Press

Bonsai Research gains Dr. Anke Möser as a Client Partner. The company is thus further expanding the Bonsai Strategy unit. With her industry and methodological expertise, Dr. Anke Möser will particularly support clients from the pharmaceutical and healthcare sectors.

Bonsai Research is taking over the virtual reality-supported shopper and store research of its previous cooperation partner VR Insight. This means that Bonsai is bringing VR and AR test market research in-house: Bonsai 's new test market is going virtual! Both the technology and the databases as well as existing customers and employees will be taken over.

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 has access to the data of 500,000 online users. bonsAI makes concrete suggestions for channels, content and even for visuals and the language style of campaigns.

Cold remedies are extremely popular with pharmacists. This is the result of the new Bonsai pharmacy study. "There is a clear correlation between the popularity of the OTC/free-choice categories and the margin that can be achieved with them," says Bettina Mertens-Danowski, Head of Bonsai Health. Popular is what brings in the margin: half of all pharmacists surveyed also see the favorite category of colds as one of the biggest revenue generators, according to the Bonsai OTC Category Spotlight.

New studies: Bonsai ApoVote and Bonsai OTC sales study: 91 percent of pharmacists say that their customers' purchasing behavior has changed in the face of inflation. A third of pharmacies have recorded a decline in the number of customers. In addition, fewer products per purchase are being sold over the counter. And: more than half of the advertising material that pharmaceutical manufacturers give to pharmacies ends up in the bin unused. 

On March 1, 2024, Kim Haußer and Prof. Peter Wippermann joined the market research company Bonsai Research after years of close collaboration. Kim Haußer and Trendbüro founder Prof. Peter Wippermann will continue the successful future studies of Bonsai Research and launch new projects together with Bonsai CEO Jens Krüger. In order to strategically expand the area of foresight, Bonsai Research is founding the new unit Bonsai Future.

New findings from Bonsai on online shopping behavior for OTC products
The importance of OTC brand websites is overestimated. One third of online shoppers of OTC products choose another product on the way to the shopping cart. 90 percent of buyers of OTC products do not visit the brand website. Say-Do-Gap: 93 percent of OTC shoppers use Google before making a purchase. But only just under a quarter state this in surveys. Manufacturers can significantly improve their competitive position with optimized online strategies.

Bonsai Health today published the latest results of the Bonsai OTC Pharmacy Field Service Rating 2023. According to this, field service visits are important or very important for almost three quarters of pharmacists (76 percent). The individual observations of the manufacturers show however serious differences - straight with very crucial criteria such as the recommendation frequency.

Bonsai Research is now taking over proven methods, models and staff from ISM Global Dynamics. Bonsai is thus closing a final gap to become a full-service provider in market research. Prof. Dirk Frank becomes Head of Bonsai Strategy. With him, ten colleagues from ISM move to Bonsai. The majority of former ISM clients will continue their cooperation under the Bonsai umbrella.