What consumers don't say - but culture reveals ...

Video of the presentation at the Market Research Week

... this was demonstrated by Katalin Wundke, Consultant at Bonsai Lab, and Alexandra von Cukrowicz, Head of Bonsai Lab, at the Week of Market Research (#WdM25). Almost 100 marketers and market researchers followed the presentation live. If you missed it, you can now watch the exciting presentation on our YouTube channel.

Consumer insights provide valuable information about behavior, attitudes and preferences. However, the cultural context, which often unconsciously influences desires, needs and decisions, often remains under the (research) radar. Cultural insights broaden this perspective: they analyze the cultural frame of reference in which consumers operate - collective patterns of meaning, social narratives and visual codes that play a decisive role in determining brand perception and product relevance. Semiotics serves as a methodological tool. It interprets signs - such as language, images, design or symbols - in the respective cultural context and makes visible what is not explicitly communicated but is deeply rooted and significantly influences the meaning of brands, products and communication.

The three case studies show how diverse the range of possible applications is: an established coffee brand that wants to launch an organic line; the introduction of a mixed beer drink and a packaging design for a dietary supplement.

And for those who prefer to hear it in compact form, we had an AI summarize the presentation into a podcast. We think it worked surprisingly well. The most important facts about our Cultural Insights in just eight minutes!