Virtual test market: Efficient with new Studio@Home solution

One of the virtual environments offered by Bonsai

Bonsai launches the new virtual research platform for category management, product, packaging and concept tests. The highlight: in cooperation with HGT (Herzog, Glaser, Thelen), we are now combining tests in the studio with the newly developed Studio@Home. A solution that is not only innovative, but above all efficient. As part of a roadshow (see below), we are now working with our customer Rotkäppchen-Mumm to demonstrate the real benefits of Bonsai 's virtual test markets and the new, smart offering.

Traditional test markets in real supermarkets reach their limits when it comes to concepts and products that do not yet exist or of which only a rough concept exists. Virtual test markets, on the other hand, sometimes reach their limits when it comes to costs.

Bonsai studio@home: a screen example

We now have the hybrid solution for the virtual test market: Studio@Home. Virtual research by Bonsai Research and HGT overcomes the disadvantages of two approaches and combines their advantages. On the one hand, the hyper-realistic but complex test with VR glasses(more on the virtual test market@bonsai). Secondly, the innovative studio@home solution. For the studio@home survey, the 3D environment is integrated into an online questionnaire and can be used anywhere by the studio-experienced participants of the HGT panel. The virtual environment is displayed using foveated rendering. Only the areas of the image on which the mouse, and therefore the user's gaze, is currently located are rendered in high resolution. After a short briefing, participants can control the system almost as intuitively as with VR glasses - and the result is hardly inferior to eye tracking.

The best of both worlds

In Bonsai 's new hybrid approach, a quarter of the participants will continue to immerse themselves in the virtual reality of a supermarket, pharmacy, petrol station, etc. in the studio. Three quarters of the participants will take part in Studio@Home. The perfect combination of cost efficiency and quality. The Studio@Home data is virtually upgraded by the premium results from the test studio. Further advantages: Both approaches can be carried out in parallel and target groups can be exploited more easily.

In addition to the virtual test market, we are creating an efficient platform for testing and experimenting with category management, product, packaging and concept tests. We will show marketing managers, company market researchers and the press what our new service can do during a roadshow in Munich, Cologne, Hamburg and Berlin. We look forward to seeing you!

The dates of the Bonsai

Munich - 25.06.2025, 3.30 to 6.30 pm

Cologne - 27.6.2025, 10.30 a.m. to 1.30 p.m.

Hamburg - 30.06.2025 3.30 pm to 6.30 pm

Berlin - 10.09.2025 from 10.30 a.m. to 1.30 p.m.