- Bonsai Research cooperates with the innovative test supermarket in Cologne

- An offer for products in the development, launch or relaunch phase - but also for established brands, e.g. for possible product optimisations .

- go2market is offered in the Bonsai Launch Pad, the tool that minimises the risks of product launches, changes and line extensions.

Hamburg/Bremen, 01.10.2021 The Bremen-based market research specialist for consumer and shopper research is now working with go2market to complement its portfolio for product launches and product optimisation in German retail.  

go2market is a real-life test market with locations in Vienna and, since June 2021, also in Cologne. The members who shop there - there are 3,000 in Cologne - are representative of the population in Germany. In the go2market, products are sold and tested that are not yet available in this country and/or are already successful in other countries. Products in the launch phase and established brands also test here - go2market sees itself as a partner that accompanies brands throughout their entire product life cycle. "We offer both branded companies and start-ups the opportunity to test and optimise their products in the shop, in real life," emphasises Jörg Taubitz, Country Manager Germany at go2market. In addition to start-ups, go2market's customers also include FMCG giants such as P&G and Nestlé. With digital price tags and advertising spaces, 360-degree cameras, self-scanning of products and subsequent targeted surveys, it is possible to examine not only the product and packaging but also, for example, price elasticity "in real life". 

"With go2market, we can offer our clients tests at an early stage of product launches and relaunches that representatively show how consumers react to the innovations," says Stefan Feldmeier, Member of the Board at Bonsai Research: "go2market brings much more than a studio test, because here people are not surveyed under laboratory conditions, but actually buy in a supermarket - albeit a very special one."  

The go2market offer will be integrated into the Bonsai Launch Pad. "The Bonsai Launch Pad is the toolbox with which we explore the opportunities of launches and relaunches, show optimisation possibilities and minimise the risks for product innovation," explains Michaela Thielen, Consultant at Bonsai: "The Bonsai Launch Pad is modular and can be flexibly adapted to the needs of each client."

The Bonsai Launch Pad at a glance 

Module 1: Evaluation of the product by retailers (store managers)
Module2: Survey of consumer feedback in the myEnso food pioneer community
Module 3: Listing in the myEnso online supermarket (first endurance test in the full range)
Module4: Test in the go2market supermarket (now new)
Module5: Real Bonsai test market: Entry into the stationary trade (Edeka and REWE)
Module 6: Regional listing and support for national distribution 

The Bonsai Launch Pad is both a TÜV for product innovation and an entry ticket for the German trade. Bonsai Research originally developed the tool as a German Market Entry Package to make products from start-ups and foreign companies fit for the German market. The Bonsai Launch Pad was used, among others, by Roshen, one of the largest confectionery manufacturers in Eastern Europe, and for Greek products of AFS Thessaloniki (both still without the new go2market option). Due to demand, the Bonsai Launch Pad was further developed in the direction of product, packaging and price optimisation as well as for line extensions.

Contact at Bonsai Research:
Michaela Thielen, Consultant at Bonsai
+49 421 46022-16
michaela.thielen@bonsai-research.com

Stefan Feldmeier, Member of the Management Board at Bonsai
+49 421 46022-31
stefan.feldmeier@bonsai-research.com

Contact at go2market:
Jörg Taubitz, Country Manager Germany
+49 151 29148689
joerg@go2market.de

About Bonsai Research
Bonsai was founded in 2004 as a specialist for test markets, shopper research, analytics and mystery research. With more than 15 years of experience in the national and European consumer goods and health care market, Bonsai has developed from a media test market into an experimental platform for marketing innovations with a focus on the retail sector (including food retail, drugstores, DIY stores and pharmacies). Bonsai offers experimental market research close to the customer and accompanies innovations from idea and concept development to the launch of a product or service - and beyond.

About go2market 

go2market is a real-life market research tool that works with a real, stationary supermarket and real consumers. After Vienna, a go2market branch was opened in Cologne for the German market in June 2021. The 3,000 members correspond to the average socio-demographics of Germany They are registered with all relevant parameters and analysed on various levels in the course of their shopping.