Bonsai minimiert die Risiken für neue Produkte. Wir testen nicht "wie" im echten Leben, sondern im echten Leben. Seit 20 Jahren in unserem Testmarkt in Bremen. Heute von Apotheken bis zu Drogerie- und Baumärkten in ganz Europa. Unsere Erfahrung nutzen wir, um Innovationen made in Germany und ausländische Newcomer beim Einstieg in den deutschen Markt zu begleiten.
The test market is something like the dream come true of market researchers and marketing experts: Before the launch, a new product is tested in real life in a limited region - by real people who perceive real advertising and shop normally in normal shops.
They don't even know that a new product is being tested on the shelf of their supermarket.
on television, radio or digital, in newspapers, magazines and even via outdoor advertising. In this way, even advertising effects can be shown that are not verifiable in national figures due to low reach.
and can - not least due to our experience and the benchmarks - make valid forecasts for the launch. We even determine the ideal media mix for the national roll-out of the product in advance.
The initial spark for the founding of Bonsai in 2004 was the opportunity to set up a test market in Bremen where television and radio advertising could be broadcast in a controlled manner. Thanks to digitalisation, Bonsai Research can now set up test markets practically anywhere in Germany and in Europe - and we do. However, the targeted placement of advertising on classic television makes the Bremen test market unique to this day.
The claim of Bonsai is: "You can't simulate real life!": And that's exactly what you don't have to do in the test market. Because here the research takes place directly in real life.
The variety of possibilities of the Bonsai test market is reflected in the Bonsai Launch Pad - a 6-stage model for new launches and product optimisations that is unique in this form: With this model, we test the performance of a product in several steps, before and during the launch or relaunch. We analyse the feedback from retailers and consumers and enable optimisations at each stage that significantly increase a product's chances of success. The modules can also be booked individually. The overall package is suitable for different companies, their market entry strategies and product improvements:
for international companies that are already established with their products in other countries and now want to repeat their success in the German market.
Example: Roshen, one of the largest confectionery manufacturers in Eastern Europe
who perhaps already sell their product innovation in the region or in their own online shop and now want to take off nationwide in the trade.
Example: GutesEis, an ice cream factory starts trading
for brand owners who want to introduce new products and optimise established products. With the greatest possible success and the lowest possible risk.
Example: RAWBITE, the fruit and nut bar from Bahlsen, is testing whether a new claim would be more sales-promoting.
