New findings from Bonsai on online shopping behavior for OTC products
The importance of OTC brand websites is overestimated. One third of online shoppers of OTC products choose another product on the way to the shopping cart. 90 percent of buyers of OTC products do not visit the brand website. Say-Do-Gap: 93 percent of OTC shoppers use Google before making a purchase. But only just under a quarter state this in surveys. Manufacturers can significantly improve their competitive position with optimized online strategies.

Bonsai Health today published the latest results of the Bonsai OTC Pharmacy Field Service Rating 2023. According to this, field service visits are important or very important for almost three quarters of pharmacists (76 percent). The individual observations of the manufacturers show however serious differences - straight with very crucial criteria such as the recommendation frequency.

Bonsai Research is now taking over proven methods, models and staff from ISM Global Dynamics. Bonsai is thus closing a final gap to become a full-service provider in market research. Prof. Dirk Frank becomes Head of Bonsai Strategy. With him, ten colleagues from ISM move to Bonsai. The majority of former ISM clients will continue their cooperation under the Bonsai umbrella.

The EU-funded initiatives "GET A FRUIT", "GREEN LIFE" and REFRESH YOUR LIFE bring consumers closer to healthy products from the EU. B2B events are just as much a part of the information and communication concept as the presentation in stationary retail. Bonsai Sales & Food Service supports the EU-sponsored initiatives through test listings in retail and promotions.

Flink, one of Europe's leading instant food delivery services, is cooperating with Bonsai Research. Manufacturers can use Bonsai to quickly access the behavioral data of orderers, have surveys conducted, and thus better understand the market for instant grocery delivery services. Bonsai is thus expanding its test market expertise to include quick commerce.

Bonsai Research bundles its expertise and innovative research projects with social relevance - for companies, NGOs and other institutions. Bonsai Public shows where and how companies can get involved and position themselves "correctly" in the social context. Jan Borcherding becomes Head of Bonsai Public.

Under the title "Values Index Update 2022-2 - Between Freedoms," the first results of the largest social media study on social developments are being published today in advance. People's longing for ease and freedom has grown enormously in permanent crisis mode. The problem: The pursuit of individual freedoms threatens to divide our society. The new Values Index, the largest social media study on social change, shows: Freedom, health and family are the values that people are most concerned about. For the 9th Values Index, almost seven million posts on social media were analyzed with the help of AI after the start of the war in Ukraine.

All pharmacies in Germany suffer from supply bottlenecks. 93 percent state that they have to deal with supply problems on a daily basis. Five percent are affected several times a week, the rest less frequently. These are results of the new ApoVote study from Bonsai Health.

When it comes to health, savings are made - the new buying behavior of pharmacy customers. Bonsai Health today publishes current figures from Bonsai ApoVote - the representative survey of pharmacists in Germany. Is inflation becoming a brand killer for pharmacy products? According to Bonsai ApoVote, 80 percent of pharmacists say their customers' buying behavior has changed in the face of inflation. 57 percent of pharmacists note: their customers are asking more frequently for cheaper product alternatives. In these cases, manufacturers' advertising investments pay more to the category than to the brand. Bonsai ApoVote shows: 42 percent of pharmacies are selling fewer products overall.

Creative companies are demonstrably more successful, according to the new study "Success Factor Creativity". The study's central question: What do creative companies do differently from others? "Success Factor Creativity" is the first study in Germany to measure what effect business creativity has on companies in competition. The study is published by the Hirschen Group and Bonsai Research - supported by Wirtschaftsjunioren Deutschland e.V. (WJD).

Bonsai Research and VR INSIGHT are now cooperating to take virtual POS research to a new level. In the virtual supermarket or virtual gas station, users can not only "shop" but really interact - even with the salespeople. 90 percent of participants say they were immersed in the virtual reality of the store and were in 'shopping mode'. Research in virtual spaces in a quality that users are familiar with from the latest games.

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. The new Bonsai BrandMap makes the personality aspect of brands the decisive factor that determines everything the brand says and does. The new Bonsai BrandMap makes brand personalities transparent, understandable and designable. The scientific basis is the five-factor model established in psychology.

Bonsai Research brings another proven health expert on board with Bettina Mertens-Danowski. The research specialist - traditionally strong in the health sector with its pharmacy panel, among other things - is combining the activities in the new unit Bonsai Health. An important component of Bonsai Health continues to be access to relevant sales data via the Bonsai partner NOVENTI.

Bonsai Research has gained Vanessa von Salzen as reinforcement and is thus further expanding the Shopper Research division. Vanessa von Salzen, a business economist, comes from Ipsos, where she has worked as a research executive in communications research for the past four years.

Positioning fruit from Europe better because it is more sustainable than imports from Asia or South America is the aim of the two campaigns "Get a Fruit" and "Refresh Your Life", which are funded by the European Union. Within the framework of these campaigns, Bonsai Sales supports agricultural cooperatives in launching their products on the German market. In addition to the campaigns in the trade and listings in test markets, with which consumers are directly addressed, Bonsai also organises B2B events for trade and wholesale - now a tasting with TV and chef Roberto Enßlen as part of the Fruit Logistica industry trade fair.

Bonsai now also offers start-ups sales in the food service sector - in gastronomy, communal catering and wholesale. Only one month after the launch of the new unit "Bonsai Sales & Food Services", the first projects for two new customers are already underway. For example, Bonsai will convince restaurateurs and caterers of GASTROtaste's innovative smothie and bowl concept POMOM. And the Zebra Bars and Zebra Ice from the Hanover-based start-up Zonama will bring Bonsai to wholesalers and where the demand for snacks is greatest - for example at petrol stations.

Everyone is talking about customer experience (CX). Bonsai In its latest study, Research asked those who are really concerned about the topic: the consumers. One result: Half of Gen Z is annoyed by the many rating requests: Only half of teens and twens still think that companies take their ratings seriously, just as many ignore rating requests more often than before. Overall, customers like to give feedback: 88 percent give reviews when asked to do so after a purchase, service or repair. Relatively many experience requests from online shops (71 per cent), retailers (44 per cent) and telecommunication providers (35 per cent).

Bonsai Research now also organises test markets and sales in gastronomy and wholesale. The new unit Bonsai Sales & Food Service was founded for this purpose. Kyra Thielen is responsible for the Food Service unit. The sales expert comes from Lunch Vegaz, where she most recently worked as a key account manager.

With Jörg Schwarz, another consultant joins Bonsai Research from Kantar. The experienced project manager will support the team led by Maik Stücken and Martin Siek in the area of CX research.