Innovation strategies and brand management 2024 - Bonsai shows which factors are really relevant for your company, products or services. We don't explain the world, we find the path that moves companies and brands forward in current and new categories.
Growing competitive pressure? Hyper-individualisation, hundreds of touchpoints and the problem of having to position each product with the appropriate purpose? These few buzzwords alone show: There can be no simple one-size-fits-all solutions for the complex challenges that companies face today.
But how does the navigation system work with which Bonsai guides companies to the right strategic decisions for them - and brings them closer to their goals? Every product, every brand, every service - B2C or B2B - fulfills emotional, functional and social needs of their (potential) customers. We measure and locate where your offerings stand in the markets and find out in which direction they can best develop.
Bonsai combines the subjectively reported reality of people with hard observational data on the customer journey and real market success by sales and revenue. We are experts in the implicit action drivers of human behavior - and the explicit rationalization strategies. We show you innovation potentials and accompany you on the way to tap them.
Forecasting & Concept research from Bonsai creates the secure basis for your innovation. In the early ideation phase (here we work closely with the Bonsai Lab) we help fill your innovation pipeline. We support you in transforming initial ideas into concepts and testing them for their potential market success. We combine concept research with concrete projections in volumes (tonnages and / or euros). Here we are real specialists, especially when it comes to volume forcasting, especially in the OTC/pharma market (Bonsai Health). Who would like to go even further with us: We can put the finishing touches to the almost finished product in the real or virtual test market.
Growth Potential Studies from Bonsai are the successful basis for strategic marketing at home and abroad. Get to know your playing field better with us, expand it and find the most promising strategies. Not through the umpteenth Usage&Attitude study, whose banal segmentations offer little meaningful information next to many impressively colorful charts. But through research that really gets you ahead. From A (identifying attractive and sustainable growth areas) to Z (quantifying target groups and addressing them in a tailored manner). Reliable, practical, actionable.
Strategic price research is one of the focal points of Bonsai Research. Because this is what ultimately counts: the optimal price and thus the profitability of your products or services. Our dynamic modeling approach takes into account cognitive and emotional influences of the price decision and the positioning of the brand as well as the competitive environment. We find the right price and enable active (instead of reactive) price management.
Our Brand Strategy Portfolio offers a comprehensive range of brand research tools that are tailored to the unique needs of each organization. We work closely with you to develop a customized brand strategy that clearly communicates your message and builds an emotional connection with your customers. The Bonsai claim "See. Understand. Do.", also applies here:
We analyze their position and their positioning. We show how consumers experience their brand - consciously and unconsciously - in the competitive environment.
We have a deep understanding of people's behavioral needs related to categories. And we analyze the social and cultural context in which brands operate. Be it ad hoc or based on existing studies - such as the Values Index.
We support you in the development or optimization of a strong brand architecture, the design of brand communication and brand management - all the way to evaluation.
We combine implicit and explicit methods, adapted to the respective issue. This is the only way to create a holistic understanding of consumer behavior and thus the prerequisite for the development of targeted marketing strategies. Our most important tools are
We record the brand core and the brand codes, the 'mental' availability as well as the implicit and explicit representation of the brand personality. This is based on qualitative research using projective techniques, semiotics, the recording of the cultural context or reaction time measurements (iCode).
With Bonsai BrandMap, we capture the strategic brand positioning in the competitive environment - and thus reveal potential. This is based on the qualitative-psychological understanding of the category and the quantitative recording of the brand personality on the basis of projective-implicit techniques.
With the Bonsai BrandMonitor, we offer continuous monitoring of brand strength and brand personality. The quantitative brand tracking is based on validated scoring systems and state-of-the-art analytics and is supplemented by qualitative factors where necessary.
Would you like to know more?
Prof. Dirk Frank
dirk.frank@bonsai-research.com
+49 1715205067
Bonsai Research gets top reinforcement: Dr. Anke Möser now supports the team of Bonsai Strategy. With her industry and methodological expertise, Dr. Anke Möser will be looking after clients from the pharmaceutical and healthcare sectors in particular. Healthcare Marketing and planning & analysis report on the appointment.
We launched bonsAI, the first AI marketing tool that accesses the real behavioral data of 20 million online users worldwide. By analyzing online behavioral data, bonsAI creates detailed target group profiles and transforms this data into actionable insights using Knowledge Graphs and Large Language Models (LLMs). bonsAI makes concrete suggestions for channels, content and even for visuals and the language style of campaigns. Jasmin Pampuch, Head of Bonsai Shopper, showed how this works at the launch event last Friday. Her presentation is now available in a short and concise 20-minute video on our YouTube channel.
In his column on marktforschung.de, Bonsai CEO Jens Krüger warns against oversleeping the topic of AI - and is not sparing in his criticism of the industry: "We are seeing how rapidly AI applications are learning on a daily, even hourly basis. We can already hold conversations with virtual avatars and use them to predict purchasing behavior. Yes, not perfect yet, but let's see what it looks like next week ...
In the new webinar series "Better Brands by Bonsai" - we show you what brand research can do for you today. The third part today is about Bonsai BrandMonitor, the brand success monitor.
In the new webinar series "Better Brands by Bonsai" - we show you what brand research can do for you today. The second part today is about: Bonsai BrandMap - Growth needs potential
Our experts Alexandra von Cukrowicz and Thomas Hoch present here how strategic brand positioning in a competitive environment reveals new potential for brands.
The preliminary coverage of the largest social media study on changing values was enormous: daily newspapers, the trade press and several news portals reported on the Value Index 2024/1: how society is drifting apart and the tone in social media is becoming harsher. On January 17 at 11 a.m., we will show what companies and institutions can learn from the results of the value index from Bonsai and Trendbüro. We cordially invite you to attend the presentation in person in Hamburg or online:
In the new webinar series "Better Brands by Bonsai" - we show you what brand research can achieve today. The first part today is about: Bonsai BrandCore - Strong brands for heart and mind. Prof. Dirk Frank, Head of Bonsai Strategy, presented how we capture the brand core and the brand codes - as well as the 'mental' availability and the implicit and explicit representation of the brand personality. And how all this helps your brand. Where you can register for the next webinars ....
This is how innovation research works today: from the first idea to the finished product or service in the market. From the first idea to the finished product or service on the market. Our colleagues take you on our Innovation Journey. Today, Stefan Feldmeier and Prof. Dirk Frank show how to make early potential estimates and new, real and virtual test market formats even for completely new products and categories in the context of growth potential studies.
Price, packaging and concept research. How such tests work, among other things with the help of the Bonsai benchmark database, was the topic of today's second webinar on the Innovation Journey from Bonsai Research. Margareta Koch and Evelyn Kiepfer from the Bonsai Strategy Team led through the session. For all those who missed it: We have of course recorded it for you (see below).
... and make ideation processes more efficient with AI. That was the topic of today's first Innovation Journey webinar from Bonsai Research. For all those who missed it: We recorded it for you, of course. And we cordially invite you to join us live at the other events.
Introducing the new Bonsai Innovation Journey: From the first idea to the finished product in the market. On three dates - each in 30 to 35 minutes crisply to the point - our colleagues will take you on our Innovation Journey. Let us inspire you ...
... was not only the motto of this year's German Marketing Day (DMT), but would also have been the appropriate headline for the event there on the topic of market research. Official title: "The new role of market research - why marketers should have us on their radar" - with Eva D. Bock (September), Jason Modemann (Mawave), Dr. Kai Hudetz ECC NEXT) and Jens Krüger (Bonsai Research).
This year's Insights Congress of planning & analysis had around 200 industry participants. Together with Dr. Christiane Quaas from Weleda, Prof. Dirk Frank from Bonsai presented the Best Case Weleda: A lesson from the marketing textbook: How large are the target groups we can really reach, and are we making sufficient use of the growth opportunities? What role do segmentations and the consumer journey play?
1,000 respondents are representative. Or is it better to have 2,000? If even renowned journalists like Markus Lanz spread misinformation about market research on television, how is it supposed to be properly understood by the general population? In his new column, Jens Krüger asks how the market research industry should deal with the obvious lack of understanding of the concept of representativeness.
Protected word-picture marks, algorithms, calculations and indices, the composition of which is known only to the institute. Is this kind of demarcation still in keeping with the times? Or isn't there a lot to be said for looking at one's cards? Bonsai-In his column on marktforschung.de, CEO Jens Krüger argues for more openness and transparency and explains why the methodical back room in market research has had its day.
Bonsai Research continues to grow: We take over proven methods, models and employees from ISM Global Dynamics. Prof. Dirk Frank and a large part of his staff are moving to Bonsai Research to strengthen the Strategy team. The background and details are explained by Bonsai CEO Jens Krüger and Prof. Dirk Frank, Head of Strategy, in an interview with planung & analyse.
For the sixth time, the Trendbüro presents the study on ethical consumption, which is initiated and published by the Otto Group and for which Bonsai Research has taken over the market research part.One important result in advance: Ethical consumer behavior remains capable of gaining majority support. For 62 percent of people, it is an integral part of their purchasing considerations - although the value has fallen by eight percentage points in view of the crises.
Personalities can change the world. So can brands. But it's not the products or innovations alone that make a brand great and significant. Brands need one thing above all: personality. Thomas Hoch, Head of Bonsai Strategy, explains in the new markenartikel magazine what is required of brands and how they can achieve this.
We had already informed you about the "new" values index. According to it, health, freedom and family are the values that people are most concerned about. Today we summarise what the media are reporting about the largest social media study on social change. And how the values index can be used operationally in companies.
Values Index Update 2022/1 - Project Confidence. Jens Krüger and Alisa Heinl (Bonsai), Ulrich Köhler and Fiorella Frank (Trendbüro) and Björn Welzel and Jonas Michels (Fritz Classen) present the new Values Index - more up-to-date, faster and bigger than ever before. The largest social media study on social change shows: Health, freedom and family are the values that people are most concerned about.
Today the new "Values Index Update 2022/1 - Project Confidence" is published - the largest social media study on social developments. Under the title "Zeitenwenden. Changing values. Why we should be confident now" is the title of today's column by Jens Krüger on marktforschung.de - in keeping with the current values index.
Under the title "Values Index Update 2022/1 - Project Confidence", the new evaluation of the largest social media study on social developments will be published on 7.4.2022. Jens Krüger, CEO of Bonsai Research, reveals today what is in the new Values Index - and what you can expect from the study.
... this is the headline of the article by Bonsai CEO Jens Krüger in the new issue of the cult magazine Max: "Climate change, poverty, fear of war, pandemic, social divisions - a better future seems ever more distant, the problems of humanity are building up like the devastating Omicron wave. The world seems to be undergoing a single transformation. Are the consequences foreseeable?"
The new edition of the largest social media study on changing values and current social developments will be published on Thursday, 7 April 2022 under the title Werteindex Update 1/2022 - Projekt Zuversicht. Bonsai Research, the Trendbüro and Fritz Classen invite you to attend:
Jan Borcherding and Thomas Hoch from Bonsai Research present a 5-point programme for the contemporary measurement of brands and brand management on marktforschung.de.
In the new Sales Magazine, Thomas Hoch, Head of Brand Strategy at Bonsai, has drawn up a 10-point programme for emotional brand management. Because between the end of the world and "business as usual" lies the "new normal". It's about shaping this new normal - for consumers as well as for brands. And that can be really fun. Really now? Really now!
How would it be if an artificial intelligence could answer one of the most important questions in advertising effectiveness research at the push of a button, namely: What needs of people are triggered by exactly this one advertising medium, this one image that a brand sends out? Sounds good? It is. And it already works.
Companies and brands have to react: What do they want and need to stand for in the future? What is relevant to people now? Which strategy is the right one? That's the topic of the FaceClub on 8 July at 6 pm. With Bonsai brand strategist Thomas Hoch, innovation expert Alexandra von Cukrowicz and CEO Jens Krüger.
Planning & Analysis reports on another new addition to Bonsai. Jan Borcherding joins the Strategy Team as Head of CSR (Corporate Social Responsibility). The CR expert comes from Kantar, where he advised and supported well-known clients on the topic of corporate reputation management for years.
Under this title, marktforschung.de reports that we have acquired the German licence for NeedScope from Kantar: "With the licence, part of the Brand Strategy team from Kantar will also switch to Bonsai on 1 April 2021: Thomas Hoch, Manuel Otte and Joachim Odendahl." Unilever, Mondeléz, Samsung and Google, among others, work with the emotion measurement tool.
