- Bonsai has acquired the German licence for NeedScope. The renowned brand strategy tool can reliably measure emotions and is successfully used in more than 100 countries.

- With the licence, part of the Brand Strategy team from Kantar will also switch to Bonsai on 1.4.2021 : Thomas Hoch, Manuel Otte and Joachim Odendahl. 

- Bonsai is thus significantly expanding the area of "Bonsai Strategy" - after having already invested in the topics of "Customer Experience & Mystery Shopping", "Shopper Research", "Media & Analytics" and "Bonsai Lab" (Qualitative) in 2021.

Hamburg/Bremen, 25.03.2021. The consumer and retail specialist Bonsai Research will take over the German licence for Kantar's internationally successful brand strategy tool NeedScope on 1.4.2021. 

NeedScope measures the emotions that determine whether a brand is loved and bought, a service considered. Companies like Unilever, Mondeléz, Samsung or Google use NeedScope to consistently align their brands with people's emotional needs. With NeedScope, more than 10,000 projects have been successfully implemented in more than 100 countries. More information about NeedScope can be found on the Bonsai website at:https://www.bonsai-research.com/bonsai-strategy

 "NeedScope is the only instrument in the world that is able to reliably measure emotions," emphasises Thomas Hoch: "I am pleased to now be able to work with my existing and with new NeedScope customers at Bonsai ." 

Thomas Hoch comes from Kantar, where he was responsible for the NeedScope business as Head of Brand Strategy. As of 1 April 2021, he will take over this role as Head of Needscope / Brand Strategy at Bonsai . At the same time, two other NeedScope experts will move to Bonsai Research:

Manuel Otte willjoin the Bonsai team as Client Partner. He was previously Team Leader Brand Strategy at Kantar.

Joachim Odendahl startedas a consultant at Bonsai Research - he is also a proven NeedScope expert - and helped lead the tool to success in Germany.

 "The fact that we were able to acquire the licence for NeedScope - and also sign up the NeedScope team of experts - is a stroke of luck," says Bonsai-CEOJensKrüger: "Expanding strategic consulting for our clients is part of our strategy." Bonsai Strategy is already the fifth area that Bonsai Research is increasing this year.

Previous expansion of Bonsai research fields 2021
In the first quarter of 2021, Bonsai Research has already strengthened a number of other areas. For example, Maik Stücken (as Client Partner Customer Experience) and three other CX experts moved to Bonsai on 1 February. Ina Komischke (Bonsai Lab), Martina Heise (Shopper Research) and Michael Voß (Media & Analytics) also joined as Client Partners this year.

Press contact:
Elke Löw, 089 890 55895
presse@bonsai-research.com

Contact Management:
Jens Krüger, CEO,0160 8835825
jens.krueger@bonsai-research.com

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 the development of ideas and concepts to the launch of the product - and beyond.