Market Research Week - what Bonsai offers

Bonsai Research presents innovative and exciting insights at two events during the Market Research Week. Under the title "We rethink innovation processes. Agile and integrated," Alexandra von Cukrowicz (Head of Bonsai Lab) and Jan Bocherding (Head of CSR Strategy at Bonsai) will show why and how we at Bonsai combine design thinking with qualitative research. And Bonsai-CEO Jens Krüger presents what the "new" value index offers companies together with his value index editor colleague Björn Welzel (Managing Director / Fritz Classen Forschung) and Jonas Michels (Managing Director Fritz Classen Strategie).

The Market Research Week (WdM) takes place from 9 to 13 May. WdM sees itself as a colourful festival for the entire industry. Everyone can put together their own individual programme according to their tastes and interests.

Thursday, 12.05.2022, 10.00 - How we link qualitative research and innovation processes

Topic 1: We rethink innovation processes. Agile and integrated.

Why and how do we combine design thinking with qualitative research and its methods at Bonsai ? Quite simply: because we can do it, or rather the people who work for us can. And because we see real added value for the innovation process on the part of our clients. In this process, a distinction is often made between insightment, i.e. understanding a problem, and ideation, i.e. developing solutions based on understanding. Quite often these two disciplines are separated. With a clear division of tasks: qualitative research takes on the part of understanding and provides the input for ideation. In the design thinking process, the participants do the insightment themselves. But as the complexity of a problem increases, there are also limits. We show how they can be overcome.

Tuesday, 10.05.2022, 13.00 - What the Value Index offers companies

Topic 2: Values Index 2022. The largest social media study on changing values can now be used operationally for brand and target group management.

Major social upheavals and an accelerated change in values pose great challenges for companies and brands. Preference and distinction schemes are blurring. Groups, milieus and classes are fragmenting and forming anew. This requires orientation. The Values Index provides this. The large-scale social media analysis has been published every two years since 2009 by Peter Wippermann (Trendbüro) and Jens Krüger (CEO of Bonsai). Since this year Björn Welzel (CEO Fritz Classen Forschung) has also been involved and Peter Wippermann has handed over to Ulrich Köhler (Trendbüro). The new trio has changed a lot. In addition to AI-supported analysis processes, the data is linked to class segmentation, making value orientation manageable at target group level.