Wir bieten Ihnen passgenaue Marktforschungsmethoden, um Markt, Marke und Zielgruppen präzise zu analysieren. Damit unterstützen wir Sie dabei, die richtigen strategischen Entscheidungen zu treffen – etwa bei der Positionierung Ihrer Marke, der Entwicklung zielgruppengerechter Kommunikationsmaßnahmen oder der Erschließung neuer Marktpotenziale. So ermöglichen wir fundierte Grundlagen für nachhaltiges Marken- und Marktwachstum.
In unsicheren Zeiten brauchen Unternehmen robuste Strategien für nachhaltiges Wachstum. Die gesellschaftliche Individualisierung hat zu einer starken Polarisierung geführt, bei der Werte wie Freiheit, Sicherheit und Erfolg im Zentrum stehen aber zunehmend kontrovers und extrem diskutiert werden. Die Digitalisierung und algorithmisch gesteuerte Medienlandschaft führen dazu, dass Menschen in subjektiven Wahrnehmungsblasen leben, in denen Fakten durch persönliche Narrative und Fake News ersetzt werden. Entscheidungen von Konsumenten werden immer impulsiver. Wenn Fakten beliebig werden, entscheidet der Bauch.
Für Unternehmen bedeutet dies, dass Zielgruppen immer fragmentierter werden und Markenführung sich an sehr unterschiedlichen, teils widersprüchlichen Realitäten orientieren muss. Markenverantwortliche stehen vor der Herausforderung, relevante Narrative und emotionale, implizite Anknüpfungspunkte für verschiedene Zielgruppen zu identifizieren und glaubwürdig zu besetzen. Gleichzeitig bietet diese Entwicklung Chancen, indem Marken gezielt emotionale Bindungen aufbauen und Orientierung in einer fragmentierten Welt bieten können.
Bonsai Strategy & Brand hilft Unternehmen, diese neuen „Psycho-Realitäten“ zu verstehen und strategisch zu nutzen:
Die klassische Markenforschung läuft in eine Sackgasse, weil Konsumenten heute schneller denken, intuitiver handeln und ihre Aufmerksamkeitsspanne sinkt. Erfolgreiche Markenführung setzt voraus, dass sowohl intuitive als auch bewusste Entscheidungsprozesse bei der Markenwahl verstanden werden. Wir helfen Unternehmen …
…differenzierte Markenbotschaften zu entwickeln: Marken müssen ihre Kommunikation stärker auf die jeweiligen „Psycho-Realitäten“ der Zielgruppen zuschneiden. Das bedeutet, unterschiedliche Narrative und Botschaften für verschiedene Segmente zu entwickeln, ohne dabei die Markenidentität zu verwässern.
…ihre Klarheit und Authentizität zu stärken: In einer Welt voller Fake News und subjektiver Wahrheiten ist es essenziell, dass Marken glaubwürdig, transparent und konsistent auftreten.
… die kognitive Präsenz und die emotionale Markenbindung zu fördern: Da Emotionen und subjektive Wahrnehmungen Konsumentscheidungen zunehmend bestimmen, sollten Marken gezielt emotionale Anknüpfungspunkte schaffen und Erlebnisse bieten, die Vertrauen und Loyalität stärken.
Unsere Markenforschung ermöglicht durch eine intelligente Verknüpfung des Mental Availability-Ansatzes mit impliziten Messmethoden, jene Category Entry Points zu identifizieren, die glaubwürdig mit einer Marke assoziiert sind (Mental Connectivity) – und im „Moment of Truth“ handlungsrelevant werden.
Unseren innovativen Ansatz haben wir auf der Woche der Marktforschung in dem Vortrag „Mental Availability und die Macht der impliziten Assoziationen“ zusammen mit unserem Kunden freenet präsentiert: LINK ZUM ARTIKEL
Forecasting & Concept-Forschung von Bonsai schafft die sichere Basis für Ihre Innovation. In der frühen Ideation-Phase (hier arbeiten wir eng mit dem Bonsai Lab) helfen wir, Ihre Innovations-Pipeline zu befüllen. Wir unterstützen Sie, erste Ideen in Konzepte zu überführen und auf ihren potenziellen Markterfolg hin zu testen. Wir verbinden Konzept-Forschung mit konkreten Hochrechnungen in Volumen (Tonnagen und/oder Euro). Hier sind wir echte Spezialisten, vor allem wenn es um Volumen-Forcasting, insbesondere im OTC-/Pharma-Markt geht (Bonsai Health). Wer noch weiter mit uns gehen möchte: Wir können dem fast fertigen Produkt im realen oder virtuellen Testmarkt den letzten Schliff geben.
Strategische Preisforschung ist angewandte Psychologie und einer der Schwerpunkte von Bonsai Research. Denn hier geht es um das, was letztlich zählt: den optimalen Preis und damit die Rentabilität Ihrer Produkte oder Dienstleistungen. Unser dynamischer Modellierungsansatz berücksichtigt kognitive und emotionale Einflüsse der Preisentscheidung und die Positionierung der Marke ebenso, wie das Wettbewerbsumfeld. Wir finden den richtigen Preis und ermöglichen aktives (statt reaktives) Preismanagement. Bei Bonsai Strategy & Brand erforschen wir Märkte und Menschen. Lokal und international. Von den Produkten des täglichen Bedarfs über Medikamente und Dienstleistungen bis hin zu langlebigen Gebrauchs- und Investitionsgütern. Kulturell sensibel und methodisch versiert.
Marken brauchen Haltung – mehr denn je. Der Bonsai Werteindex ist seit vielen Jahren ein verlässlicher Orientierungsgeber für gesellschaftliche Entwicklungen und Trends. Unsere Werteforschung beobachtet kontinuierlich Werteverschiebungen und neue Narrative und hilft Unternehmen die eigene Markenstrategie kritisch zu reflektieren. Wir unterstützen bei der Professionalisierung des Krisen- und Reputationsmanagements, ein Muss in der gegenwärtigen Polarisierung mit erhöhtem Risiko von Shitstorms und Reputationsschäden.
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
In highly competitive markets, brands need to be present in the minds of consumers at decisive purchasing moments. We demonstrated how this works with our client freenet at the Market Research Week. More than 100 participants followed this live. If you were unable to attend, the recording is now available on YouTube. Fabian Winderl (freenet) sums it up: "The Bonsai offers us more depth of explanation in the brand funnel. Specifically, we can derive the really relevant stories for advertising campaigns and can focus on the decisive CEPs (Category Entry Points)."
The sixth Week of Market Research (#WdM25) starts this year on May 19 and runs until May 27, 2025. We are represented at WdM25 with three great topics. Our Qual researchers from Bonsai Lab are all about Decoding Culture. Our colleagues from Bonsai Strategy are at the start with the topic of Mental Availiability and Bonsai Future with the topic "Values. Change. Growth", which is all about how companies can shape the future on the basis of research.
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.
