Understanding target groups: What makes GenZ tick?

"Decoding target groups" is the cover topic of the current issue of "markenartikel". In the magazine for brand management, four target group experts from market research share their expertise on the topic, including Ina Komischke, Client Partner at Bonsai Research. "GenZ wants to be able to make decisions quickly and satisfactorily and therefore prefers direct and uncomplicated communication. Older generations appreciate more detailed information and have more patience for more complex messages," says Ina Komischke: "In our qualitative studies, we see time and again that GenZ questions its brand and consumer decisions more closely.

Bonsai in the media, LabElke LoewJuly 19, 2024Gen Z, branded goods, young target groups, brand communication, Bonsai Lab, Ina Komischke

Co-creation for the agriculture of the future

Exciting challenges for the agriculture of the future result in an exciting project for Bonsai. We tackled this topic of innovation in the agricultural sector in a co-creation workshop with the Forum Moderne Landwirtschaft at the end of November. The background: In 2050, agriculture will have to feed ten billion people, while operating in the most climate-friendly way possible, promoting animal welfare and biodiversity and adapting to changing consumer habits.

Complementing Qualitative Research with AI

"Cool buddy AI" - under this title Alexandra von Cukrowicz (Head of Bonsai Lab) and Stefka Mihaylova (Director Europe Entropik Technologies) report in Planung & Analyse about the innovative AI application Decode. With Decode, the voice and facial expressions of group discussion participants are analyzed with the help of AI. A twelve-country study shows what the innovative tool can do.

The Bonsai Lab - just take a look

The Bonsai Lab is the creative space where we try out new things. And on our website we show - now also new - in short videos what we have to offer: Our holistic approach that combines qualitative inquiry with implicit methods and semiotic & cultural analysis. Our Qualitative Classics, Innovation Development and the Future Studies made by Bonsai. And on YouTube you can find an "animalistic" introduction of the Bonsai Lab team.

LabElke LoewSeptember 26, 2022Bonsai Lab, Qualitative Research, Innovation Development, Idea Development, Insights

The future of qualitative research

How digital is the future of qualitative research? What new approaches are there? And which innovations could provide the most interesting insights in the future? Alexandra von Cukrowicz, Head of Bonsai Lab, provides answers to these questions in her latest expert article on marktforschung.de.

The "new" Bonsai - Interview at marktforschung.de

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. More about the "new" Bonsai - and the complete interview on marktforschung.de:

Nadja Hilse joins the Bonsai Lab as of today

planning & analysis reports today: "The team building at Bonsai Research continues - this time the Bonsai Lab, the qualitative research of Bonsai, gets new support: Nadja Hilse as a Client Partner. The experienced semiotician and specialist for cultural insights analyses will take on a cross-sectional function between innovation research, brand strategy and consulting.

Lab, media echoElke Loew15 September 2021Personalie, Bonsai Research, Bonsai Lab, Semiotics, Qualitative Research

#SustainabilityNervt: Trend Talk by Bonsai

Yes, sustainability is important for companies. But it is not everything. The topic even annoys many, especially young consumers. How companies "properly" become (and communicate) sustainable - that's what we'll be talking about on Thursday at the planning&analysis Insights Congress with Helge Carstens, Market Research Manager New Business at Merck KGaA.

Lab, Bonsai on TourElke Loew24 August 2021Bonsai Reseach, changing values, sustainability, values index, Insights 2021, #SustainabilityNervous, Bonsai Lab

Innovative: qualitative research via WhatsApp

In the current issue of planning&analysis, our qualitative expert Alexandra von Cukrowicz and Felix Tiede from Bilendi report on their new men's cosmetics study. The highlight: The qualitative survey of cosmetics users and non-users was conducted via WhatsApp, the favourite messenger of German citizens.

LabElke Loew11 August 2021Innovation, Qualitative Research, Bonsai Lab, WhatsApp, Social Media

Alexandra von Cukrowicz becomes Head of Bonsai Lab

Alexandra von Cukrowicz is now head of qualitative research at Bonsai Research - this was reported today by Planung&Analyse (P&A). The Bonsai Lab is already the fifth area that Bonsai Research is significantly expanding as part of the "Data + X" 2021 strategy - after Bonsai Strategy, CX & Mystery Research, Media & Analytics and Shopper Research.

Lab, media echoElke Loew4 May 2021Qualitative Research, Personalities, Bonsai Lab

Qualitative research as a morsel provider - from sushi to insights

"Why qualitative research in particular is struggling so much in the context of other disciplines despite Covid-19 - and why a look at UX helps to understand what is currently lacking. Maybe at least." This topic is commented on by Bonsai CEO Jens Krüger in his column on marktforschung.de.

Media echo, LabElke Loew24 February 2021Bonsai Reseach, Bonsai Lab, Qualitative Research, Market Research, Marktforschung.de, Jens Krüger, Column

Consumer Segmentation 2020 - Reordering the Anthill

Our values determine how we live and what we consume. Björn Welzel (Fritz Classen) and Jens Krüger (Bonsai) explain the advantages of a new, differentiated and value-based consumer segmentation for companies in an expert article in p&a.

Bonsai Lab - for all those who want to dare to think outside the box again

The Bonsai Lab brings together all relevant stakeholders needed to work creatively and result-oriented - experts, consumers, retail partners. We combine data, forecasts, in-depth analysis with social media and community research in a holistic co-creation process. More about this in the new video.

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