Single source study on confectionery starts in the pre-Christmas season

Christmas is here again in the food retail sector. Just in time for the start of the season, the large confectionery pilot study will soon be launched with our new panel partner Gemius. We record and analyse the receipts (shopping behaviour), the online behaviour (tracking data) and the purchase motives (through surveys) of confectionery shoppers.

From October to December - the peak season for confectionery manufacturers - Bonsai Research researches the customer journeys of regular buyers of confectionery (chocolate, biscuits and bars). The special feature: Online behaviour and purchase data are collected from one and the same person (single source). All websites visited and the advertising contacts there (including the walled garden) are tracked via the Gemius panel. Shoppers scan their purchases via the Bonsai app on their smartphone.

In this way, we not only quantify the individual buyer groups of your brand/product, but also determine the influence of the individual touchpoints - for example online advertising or TV commercials - on the purchase decision. As a result, we can determine exactly which adjustments you can make to optimise the conversion of your brand (or even an entire product category). 

If you are interested in participating in the Confectionery Study and/or would like more information on the new single source opportunities at Bonsai, please contact Jasmin Pampuch (Head of Shopper Research)

The new single source approach is made possible by the Cooperation with Gemius Bonsai Research has been the exclusive partner of the panel provider since 1.9.2021.