"We need to have the overdue and necessary discussion about our role and our quality promise in market research," demands Bonsai-CEO Jens Krüger in his column on marktforschung.de. The discussion is on - also on LinkedIn. Berlin - in other words: the associations have so far positioned themselves primarily as the impeders of development - and of the industry debate.

From Jens Krüger's column: "Berlin, we have a problem! That's what market researchers want to shout these days. Thomas Koch has taken a look at the YouGovization of market research - and by that he means the now daily flood of supposed truths from surveys that are staged for publicity. Often little thought through, suggestively queried. "Market research at its limit," he writes in his latest column. A discussion on the promise of quality in our industry. Yes, that's certainly exaggerated. But as we all know, in exaggeration lies the power of clarification."

And it's about much more than extracting data ever faster. It's about making market research more relevant and extending it into downstream processes. This is an essential part of the self-image of Bonsai: "Continuing where we left off before. And not diluting the value of market research in the process. Not even methodologically: We have to face the changed realities, also in the discussion about methods and new approaches," says Jens Krüger.