Mental Availiabilty: Bonsai & Freenet show how it's done

In highly competitive markets, brands need to be present in the minds of consumers at decisive purchasing moments. Prof. Dirk Frank (Head of Bonsai Strategy) and our client Fabian Winderl (Market Research freenet) demonstrated how this works at the Market Research Week. More than 100 participants followed this live. If you were unable to attend, the recording of the event is now available on YouTube. Fabian Winderl sums up in advance: "The Bonsai offers us more depth of explanation in the brand funnel. Specifically, we can derive the really relevant stories for advertising campaigns and focus on the decisive CEPs (category entry points)."

The background: In highly competitive markets, brands need to be present in the minds of consumers at crucial purchasing moments. This is precisely where Mental Availability and Category Entry Points (CEP) come in: How can brands be anchored in such a way that they can be recalled in as many relevant purchase and need situations as possible? Traditional queries remain highly "cerebral" and provide no information about the strength of the associative relationship between a CEP and a brand. This is where Bonsai comes in with implicit methods and thus opens up new analytical potential in brand research. Watch the video for an introduction to our Bonsai BrandCore approach for innovative brand research. Also: Advanced Analytics for Actionable Insights using the practical example of freenet. Many thanks to Fabian Winderl!

P.S. In case some of you missed your contact person Evelyn Kiepfer (Client Partner Bonsai Strategy) at the Market Research Week, she unfortunately fell ill at short notice.