in the current W&V Special Data Economy.
