Countdown to the week of market research
The sixth Week of Market Research (#WdM25) starts this year on May 19 and runs until May 27, 2025. We are represented at WdM25 with three great topics. Our Qual researchers from Bonsai Lab are all about Decoding Culture. Our colleagues from Bonsai Strategy are at the start with the topic of Mental Availiability and Bonsai Future with the topic "Values. Change. Growth", which is all about how companies can shape the future on the basis of research.
Last year's fifth Week of Market Research broke all records with 73 sessions and 2,301 participants (almost 80 percent from corporate market research). We want to top that - with the help of our three events - at this year's WdM Festival. We would be delighted if you could join us. Why don't you block out lunchtime on May 19 and 20 for Bonsai Lab and Bonsai Strategy (both at 1 p.m.). And the late morning on May 21 (11.00 a.m.) for Bonsai Future. Our sessions in detail:
Decoding culture: What consumers don't say - but culture reveals
Bonsai Lab | Alexandra von Cukrowicz & Katalin Wundke | 19.05.2025 | 13:00 | 45 min
Consumer insights provide valuable information about behavior, attitudes and preferences. However, the cultural context, which often unconsciously influences desires, needs and decisions, often remains under the (research) radar. Cultural insights broaden the perspective: they analyze the cultural frame of reference in which consumers operate - collective patterns of meaning, social narratives and visual codes that help determine brand perception and product relevance. Using case studies, we show how semiotic approaches can be integrated into qualitative market research - and how companies can gain a deeper understanding of their target groups and align their brand communication more strategically.
Innovative brand research - Mental availability and the power of implicit associations
Bonsai Strategy | Dirk Frank & Evelyn Kiepfer | 20.05.2025 | 13:00 h | 45 min
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? However, classic queries remain highly "cerebral" and provide no information about the strength of the associative relationship between a CEP and a brand. This is where we come in with implicit methods and thus open up new analytical potential in brand research. You can expect an introduction to our Bonsai BrandCore approach for innovative brand research. In addition: Advanced Analytics for Actionable Insights using a practical example.
Values. Change. Growth. - How do we make the future? We make the future ourselves!
Bonsai Future | Kim Haußer | 21.05.2025 | 11:00 a.m. | 45 min
The future doesn't just happen - it is shaped! Disruptive changes, changing social values, new consumption patterns - you and your company face the challenge of understanding tomorrow today. But how do you develop strategies that will still be relevant tomorrow? Bonsai Future provides answers - with our data-driven scenario planning, which becomes a real decision-making aid. We go beyond mere trend descriptions. Our unique, combined approach makes the difference: AI-supported trend analysis, co-creation in which we bring companies together with creative consumers and interdisciplinary experts, supplemented by qualitative and quantitative validation.