Press

“Anyone Can Do It—Marketing: The Tightrope Walk Between Opinion Discipline and Behavioral Architecture.” Under this headline, the new column “Real Life” by Bonsai CEO Jens Krüger was published today on marktforschung.de

Bonsai Research is expanding its RX Health division (prescription drugs). Jörg Paus, a proven expert in pharmaceutical and healthcare research, is joining the team. New Business, Pharma Relations, and Healthcare Marketing are reporting on the expansion of the Bonsai portfolio.

Bonsai We’ve done it again: We’ve secured a spot among the top 20 companies by revenue in the German market research industry—specifically, at number 17! This is according to the Context list published today by Marktforschung.de. What’s particularly encouraging is that we’re bucking the industry trend, with revenue in 2025 up by about 10 percent compared to the previous year.

What Does 2026 Hold for Market Research? In marktforschung.de’s major two-part survey series, Jens Krüger takes stock. The CEO of Bonsai Research discusses the major pitches his firm has won, the industry’s resilience, and why—despite all the economic uncertainties—he looks to the future with a clear growth target. The CEO of Bonsai discusses the major pitches his firm has won, the industry’s resilience, and why—despite all the economic uncertainties—he looks to the future with a clear growth target.

Bonsai is responding to the growing business in the CX/Mystery and Business Solutions division with three new appointments. Anna-Sophie Knebel will serve as Team Lead and Client Partner for the CX/Mystery and Business Solutions division at Bonsai. With the addition of two new consultants, Jana Lunau and Ilona Schinz, the company is creating additional capacity for its operational business. New Business and planung&analyse are reporting on the expansion of the division.

Christian Dössel, previously Senior Vice President at Behaviorally, will become Head of Innovation at Bonsai Research. With this new unit, Bonsai will strategically expand its innovation research. marktforschung.de, markenartikel, New Business, and planung&analyse are reporting on this key appointment.

Cold remedies are pharmacists’ favorite category—and are further solidifying their top spot, according to the “ Bonsai ” OTC Category Spotlight. Voltaren and Nicorette are the star products in their respective categories and are now even more highly preferred by pharmacists than they were last year. The “OTC Bonsai ” Category Spotlight is covered by Markenartikel, Healthcare Marketing, Horizont / planung&analyse, and Pharma Relations.

The industry portal Marktforschung.de is featuring it as its cover story today: the column “Real Life” by Jens Krüger, CEO of Bonsai. The current topic: Creativity versus the ever-increasing rationalization in our industry. Why, especially in light of our work with AI, we no longer need more guidelines and bureaucracy, but rather two things: culture and creativity in market research.