The "new" Bonsai - Interview at marktforschung.de

Interview with Jens Krüger at marktforschung.de (excerpt)

Holger Geißler from marktforschung.de spoke with CEO Jens Krüger about the further development of Bonsai Research, the integration of the many new colleagues who came on board this year, the challenges posed by Corona and what lies behind the formula Bonsai = Data + x.

Not a month went by this year without Bonsai being able to report that new colleagues had been recruited and strategically important areas expanded: for example, the Bonsai Lab (qualitative research), Customer Experience and Shopper Research. "Was the expansion planned this way or rather an opportunity that Bonsai had to seize?" asks Holger Friedrich Geißler in the interview. "Both," answers Jens Krüger: "The expansion was planned. But we wouldn't have been able to realise it so quickly if we hadn't had the chance to recruit exactly the colleagues we needed for it at the right time."

In the interview, Jens Krüger also explains how the integration of the new colleagues can succeed, but for which one has to take time. "In my experience, this process will take another one to two years," says Jens Krüger: "Trust needs closeness and developing that takes time. It helps that we have a good feedback culture at Bonsai ."

More on the strategy of Bonsai Research and current developments: