TOCii Award for Bonsai Future
At the premiere of the Top Of Class Insights Industry award, TOCii for short, Bonsai Future will be honored as the top institute for trend and future research at the Succeet 2025 industry trade fair on Wednesday. Kim Haußer, Head of Bonsai Future, outlines the recipe for success that has now been recognized by the award as follows: "Bonsai Future takes a proactive approach that goes beyond mere prediction. We offer certainty of direction in rapidly developing and changing markets and support companies in making qualified decisions about opportunities and challenges."
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FRAG bonsAI at Succeet: AI with real data from 20 million online users
At Succeet 2025, Jasmin Pampuch, Head of Bonsai Shopper & Behavior Research, will be presenting our new AI FRAG bonsAI. FRAG bonsAI does not guess (like Deep Seek), but analyzes the real online behavioral data of 20 million online users worldwide. The highlight: bonsAI makes concrete suggestions for channels, content and even for visuals and the language style of campaigns.
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VR at Succeet 2025 - try out our test market
Our test market specialists invite you to experience the new reality of the virtual test market live: At the Succeet 2025 market research trade fair in Wiesbaden. On 12.02.2025 from 17:10 to 17:25 on the Succeet Open Stage, Stefan Feldmeier and Immanuel Bücking will show you how the test market works today. And immediately afterwards, you can test our VR yourself - from 17:30 at the FRAG bonsai Happy Hour at the Open Stage.
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Will we meet at Succeet 2025?
At the Succeet 2025 market research trade fair in Wiesbaden, Bonsai Research will be presenting the Open Stage, where more than 50 short presentations by start-ups or innovations from established companies will be presented on February 12 and 13. And, of course, we will also be showcasing the innovations that we consider to be particularly exciting in 2025 - both on the Open Stage and as part of the congress program: our AI solution Frag bonsAI and our realistic research environments in the VR cosmos (which you can also test yourself on both days of the trade fair on the fringes of the Open Stage).
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High advertising acceptance among podcast users
The RMS Podcast Study 2024 has just been published, the largest and most detailed survey on the topic in Germany (15,911 respondents in total). The positive news for advertisers: A third of people in Germany regularly listen to podcasts. And even more importantly: advertising in podcasts is accepted by users.
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More money for a good cause! Media response to the German Donation Monitor
Private donors are giving six billion euros to good causes this year - 200 million euros more than last year. This does not even include large donations over 1,500 euros. This is shown by the new study "Deutscher Spendenmonitor 2024", which was conducted by Bonsai Public for the German Fundraising Association. This good news - which fits in well with the pre-Christmas period - met with a broad media response. The Neue Westfälische (Paid Content), the Frankfurter Neue Presse, the Generalanzeiger and the Braunschweiger Zeitung, among others, reported on it.
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2024: Bonsai invests in new areas, tools and people
Bonsai Research continues to expand this year: the new unit Bonsai Future was founded in 2024 with the team from the former Trend Office. Most recently, VR Insight's market research was taken over with all tools and parts of the team (read more). With "old" and around a dozen new colleagues, we have developed a wealth of new tools for our customers - and increased turnover with new customers.
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"Get out of the echo chamber!"
How has the market research industry developed over the past year? And what's next? And what exactly is "inflation"? Jens Krüger, CEO of Bonsai, asks these questions in his column on marktforschung.de. In the face of political, social and economic upheaval, the market research industry has done quite well on the surface. But behind the scenes, what is probably the biggest shakeout and consolidation of the market in the last 25 years is taking place.
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German Donation Monitor 2024: More is being donated
Today, the German Fundraising Association (DFRV) and the German Central Institute for Social Issues (DZI) are publishing the results of the German Donation Monitor 2024. Two pieces of good news from the study, for which Bonsai Research surveyed 6,039 people in Germany online this year: both the donor rate and the sums donated are up on the previous year.
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Rotkäppchen-Mumm 2024 trend study on the culture of enjoyment
On behalf of Rotkäppchen-Mumm, the trend experts at Bonsai Future examined the culture of enjoyment in Germany. Here are some of the findings: the growing relevance of freedom and self-determination in society is influencing the way we enjoy ourselves. At the same time, the need for experiences with memorable value is increasing, particularly among young adults, i.e. moments that want to be experienced together, on the go, free from conventions and "in real life".
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Bonsai adopts tools from VR Insight
Bonsai Research has taken over the market research division of its previous cooperation partner VR Insight. With virtual reality-based shopper and store research, Bonsai rounds off the test market portfolio. The VR Insight brand will remain under the Bonsai umbrella. Markenartikel, marktforschung.de and Horizont.de (planung & analyse) report on this.
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Kindernothilfe study: 82 percent of citizens want children's rights in the Basic Law
According to the latest Kindernothilfe survey on Children's Rights Day on November 20, two thirds of people in Germany would like children's rights to play a greater role in political decisions. Four out of five of those surveyed by Bonsai Research would like to see children's rights enshrined in the Basic Law.
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Dr. Anke Möser strengthens Bonsai Strategy
Bonsai Research gets top reinforcement: Dr. Anke Möser now supports the team of Bonsai Strategy. With her industry and methodological expertise, Dr. Anke Möser will be looking after clients from the pharmaceutical and healthcare sectors in particular. Healthcare Marketing and planning & analysis report on the appointment.
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Top Of Class Insights Industry: Bonsai nominated three times
The industry portal marktforschung.de, in cooperation with the industry trade fair succeet GmbH, will be honoring the best providers in the insights industry in various areas every year. The award is called: Top Of Class Insights Industry, or TOCii for short. At the premiere, the readers of marktforschung.de nominated Bonsai in three of the five categories: Customer Journey & Touchpoint Analysis, Pharma and Healthcare Research and Trend and Future Research. Many thanks to the marktforschung.de users who nominated us!
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Futurology: "Brands must also deliver!"
A major interview in the magazine Markenartikel with Kim Haußer, Prof. Peter Wippermann (both Bonsai Future) and Dr. Hannes Fernow (GIM) deals with the question of how brands can deal with the rapid changes of today - and how trend and future research can support them in doing so.
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Mensch macht Marke - the podcast
People make brands! In the DACHvibes podcast, Alexandra von Cukrowiz, Head of Bonsai Lab, shows how Bonsai helps companies to truly align their products and marketing strategies with the needs of consumers. Above all, the expert discussion is about innovation development with the help of co-creation.
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Now also on YouTube: Launch of bonsAI
We launched bonsAI, the first AI marketing tool that accesses the real behavioral data of 20 million online users worldwide. By analyzing online behavioral data, bonsAI creates detailed target group profiles and transforms this data into actionable insights using Knowledge Graphs and Large Language Models (LLMs). bonsAI makes concrete suggestions for channels, content and even for visuals and the language style of campaigns. Jasmin Pampuch, Head of Bonsai Shopper, showed how this works at the launch event last Friday. Her presentation is now available in a short and concise 20-minute video on our YouTube channel.
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Launch of bonsAI - AI accesses real usage data from 20 million users
Bonsai Research launches the new bonsAI today after extensive testing. bonsAI is a state-of-the-art, AI-powered marketing and market research solution that will revolutionize the way companies understand and interact with their audiences. By analyzing online behavioral data from 20 million online users worldwide, bonsAI creates detailed audience profiles and transforms this data into actionable insights using Knowledge Graphs and Large Language Models (LLMs). In Germany alone, bonsAI accesses the data of 500,000 online users. bonsAI makes concrete suggestions for channels, content and even for visuals and the language style of campaigns.
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GLORY Payment Report 2024: For the first time, Germans prefer to pay by card rather than cash
Exciting POS trends from the GLORY Payment Report 2024: 60 percent of people now use the option to withdraw cash at the supermarket checkout (last year it was only 44 percent). Card payments have replaced cash as the most popular payment method in Germany for the first time this year. What's more, artificial intelligence would also be in demand in bricks-and-mortar retail: the majority of consumers would like to see digital assistants in stores that make product recommendations, or would at least try them out.
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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.
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