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. An excerpt from the interview

Bonsai has taken over numerous experienced employees from other institutes in recent years and, in addition to the core markets of Shopper Research and Customer Experience, has also built up the Public and Health divisions and the Bonsai Lab. How do the colleagues from ISM Global Dynamics fit into the portfolio of Bonsai? What are your plans?
Jens Krüger: Yes, what are we up to? We always like to surprise the market (laughs). No, you said that right. The test market and also the CX topic as well as mystery shopping at the PoS are the heritage of Bonsai Research. Here we also have hard sales data. On the other hand, we have gained some new research colleagues, especially for the Bonsai Lab, where we are very strong in the innovation process. However, we have set ourselves the goal of covering the entire customer journey with market research, and until now we have had a blank spot in the area of strategic work, i.e. basic research. But we see great growth potential in this field. Customers want to know how markets and categories are changing. (...) With the team from ISM, and especially Dirk Frank, we are now getting really highly qualified additional methodological know-how in-house. This is a real stroke of luck and we are pleased that we have now found exactly this missing piece of the puzzle.

How did you come together?
Dirk Frank: Well, how is a young married couple supposed to get together? You meet, you talk to each other. That's when we realized a long time ago: Our idea of what good market research is is very similar. I find that very pleasant, especially in a time when the mentality of "anything goes" prevails. Here, people take a second look, and that's right and important.