Jens Krüger becomes CEO of Bonsai Research
Consumer research expert Jens Krüger wants to develop the test market and shopper specialist Bonsai into the leading platform for experimental marketing. Norbert Hegmann will concentrate in future on his start-up myEnso
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."
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Jens Krüger, CEO of Bonsai (Credit: Klaus Knuffmann)
Logo of Bonsai - png 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