It enables dynamic and open-ended segmentation. "We follow the data - as many segments as necessary and as few as possible," — The segmentation of the Bonsai BrandMap enables a dynamic and open-ended segmentation (illustration)

- Bonsai invests in new brand research program

- The new Bonsai BrandMap makes brand personalities transparent, understandable and designable

- Launch of Bonsai BrandMap in Germany as part of Casual Friday@Bonsai on 15.07.2022

Bonsai Research is now expanding its portfolio on the topic of brand management. The new research program on the topic of brand starts with the launch of the Bonsai BrandMap in Germany. The BrandMap was developed and validated by Bonsai together with the Scandinavian company Insights Distillery - and is already in use internationally.

"For us, the topic of brand is becoming the unifying element of all areas - Bonsai is thus also becoming a 'brand company'," says Jens Krüger, CEO of Bonsai Research, explaining the investment and further development in this area: "Brand is increasingly becoming the central pivot that requires full attention. Without brand, everything is nothing!"

The background: Until now, Bonsai Research has primarily stood for market research and consulting along the customer journey. From the first product idea in the Bonsai lab to the retailer. The Bonsai analysts combine behavioral data with survey data. Bonsai decodes the shopper journey. And is the test market in Germany.

"Brand is created along the entire customer journey," says Thomas Hoch, Head of Brand Strategy at Bonsai Research: "If you don't manage to position and place your brand correctly, it's harder to be successful." Especially in times of crisis, which are characterized by uncertainty and fear, "it is important for companies to position their own brand correctly and to develop it further," continues Thomas Hoch.

The Bonsai BrandMap - Brand Management without any frills

The new Bonsai BrandMap makes the personality aspect of brands the decisive factor that determines everything the brand says and does.

The scientific basis is the five-factor model established in psychology. The Bonsai BrandMap uses a validated set of projective photos to capture consumers' hidden emotions towards brands. It enables dynamic and open-ended segmentation. "We follow the data - as many segments as necessary and as few as possible," explains Thomas Hoch. The results are presented in a universal map: the Bonsai BrandMap -Brandmanagement without any Schnickschnack.

Most of the known models on the subject are very complex, highly scientific, and often require apparative technology; they are complex, expensive, and most importantly, not self-explanatory. The Bonsai BrandMap is faster, more efficient and more intuitive.

Curious? Then we cordially invite you as journalists. Feel free to register for the launch at the next Casual Friday @Bonsai . Thomas Hoch, Bonsai's number one brand expert, shows how we turn modern research into modern brand management.