Real testing – be aware of what works

Bonsai Market Research

Seeing, Understanding, Testing

The Bonsai market research portfolio comprises a broad range of research possibilities. We generally differentiate between consumer and shopper behavior. Bonsai has specialized on the shopper behavior – we accompany you in all research questions regarding innovations. These innovations can range from new products, new packaging, new placements, or new advertising material. Depending on the measures and the development stage, we can offer you the most suitable research approach.

We are glad to help you:
Stefan Feldmeier, Director FMCG

Bonsai Market Research – Be aware of what works

Basic Research

Basic research for us means to answer the most fundamental questions. For example: Do the customers even see the product at the POS? What do the decision trees look like? How does the category work? What are important category management factors? But also: How do experts perceive the products and offers? Bonsai comprises of a broad range of research approaches at the POS, in the analysis of sales data, but also of extensive experience in data modeling and our own expert panels.

A short excerpt of the most important research tools:

• POS Insights (observations and interviews at the POS)
• Gastro Panel (online access panel of national food caterers and restaurants)
• Qualitative research at the POS (in cooperation with TNS)
• Media Modeling

Bonsai Market Research – Be aware of what works

Development of ideas & concepts

For more than 10 years we at Bonsai have supported our clients in their innovation development process. In all this time we have helped to bring forth many good ideas but we have also seen what does not work. With more than 100 research projects per year we were able to establish a large benchmark data base. Thus results can be assessed and chances for success evaluated realistically.

We at Bonsai are happy to share our experience and anonymized key learnings of 10 years of Bonsai market research with your company in a Bonsai Learning Session.

Bonsai Market Research – Be aware of what works

Online Concept Evaluation

Many new concepts and new ideas should be assessed thoroughly concerning their chances of success or potential improvements before a test or a national roll out. With the Bonsai Online concept evaluation consumer, early adapter as well as trade or food service experts can be interviews.

A short excerpt of the most important research tools:

• Trade Panel (online access panel of national trade partner)
• Gastro Panel (online access panel of national food caterers and restaurants)
• Consumer Panel (in cooperation with TNS, national consumer panels)

Bonsai Market Research – Test your concepts & ideas at the POS

Store Tests (Interviews)

The core idea of the interview based store test is to evaluate ideas, concepts, packaging, prices, or placements in a very early stage of development directly at the POS with a fast and cost-effective approach.

Bonsai comprises of a large number of possible test stores in the whole of Europe – more than 5,000 grocery test stores Europe-wide, 3,000 pharmacies in Germany, access to more than 1,200 food caterers and restaurants, numerous other test stores, e.g. electrical retailers, drugstores, perfumeries, DIY stores, gas stations.

A short excerpt of the most important research tools:

• In-store Packaging Test (dummies are placed at the POS)
• In-store Concept Test (concepts are presented to category buyers at the POS)
• In-store Placement Test (new placements are tested at the POS)
• In-store Communication Test (in-store communication is tested at the POS)

Bonsai Market Research – Testing what works

Store Tests (Sales)

With the classic controlled test market approach numerous measures can be tested in a real life environment. The measures are implemented in the test stores and all relevant sales data is obtained over a longer period in both the test stores and the control stores. Bonsai comprises of a large number of possible test stores in the whole of Europe – more than 5,000 grocery test stores Europe-wide, 3,000 pharmacies in Germany, access to more than 1,200 food caterers and restaurants, numerous other test stores, e.g. electrical retailers, drugstores, perfumeries, DIY stores, gas stations. The Bonsai field staff handles all necessary logistics, supply of goods, and the tracking of the measures.

A short excerpt of the most important research tools:

• Real Pricing Test (testing of price increases or price reductions)
• Real New Product Test (testing of new products before national roll out with national forecast and potential analysis)
• Real POS Communication Test (testing of POS communication measures)
• Real Placement Test (testing of new or different placements in test stores)
• Europe Testing (Controlled store test in several countries)

Bonsai Market Research – Testing what works

Town Test (Media)

The Town Test (Media) is a classic controlled test market approach which offers the possibility to assess new media approaches in reality but on a small scale. Bonsai comprises of its own field staff which handles all necessary logistics, supply of goods, and the tracking of the measures.

A short excerpt of the most important research tools:

• Real TV Test (testing of TV campaigns)
• Real Print Test (testing of print campaigns)
• Real Radio Test (testing of radio campaigns)
• Real Outdoor Test (testing of outdoor campaigns)
• Real Online Test (testing of online campaigns)
• Real Sampling Test (testing of sampling activities)

Bonsai Market Research

Seeing, Understanding, Testing

The Bonsai market research portfolio comprises a broad range of research possibilities. The health care market is subject to many specific regulations. Bonsai disposes of its own national pharmacy panels and physician panels as well as – in cooperation with TNS – many research possibilities in the consumer segment.

Bonsai has been active in the health care market for more than 10 years and is the only research company that offers a real 360 degree portfolio in the healthcare sector: from test markets in pharmacies to the biggest pharmacy panels for interviews, sales data, and POS tracking.

We are glad to help you:
Dr. Timm Harder, Director Pharma

Bonsai Market Research – Be aware of what works

Basic Research

Basic research for us means to answer the most fundamental questions. For example: Do the customers even see the product at the POS? What do the decision trees look like? How does the category work? What are important category management factors? But also: How do doctors and pharmacists perceive the products and offers? Bonsai comprises of a broad range of research approaches at the POS, in the analysis of sales data, but also of extensive experience in data modeling and our own expert panels.

A short excerpt of the most important research tools:

• POS Insights (observations and interviews in the pharmacy or the drugstore)
• Pharmacy and Physician Panels (online surveys, sales data, prescriptions etc.)
• Ex Post Analysis (Subsequent evaluation of advertising measures – single source)
• Ex Post Analysis (Subsequent evaluation of advertising measures – single source)

Bonsai Market Research – Be aware of what works

Development of Ideas & Concepts

For more than 10 years we at Bonsai have supported our clients in their innovation development process. In all this time we have helped to bring forth many good ideas but we have also seen what does not work. With more than 100 research projects per year we were able to establish a large benchmark data base. Thus results can be assessed and chances for success evaluated realistically.

We at Bonsai are happy to share our experience and anonymized key learnings of 10 years of Bonsai market research with your company in a Bonsai Learning Session.

Bonsai Market Research – Be aware of what works

Online Concept Evaluation

Many new concepts and new ideas should be assessed thoroughly concerning their chances of success or potential improvements before a test or a national roll out. Bonsai disposes of numerous possibilities to conduct online surveys and online concept evaluations – from physicians to pharmacists to patients.

A short excerpt of the most important research tools:

• Online Concept Test (online concept test with physicians, pharmacies and consumer)
• Online Expert Opinions (online access panel of physicians and pharmacists)
• Software Supported Surveys in Pharmacies (software supported surveys at the sales desk or in the back office)

Bonsai Market Research – Test your concepts & ideas at the POS

Store Tests (Interviews)

The core idea of the interview based store test is to evaluate ideas, concepts, packaging, prices, or placements in a very early stage of development directly inside the pharmacy with a fast and cost-effective approach.

Bonsai comprises of more than 3,000 test pharmacies in Germany in which various measures can be implemented.

A short excerpt of the most important research tools:

• In-store Pharmacy Packaging Test (dummies are placed at the POS)
• In-store Pharmacy Concept Test (concepts are presented to category buyers at the POS)
• In-store Pharmacy Placement Test (new placements are tested at the POS)
• In-store Pharmacy Communication Test (in-store communication is tested at the POS)

Bonsai Market Research – Testing what works

Store Tests (Sales)

With the classic controlled test market approach numerous measures can be tested in a real life environment. The measures are implemented in the test pharmacies and all relevant sales data is obtained over a longer period in both the test and the control pharmacies. Bonsai comprises of a large number of possible test pharmacies – we have direct access to more than 3,000 pharmacies in Germany.

A short excerpt of the most important research tools:

• Real Pricing Test (testing of price increases or price reductions)
• Real New Product Test (testing of new products before national roll out with national forecast and potential analysis)
• Real POS Communication Test (testing of POS communication measures)
• Real Placement Test (testing of new or different placements in test pharmacies)

Bonsai Market Research – Testing what works

Town Test (Media)

The Town Test (Media) is a classic controlled test market approach which offers the possibility to assess new media approaches in reality but on a small scale. Bonsai comprises of its own field staff which handles all necessary logistics, supply of goods, and the tracking of the measures. The Bonsai Pharmacy Test Market with the inclusion of physicians and pharmacies is in its form unique – and has been for more than 10 years.

A short excerpt of the most important research tools:

• Real TV Test (testing of TV campaigns)
• Real Print Test (testing of print campaigns)
• Real Radio Test (testing of radio campaigns)
• Real Outdoor Test (testing of outdoor campaigns)
• Real Online Test (testing of online campaigns)
• Real Sampling Test (testing of sampling activities)