How we at Bonsai are decoding the path to purchase anew - online, offline and in between: Insa Weber (Mondelēz International) and Jasmin Pampuch (Bonsai Research) showed this today at ECRlive (GS1 Germany GmbH) in Bremen. The current confectionery study makes it clear that manufacturers should not disregard online influences - even if the majority of purchases in this category are made impulsively in stationary trade.
Read more... this is the headline of the article by Bonsai CEO Jens Krüger in the new issue of the cult magazine Max: "Climate change, poverty, fear of war, pandemic, social divisions - a better future seems ever more distant, the problems of humanity are building up like the devastating Omicron wave. The world seems to be undergoing a single transformation. Are the consequences foreseeable?"
Read moreThe new edition of the largest social media study on changing values and current social developments will be published on Thursday, 7 April 2022 under the title Werteindex Update 1/2022 - Projekt Zuversicht. Bonsai Research, the Trendbüro and Fritz Classen invite you to attend:
Read moreBonsai now also offers start-ups sales in the food service sector - in gastronomy, communal catering and wholesale. Only one month after the launch of the new unit "Bonsai Sales & Food Services", the first projects for the two new clients GASTROtaste and Zonama-Food are already underway. The "markenartikel" reports on how Bonsai supports the innovative products of the two companies in sales.
Read moreJan Borcherding and Thomas Hoch from Bonsai Research present a 5-point programme for the contemporary measurement of brands and brand management on marktforschung.de.
Read moreBonsai In its current customer experience study, Research asked those whom the topic really concerns: the consumers. W&V, Internet World, E-Commerce Magazin (title: "Why Gen Z doesn't feel taken seriously") and Markenartikel ("These industries have some catching up to do in customer experience management"), among others, report on the results.
Read moreDoing market research was a bit like being Swiss. Untouchable, neutral, always conscientious, sometimes over-correct. But how (un)political must marketing and also market research be in view of the war in Ukraine and the pandemic? Jens Krüger deals with this question in his current column on marktforschung.de.
Read moreThe tests conducted by Bonsai Research for the fruit and nut bar RAWBITE are going into the next round: At our cooperation partner go2market, the bars with the alternative claim are now on the shelves. Part 3 of our series on the RAWBITE study.
Read moreHow 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.
Read moreToday a news item on our own behalf: Bonsai is one of the 25 largest market research companies in Germany for the first time. This is according to the Context sales list 2021, which marktforschung.de has now published. The figures reflect that our growth strategy is paying off.
Read moreSuccessful presentation: For six days, Klosterfrau presented its herbal cough remedy Bronchicum® Elixir in the regional daily newspapers of the marketer Score Media. Bonsai Research tested the effect of the media deployment. In the test markets, sales increased by 25 percent compared to the control markets during the newspaper campaign.
Read more"Market research has to struggle for new things, for new methods, for new models of cooperation, for diversity in thinking and acting," writes Jens Krüger in his column on marktforschung.de. This is what Bonsai stands for. Again and again. Currently, we have combined our test market research with data-supported sales. We are now also sales representatives with a focus on foodservice. Exciting?
Read moreBonsai Research is expanding its test market and distribution concept beyond the retail sector: "Bonsai will in future also offer start-ups and established companies distribution in the food service sector, i.e. in gastronomy, communal catering and wholesale," reports markenartikel. Kyra Thiele (previously Lunch Vegas) is responsible for the food service sector in the new unit.
Read moreThe home is becoming a multifunctional control centre, the technology largely invisible. Hybrid forms of work are gaining ground. While robots are taking over everyday tasks, do-it-yourself is becoming a meaningful counter-trend. These are just some of the keywords of the QVC future study "Next Home - How will Germany live the day after tomorrow", which is now available for download.
Read moreBrands against Corona: Germany needs a vaccination initiative! 150 major brands have joined forces and are changing their well-known claims. From "Square. Practical. Geimpft" to "Freude am Impffen" and "Have a break, have a pieks" to "Dann geh doch zum Impffen". Great initiative by the Mercedes lead agency Antoni. Inspired us to turn "SEE. UNDERSTAND. MAKE." into something new
Read moreIn an expert article for W&V, Martin Siek, Head of Customer Experience at Bonsai, shows how the interaction between marketing and customer experience (CX) management should work. Which four factors are the basis for successful interaction ...
Read moreHolger 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:
Read moreThe GenZ is also pigeonholed and pressed into buzzwords. The desire to describe young consumers in simple stereotypes and key figures has so far survived every generational change - including that from the so-called Generation Chillstand to Generation Greta. Ina Komischke, Client Partner Bonsai Lab, pleads for differentiated, qualitative target group research in the current issue of planning&analysis.
Read moreThe fruit and nut bar RAWBITE is selling very well in the Cologne test supermarket go2market - and is also convincing in terms of appeal and taste. The question of how the bar's claim will affect purchasing behaviour remains exciting. Part 2 of our series on the RAWBITE study.
Read moreIn the new Sales Magazine, Thomas Hoch, Head of Brand Strategy at Bonsai, has drawn up a 10-point programme for emotional brand management. Because between the end of the world and "business as usual" lies the "new normal". It's about shaping this new normal - for consumers as well as for brands. And that can be really fun. Really now? Really now!
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