News from Bonsai
VITALIZATION OF TRADE
How Mystery Checks NOW HELP TRADE IN THE TRANSITION TO THE NEW NORMAL.
Our initiative offer for companies that want to demonstrate responsibility now and make sure their covid-19 protection measures are implemented.
Press release
Nearly 4,000 mystery shoppers from Bonsai Research test Corona protection measures in stores starting today
Covid 19 stress test for trade
3,800 mystery shoppers from Bonsai Research are on the road from today in the successively reopening shops to check the measures to protect customers from Corona infections. The mystery shoppers will examine, for example, how the distance rules are implemented or how good the customer information on Covid-19 is. Retailers can use the results to optimise their Corona measures. But they can also be used in communication to strengthen customer confidence.
Hamburg/Bremen, April 20, 2020 - Shops are gradually opening their doors again - good news for many retailers and for the people of Germany. Consumers, however, are unsettled. "On the long road to the much-cited 'new normal,' people are looking for support and guidance," says Jens Krüger, managing director of market research firm Bonsai Research: "In a resurgent shopping world, they want to be able to trust that retailers are doing everything they can to protect them from covid-19 infection."
Covid 19 checks for the food and non-food trade
In order to support retail companies in optimising Corona protection and confidence-building measures, around 3,800 mystery shoppers are on duty nationwide as of today.The special mystery checks developed by Bonsai Research for compliance with Corona measures are combined in each case with company-, sector- or even country-specific questions. This is because fashion chains (which will remain closed this week in Bavaria) naturally face different challenges than furniture stores (which are already allowed to open in North Rhine-Westphalia).
Test 80 per cent of all branches in one week
As with normal mystery shopper assignments, companies can also book Covid 19 measure checks of, for example, 80 percent of their stores per week. Bonsai has put together three offer packages for this - smart, medium and high involved - depending on how extensive the tests and how detailed the results should be.
The predominantly younger mystery shoppers from Bonsai were also privately out and about in retail stores with above-average frequency in recent weeks. During the shutdown, they visited an average of five "system-relevant" shops per week (for example, supermarkets, discounters, drugstores and pharmacies) to shop for themselves, their families or as part of neighbourhood support. This was the result of an online survey by Bonsai Research among about 750 mystery shoppers. The surveys of the specially trained "professional observers of the point of sale" (PoS) is another offer for retail companies and branded goods: The "Covid-19-Mystery-Omnibus" had already been carried out for the second time before Easter (9.4. and 10.4.2020); the next survey is in preparation.
For more information, please visit: www.bonsai-research.com
Contact: Jens Krüger
Managing Director
Bonsai GmbH
jens.krueger@bonsai-research.com
Phone: 0160 8835825
Image material
Portrait Jens Krüger, CEO of Bonsai (Credit: Klaus Knuffmann)
Illustration photo (You can use the image for your reporting with the copyright notice ©Shutterstock).
The new Bonsai-Sales magazine
Bonsai Research, together with the online supermarket myEnso, has just published for the first time the magazine "SALES - HOW TO ROCK YOUR BUSINESS". It can be ordered at the price of 19,80 HERE can be ordered. Journalists can request the magazine free of charge from Bonsai LINK. The magazine is published twice a year and is aimed at marketing and communications professionals and anyone looking for new ideas and impetus for their business. The title, "Innovate yourselves!", is program. In this issue, everything revolves around the topic of innovations - in e-commerce and stationary retail, in the customer experience and the customer journey, in sales and marketing. (For cover illustration, see image material)
About Bonsai Research
Bonsai was founded in 2004 and is a specialist for test markets, shopper research, analytics and mystery research. With 15 years of experience in the national and pan-European consumer goods and healthcare market, Bonsai has evolved from a media test market to an experimentation platform for marketing innovations with a focus on the retail sector (including food retailers, drugstores, DIY stores, pharmacies). Bonsai offers experimental market research close to the customer and accompanies innovations from idea and concept development to product launch - and beyond.
Bonsai. We accompany innovations.
Current Bonsai Webex Conferences
Press release
Retail does top job in Corona crisis: Over 3,000 mystery shoppers from Bonsai test food retailers for goods availability and service quality
LEH is well positioned in the Corona crisis / availability of goods still good despite social media criticism / over 3,000 testers report how things really are in the grocery trade
Hamburg/Bremen, March 25, 2020-Food retailers (LEH), including drugstores, are generally well positioned in the Corona crisis. Most retailers have the situation and their stores under control despite the massive onslaught - this is confirmed across the board by more than 80 percent of testers from Bonsai. And the availability of goods is also nowhere near as bad as one might assume in view of the widely circulated, sometimes disturbing images in the social media. Time for facts from the front.
Normally, 3,000 mystery shoppers for Bonsai Research test, observe and document what happens on the sales floors nationwide for retail and industry. Their mission is to help industrial and retail companies offer better products, services and a better shopping experience. Bonsai this time interviewed its testers itself and as normal consumers with a sharpened eye.
The shoppers visited an average of five stores from the supermarket, discount store and drugstore sectors last week, as well as smaller specialist stores such as bakeries, butchers and greengrocers, and also the "system-relevant" pharmacies. Of the 3,000 nationwide testers, 812 testers gave feedback from March 22 to 23 - distributed representatively by region and federal state. The result is a comprehensive survey of the food retail landscape, including drugstores and pharmacies in the current crisis.
The pharmacies (Fig. 1)
Despite the massive rush in the last two weeks - pharmacists have responded very well across the board. "Everything under control" - this is confirmed by 95 percent of the testers who were out and about as customers in the last few days. Even if disinfectants and mouth masks were sold out relatively quickly, we are far from a sell-out at the pharmacies. The availability of goods is rated as very good by 85 percent of the Bonsai testers. 94 percent confirm that the specialist staff do a great job and listen to customers despite the restrictions.
"This is an important result," comments Jens Krüger, CEO at Bonsai and a trained sociologist. "People trust pharmacists, that's important. Especially because a lot of myths are currently spreading in the social media, it is important to provide orientation. In recent years, many had predicted further extinction for the stationary pharmacy. Perhaps the cards are now being reshuffled once again."
Supermarkets and hypermarkets (Fig. 2)
Alongside the discounters, these stores have had to contend with the biggest rush in recent days. Despite this, just under 80 percent of testers attest that the grocers - especially Edeka and Rewe - are in control of the situation and provide a positive shopping atmosphere despite the circumstances.
"This is also important," emphasizes shopper expert Stefan Feldmeier from Bonsai. "Especially when we lack regulated structures and rituals, there is a danger of brutalization and neglect. Not only at home, but also in public institutions. Here, the grocery store is a very good role model." Here, it is above all the employees who make the difference. Their mood and friendliness in the supermarket were rated as (very) good by 87 percent of the testers.
The discounters (Fig. 3)
The discounters certainly had a hard time in the first few days. The first pictures of empty shelves were circulated very quickly. But here, too, the Bonsai testers paint a differentiated picture. Although some discounters initially had a harder time, such as Netto and Norma, the testers' ratings here are also at a good level overall. Aldi and Lidl are almost in the same league as Edeka and Rewe - more than 75 percent of the testers rated the stores as tidy, controlled and well managed.
The local retailers (Fig.1)
Bakeries, butchers and greengrocers are the "local heroes" in many places. With their fresh, regional offerings and still relatively high availability of goods (91 percent), they receive top marks from the Bonsai testers during the crisis. 83 percent attest that they do a (very) good job overall. The mood of the employees is rated positively by 98 percent - more is hardly possible. Supporting local retailers makes sense in Jens Krüger's view, "Especially if the crisis continues, regional offerings will be the backbone of our supply."
The drugstores (Fig. 4)
With the advantage of usually smaller areas compared to supermarkets, drugstores achieve a top rating overall. 85 percent of the Bonsai testers attest that the drugstores keep their stores tidy. The availability of goods is rated as (very) good by 55 percent - putting drugstores slightly ahead of supermarkets and discounters. And the mood and friendliness of the staff are also rated as (very) good by 91 percent.
What's going on with customers?
What would help retailers overall: customers who behave appropriately to the situation. Here, the testers report some disturbing situations, but this does not reflect the majority of the clientele either. More than two-thirds of the testers assess the mood among customers as rather positive overall.
"We can understand the uncertainty of many people these days," says Krüger. "The current situation is leading to irrational buying behavior among many consumers. Retailers, with their employees, are setting a very good example during the crisis. Now even the few hitherto unteachable should understand that we all - industry, retail and the consumers - have to stick together."
Picture material (picture credits: Bonsai GmbH)
Portrait Jens Krüger, CEO of Bonsai (Credit: Klaus Knuffmann)
About Bonsai
Bonsai was founded in 2004 and specialises in test markets, shopper research, analytics and mystery research. With 15 years of experience in the national and European consumer goods and healthcare market, Bonsai has developed from a media test market to an experimental platform for marketing innovations with a focus on retail (including food retail, drugstores, DIY stores, pharmacies, etc.). Bonsai offers experimental market research close to the customer and accompanies innovations from idea and concept development to product launch and beyond. www. bonsai-research.com
Contact details for queries:
Bonsai GmbH
Jens Krüger
CEO
Tel.: 0160 8835 825
E-mail: jens.krueger@bonsai-research.com
Stefan Feldmeier
Management
Tel.: (0) 421 460 22 31
Email: feldmeier@bonsai-research.com
Videos
Values Index 2020 - Insights for values-based strategies
Press release
Values Index 2020: Health, family and success are the three most important values for German consumers
Nature falls from first to seventh place, with sustainability at the bottom of the top ten.
Hamburg, February 18, 2020 - Health is back in first place in the Values Index, followed by family in second place and success, which rises from sixth to third place. This means that the value of health is back in the top spot, as it was in 2014 and 2016. The Values Index 2020, published today by Trendbüro and Kantar in Hamburg, analyzes the discussion posts in German-language social media channels and shows which values are currently gaining in importance in our society.
After the observations of the past few years, in which conversations became increasingly private and mundane, a clear trend reversal is now emerging. Social media are increasingly a space for public discussions. This has a particular impact on the value of nature, which has fallen from first to seventh place. Nature has never been associated with political demands in conversations as frequently as it is currently. The discussion so far has lost the wholesome, the original and the beautiful.
At the top: health
TOP 1 - Health has always been one of the most important values for Germans and has already been at the top of the ranking more often than not. Among the most frequently discussed topics at the moment are self-diagnosis and self-therapy. Personal exchanges about specific diagnoses, therapies and related advice are again playing a more important role than recently. In addition, the exchange is becoming more practice-oriented and health risks are also being discussed more frequently than in the past. However, the former trend topic of nutrition is in decline.
TOP 2 - Family rises by one rank in the Values Index. Everyday moments with one's own family that are perceived as precious are celebrated as particularly important topics of conversation, even though there is a decline here compared with 2018. Potential conflicts within the family are now discussed particularly frequently. The focus is on losses of family members or relationships.
TOP 3 - Success is the rising star this year, climbing from sixth to third place and thus gaining strongly in importance. The topics surrounding success remain largely unchanged. It is mainly about what one is successful at. Rising in the list of topics are primarily political successes. Influencers are just as involved in this discussion as other users.
Relegated values nature and sustainability
The values of nature and sustainability are losing much of their relevance in personal communication. After a steady rise to the top of the ranking in 2018, nature is now falling back to seventh place. At the same time, there are profound changes in discussions about nature. In the past associated with "beautiful, true and pristine," current communications are more about critical and political wordings. There is agreement on the need for effective measures to protect the environment and climate. The value of sustainability is also clearly dominated by the topic of ecology. At the same time, the themes of the Fridays for Future movement can be found in other values such as freedom, for example in the restrictions imposed by new environmental regulations and laws, or in the value of justice in relation to generational equity.
"Nature has lost its naturalness as a pure marketing context and is now part of a broader political and social discussion that takes place less in social media. At the same time, Generation Z is looking behind the lifestyle façade and engaging in an active discussion about tomorrow's values that politics and business cannot escape," notes publisher Jens Krüger. "This consumer generation is already creating the basis on which they will measure companies and brands in the future in terms of their authenticity and attitude. It is no longer enough to present a beautiful world, but it is necessary to actively participate. Meaning, if you want to play the theme, you have to deliver."
Freedom and security in the midfield
The values of freedom and security remain unchanged in fourth and fifth place. In the case of the value freedom, the increased politicization in the discussion can also be observed, for example, through increased discussions in the categories "independence from institutions. Around the value of security, a strong discussion of the prominent position of the state as a guarantor of security can be seen.
Generation and gender differences
When it comes to the value of nature, critical issues such as environmental and climate protection are discussed more by Generation Y than by older generations. In addition, the discussion as a whole is more likely to be led by men than by women. Otherwise, the discussion behavior between generations and genders is similar.
Conclusion
The thematic change in the content of the discussion is reflected in a shift from less lifestyle to more politics. The analysis shows a higher level of critical and reflected expressions of opinion. There is less focus on the everyday things in life or lifestyle topics and the conversations are becoming more critical, political and tangible overall. This change is most evident in the value of nature, which has fallen to seventh place, but it is also evident in the values of success, freedom, justice and sustainability.
"The younger generations have simply done things before and often in a completely different way than the older ones are used to. They pursue different goals than the generations before them, they expect a different meaning behind political or business decisions," says trend researcher and publisher Peter Wippermann, explaining the current generational conflict. "But for everyone who wants to do things better, these are good times."
For the Values Index 2020, around 3.3 million postings in German-language social media channels in the period from May 1, 2019 to September 30, 2019 were examined quantitatively and qualitatively to determine how users discuss fundamental social values (including freedom, health, nature, family, community). By comparing the results with those of the 2009, 2012, 2014, 2016, and 2018 Values Index, the change in values can be identified and tracked.
Further information on the current Values Index is available at www.werteindex.de.
About the Values Index
The German Values Index has been published every two years since 2009 by editors Professor Peter Wippermann and Jens Krüger and surveyed together with the research team from Kantar and Trendbüro.
The current edition shows the current top 10 in changing values in our society. The basis of the Values Index is the recording of 15 fundamental values in German-language social media. Since 2018, Instagram has been included in the analysis as a social media source and thus image material. In addition, posts by influencers have been analyzed separately since 2018 to provide insights into the discussion of values among opinion leaders in social media. The empirical results are supplemented by the perspective of trend research and interviews with experts and entrepreneurs who are already facing the implications of the change in values in practice. The Values Index thereby serves as a compass for the significance and relevance of values among German-speaking consumers and helps decision-makers in companies to design their values-oriented corporate and communication strategies.
About Kantar
Kantar is one of the world's leading data, insights and consulting companies. We understand what people think, feel, shop, vote, read, watch and share. Kantar's more than 30,000 employees combine expertise in human behavior with advanced technologies to contribute to the success and growth of the world's leading companies and organizations.
About Trendbüro
Trendbüro develops consumer insights, innovation concepts and brand strategies for clients from a wide range of industries and of all sizes. Since 1992, the company has been recording megatrends and their impact on consumer values and needs. Trendbüro transforms trend research into concrete recommendations for action that help companies align their future with the needs of their customers.
About Bonsai
We accompany innovations. With 15 years of experience in the national and pan-European consumer goods and healthcare market, Bonsai has evolved from a media test market to an experimentation platform for marketing innovations with a focus on retail (including food retailers, drugstores, DIY stores, pharmacies, etc.). Bonsai combines behavioral and sales data with relevant context in changing markets.
Download press release
Jens Krüger
CEO Bonsai
+49 160 8835 825
jens.krueger@bonsai-research.com
www.bonsai-research.com
Beatrice Richert
Public Relations Kantar
+49 521 9257 659
+49 152 0906 4925
beatrice.richert@kantar.com
www.kantardeutschland.de
Personnel
Jens Krüger is the new CEO of the market research specialist Bonsai. (Image: Klaus Knuffmann)
Ex-Kantar manager Jens Krüger joins Bonsai
The consumer research expert wants to develop the test market and shopper specialists into the leading platform for experimental marketing / Norbert Hegmann will focus on his start-up myEnso in the future
Hamburg/Bremen, 3 December 2019 - Jens Krüger is the new CEO of market research specialist Bonsai. The 48-year-old takes over the position from Norbert Hegmann, who remains a shareholder but will focus on his start-up myEnso in the future. Jens Krüger comes from Kantar (formerly TNS/Infratest), where he was a member of the management board for about ten years. Most recently he was responsible for the Consumer Business division. The sociologist and social psychologist is, along with Peter Wippermann, co-editor of the Values Index and author of numerous trend studies.
Bonsai is one of the test market pioneers in Germany. In Bremen, the market research and analysis experts successfully set up such a market as early as 2004. Together with its pharmacy sales panel, the company thus developed into an important partner of the FMCG and pharmaceutical industry. In the meantime, however, Bonsai offers a much broader spectrum - from shopper research at the POS to consulting in and for retail (stationary as well as in the area of e-commerce). The Bremen-based company can draw on nationwide retailer cooperations and, since this year, also on data from more than 40,000 food pioneers of the online supermarket myEnso.
It is precisely at these points that Jens Krüger plans to further develop the Bonsai portfolio. After all, the change from an industrial economy to a network economy poses challenges for most companies. It is increasingly about understanding the shopper or the people behind it. "Here, exclusive access to a very unique community of creative people interested in innovation helps us to understand the connections within the customer journey," explains the new Bonsai CEO. "In addition to the hard key figures from sales analysis,Bonsai also provides the relevant context for marketing decisions - thanks to its proximity to retailers and consumers alike.
"With Jens Krüger, we were able to sign up an absolute expert, industry expert and energetic doer. Together with his team, he is driving the further development of Bonsai forward at full speed. Whereas in the past we tended to secure innovations through real test markets, we have long since transformed ourselves into an innovation facilitator," says founder and partner Norbert Hegmann.
Jens Krüger adds: "We help start-ups in particular or even companies that are entering the German market for the first time - from the conception to the first listing in the trade." His goal is clear: "We want to become one of the leading platforms for experimental marketing."
Picture material for download
Jens Krüger, CEO of Bonsai (Credit: Klaus Knuffmann)
Logo of Bonsai - png file (Credit: Bonsai)
Logo of Bonsai - eps file (Credit: Bonsai)
About Bonsai
Bonsai was founded in 2004 and specialises in test markets, shopper research, analytics and mystery research. With 15 years of experience in the national and European consumer goods and healthcare market, Bonsai has developed from a media test market to an experimental platform for marketing innovations with a focus on retail (including food retail, drugstores, DIY stores, pharmacies, etc.). Bonsai offers experimental market research close to the customer and accompanies innovations from idea and concept development to product launch and beyond. www. bonsai-research.com
Press contact
Alexander Becker
Tel.: +49 (0) 40 329047380
E-mail: bonsai@frauwenk.de